Earned Media Value (EMV)
Earned Media Value (EMV) is the monetary value of publicity gained through promotional efforts other than paid advertising. It's calculated by estimating how much it would have cost to achieve the same reach and engagement through paid advertising channels.
What is earned media
Organic mentions: Unpaid brand mentions in media and social platformsUser-generated content: Content created by customers about your brandPress coverage: News articles, blog posts, and media featuresSocial media shares: Organic sharing of your content by usersReviews and testimonials: Customer feedback and recommendationsInfluencer content: Mentions and content from influencersWord-of-mouth: Verbal recommendations and referralsHow to calculate EMV
Reach-based calculation: (Impressions Γ CPM rate) Γ· 1000Engagement-based calculation: (Engagements Γ Cost per engagement)PR value calculation: Equivalent advertising value of media coverageSocial media calculation: Sum of all earned social media valueInfluencer calculation: Equivalent cost of paid influencer partnershipsContent value: Value of user-generated content and sharesBenefits of tracking EMV
ROI measurement: Understand the value of your marketing effortsBudget justification: Prove the value of PR and content marketingPerformance comparison: Compare earned vs paid media performanceStrategy optimization: Identify which tactics generate the most valueStakeholder reporting: Show marketing value to executivesCampaign evaluation: Measure success of specific campaignsEMV calculation methods
CPM method: Use industry-standard CPM rates for impressionsCPE method: Calculate based on cost per engagementPR value method: Use media monitoring tools for press coverageInfluencer rate method: Use standard influencer rates for mentionsCustom rate method: Develop internal rates based on your dataHybrid method: Combine multiple calculation approachesTools for EMV tracking
Media monitoring: Mention, Brandwatch, CisionSocial media analytics: Native platform insights, Sprout SocialPR measurement: Meltwater, Critical MentionInfluencer platforms: AspireIQ, Creator.co, UpfluenceCustom dashboards: Google Analytics, TableauEMV calculators: Built-in tools from monitoring platformsIndustry benchmarks
Earned media ratio: 3:1 to 5:1 (earned to paid media value)Social media EMV: 10-30% of total marketing budgetPR EMV: 2-4x the cost of PR activitiesInfluencer EMV: 1.5-3x the cost of influencer partnershipsContent EMV: 2-5x the cost of content creationEvent EMV: 3-6x the cost of event marketingCommon EMV mistakes
Overvaluing impressions: Not all impressions have equal valueIgnoring quality: Focusing only on quantity, not engagement qualityInconsistent rates: Using different CPM rates across platformsDouble counting: Including the same value multiple timesIgnoring context: Not considering the quality of mentionsOutdated rates: Using old CPM rates that don't reflect current marketNo attribution: Not properly attributing earned media to specific campaignsImproving earned media value
Content quality: Create shareable, valuable contentCommunity building: Foster engaged communities around your brandInfluencer relationships: Build long-term partnerships with influencersPR strategy: Develop newsworthy stories and anglesUser experience: Ensure positive experiences that generate word-of-mouthSocial listening: Monitor and respond to brand mentionsCrisis management: Handle negative situations professionallyEMV vs other metrics
EMV vs Reach: EMV includes value calculation, reach is just numbersEMV vs Engagement: EMV monetizes engagement, engagement is just interactionsEMV vs ROI: EMV measures earned value, ROI compares costs to returnsEMV vs Brand Value: EMV is short-term, brand value is long-termEMV vs PR Value: EMV is broader, PR value focuses on media coverageReporting earned media value
Monthly reports: Regular EMV tracking and reportingCampaign analysis: EMV for specific marketing campaignsPlatform breakdown: EMV by social media platformContent performance: EMV generated by different content typesInfluencer impact: EMV from influencer partnershipsTrend analysis: EMV trends over timeCompetitive comparison: EMV vs competitors
