Earned Media Value: A Fundamental Element of Influencer Marketing

[Dimaeiya333]

Of all the influencer marketing indicators, the most important is the Earned Media Value or EMV. Despite being an indispensable performance indicator for calculating the impact of campaigns, there are still elements that are not entirely clear even to professionals in the sector. In this article we try to clear up your doubts in the simplest way possible.

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Key points about Earned Media Value
Earned Media Value is the sum of third-party mentions, obtained by assigning a value to all the social interactions they generate.
Recognize the differences between Earned Media, Paid Media, and Owned Media.
Earned Media Value is not the only indicator to consider when determining the performance of an influencer marketing campaign. Check out the other key metrics.
What is Earned Media Value?
Let’s start from the beginning, defining the concept. This indicator measures the free visibility that consumers and influencers give to your brand. A visibility acquired in media and formats that provide exposure, but are different from advertising.

Among these means, we can count on the following:

Mentions on social networks.
Mentions in the forums.
Blog mentions.
Media coverage.
Customer comments and opinions.
In-person conversations between consumers.
Technically, Earned Media Value is the sum of third-party mentions, obtained by assigning a chairman email database value to all the social interactions they generate . Well, in the case of influencer marketing, that third actor is the KOLs or opinion leaders.

Specifically, EMV is calculated using the Ayzenberg method and determines what it would cost you to achieve the same impact with a commercial campaign in the media. This is how we obtain the market value of mentions for which we are not paying.

How is Earned Media Value calculated?
The EMV calculation uses two parameters:

Interaction : This refers to the different actions that Internet users voluntarily perform around your content. This can be the number of times they click on links, or “like,” share, or mention the text.
Each of these interaction samples has a variable assigned to it, which can be a monetary value.

Exposure : The full range of social media posts that mention your brand. This is usually measured in terms of number of followers, views, impressions, but also by the volume of traffic generated. When exposure is high, it can also be expected to generate more interactions with the company.