The ultimate guide to measuring earned media value on Facebook

Brands ask this question all the time — how do you measure the value of earned media on Facebook?

Some just multiply by $5 per thousand impressions (or whoever can provide the highest earned media value multiplier) to report the highest figure. Not the most sophisticated approach, but it might be good enough for companies that sell sugar water. Certainly better than pure fan count, since EMV correlates more with engagement than the size of the fan base.

But unless you can tie EMV (Earned Media Value) to actual sales, you’ve got some level of hocus pocus here.

The short answer…

  • EMV is what you would have had to pay to buy a certain number of impressions, usually driven from PR and social efforts.
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