Your Guide to Getting the Measure of Earned Media Value

Jonathan Gardner

Brands asking important questions about influencer marketing and what -- if anything -- their earned media is worth now have an ebook to help them get to the bottom of it.

ShareIQ has just released a new, free guide, “Getting the Measure of Earned Media Value,” to help marketers get a handle on earned media value, how to measure it and discover the ROI they may be missing.

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Brands have tried-and-true methods for measuring paid media against their goals, whether by conversion for direct-response tactics or lift and awareness for branding campaigns. However, until now, marketers faced a metrics mess when trying to measure earned media, social media and influencer marketing programs. ShareIQ helps top brands find their way out of this measurement morass by focusing on a new KPI: earned media value (EMV).

Digital advertising has proven inadequate for closing the discover-to-purchase loop. Meanwhile, big CPG companies are losing market share, getting beat up by challenger brands that have found smarter ways to connect with consumers. Without the budget to throw at friction-filled digital channels, these upstarts focus instead on creating engaging content and leveraging earned media channels to get it in front of audiences. It’s clear that for brands that want to grow, the future of consumer engagement will be ruled by earned media.

The marketers we work with find that social media and influencer marketing help them avoid digital advertising’s easily ad-blocked path. They’ve learned how to get messages in front of consumers who connect with branded content as a matter of course while swiping through selfies. Brands in categories such as fashion and footwear, automotive, cosmetics, food and beverage and CPG have always put visual content at the center of their marketing. It’s human nature to be visually driven and brands that optimize for that can build viral campaigns and connections across social media networks like Pinterest, Instagram, Facebook and around the web. But until recently, marketers were pretty much in the dark when it came to knowing the value of all that consumer engagement.

ShareIQ has recently released a slate of tools that help brands measure earned media the same way they measure their paid media marketing. This includes our brand new free ShareIQ Facebook Earned Media Value Report, which creates a report for each Facebook page you select for analysis. The analysis is run using impression data obtained from Facebook directly. The new tool has met tremendous demand from more than 500 brands thirsty to calculate the value their Facebook content is generating, and from influencers that want to quantify the value they bring to brands.

Learn how to start getting the measure of earned media value

Brands asking important questions about influencer marketing and what -- if anything -- their earned media is worth now have an ebook to help them get to the bottom of it
Jonathan Gardner

Jonathan is vice president of marketing for ShareIQ, based in New York City.