What to look out for when earned media value is calculated

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When reporting to stakeholders about your social media impact, it’s valuable to include a high-level overview of your earned media value.

While earned media value can be a useful measure for evaluating the success of your social media efforts, it’s important to keep in mind common challenges around earned media value formulas.

Here are a few key things to watch out for around how earned media value is calculated:

Common calculation inconsistencies: The challenge with EMV calculations oman mobile database is that there is no standard way to assign a monetary value to social media engagements. Some methods rely on advertising equivalents, like cost-per-click (CPC) or cost-per-engagement (CPE), while others use arbitrary multipliers based on perceived value. Not to mention, the calculation of earned media value can vary significantly between different social media platforms and partners. This can lead to inconsistencies and make it difficult to compare results across platforms.
Lack of transparency: Be wary of partners who are vague about their approach to calculating EMV. Some may claim their calculations are based on a “proprietary algorithm” or a “trade secret.” This lack of transparency makes it difficult to determine the accuracy and reliability of their results.
Misaligned KPIs: Ensure the EMV calculation aligns with your specific goals. Misalignment can lead to skewed earned media value figures and make it challenging to accurately measure the success of a campaign. It’s crucial for companies to carefully choose and align their KPIs with their EMV calculations to get a more accurate understanding of their campaign’s effectiveness.