Earned media – the holy grail of PR and marketing. It's the organic buzz, the unsolicited mentions, the glowing reviews that build brand trust and drive significant ROI. But how do you actually measure its impact? It's not as simple as counting mentions; you need a strategic approach. This guide will equip you with the tools and techniques to accurately measure your earned media efforts and demonstrate their value.
Understanding the Value of Earned Media Measurement
Before diving into the how, let's clarify the why. Measuring earned media isn't just about vanity metrics; it's crucial for:
- Demonstrating ROI: Proving the tangible impact of your PR and marketing investments to stakeholders.
- Improving Strategies: Identifying what's working, what's not, and refining your future campaigns for optimal results.
- Benchmarking Success: Tracking progress over time and setting realistic goals for future campaigns.
- Securing Future Funding: Data-driven results are persuasive when seeking additional resources for PR and marketing initiatives.
Key Metrics for Measuring Earned Media
Measuring earned media effectively requires a multifaceted approach. Here are some key metrics to track:
1. Media Mentions:
- Volume: The total number of mentions across various media outlets (news articles, blogs, social media, podcasts, etc.). Tools like Brand24, Mention, and Google Alerts can help monitor this.
- Reach: The total estimated audience exposed to your brand mentions. Consider the circulation or viewership of each publication.
- Sentiment: The overall tone of the mentions (positive, negative, or neutral). Sentiment analysis tools can automate this process.
- Source: Identify the type of publication or platform (e.g., Tier 1 media, blogs, social media influencers). This helps assess the credibility and influence of each mention.
2. Website Traffic & Engagement:
- Referrals: Track the number of website visits driven by earned media mentions. Google Analytics provides this data.
- Bounce Rate: Monitor the percentage of visitors who leave your website after viewing only one page. A high bounce rate suggests the referral traffic might not be highly engaged.
- Conversion Rate: Measure the percentage of website visitors who complete a desired action (e.g., purchase, signup, download). This helps quantify the direct impact of earned media on business goals.
- Time on Site: Track the average amount of time visitors spend on your website. Longer times suggest greater engagement.
3. Social Media Engagement:
- Shares, Likes, Comments: Track the engagement generated by social media mentions of your brand.
- Brand Mentions: Monitor mentions of your brand and relevant keywords on social media platforms.
- Social Media Sentiment: Tools are available for tracking the overall sentiment expressed on social media about your brand.
Tools and Technologies for Earned Media Measurement
Several tools can streamline the process of measuring earned media:
- Media Monitoring Tools: Brand24, Mention, Meltwater, and Cision are examples of platforms that monitor online mentions.
- Social Media Analytics Platforms: Platforms like Sprout Social, Hootsuite, and Buffer offer robust analytics for social media engagement.
- Website Analytics Platforms: Google Analytics is essential for tracking website traffic and conversions from earned media sources.
- Sentiment Analysis Tools: Many media monitoring tools incorporate sentiment analysis capabilities, enabling the automated assessment of media mentions' tone.
Putting It All Together: A Holistic Approach
Effective earned media measurement isn't just about using the right tools; it's about integrating data from multiple sources and analyzing it strategically. Consider the following:
- Set Clear Goals: Define your objectives before you begin tracking metrics. What are you hoping to achieve with your earned media efforts?
- Choose the Right Metrics: Focus on the metrics that are most relevant to your goals.
- Track Consistently: Regularly monitor your metrics to identify trends and make adjustments to your strategy as needed.
- Report Regularly: Share your findings with stakeholders to demonstrate the value of earned media and inform future strategies.
By implementing a robust earned media measurement strategy, you can transform qualitative PR efforts into quantifiable business results. This data-driven approach allows for continuous improvement, stronger stakeholder engagement, and a clearer understanding of your brand's earned media impact.
