"This is particularly important when evaluating how creators are talking about your brand. Creators are the ultimate barometer of consumer interest. Sure you're following the conversations from the creators you work with directly. But what about other creators also talking about you? Monitoring, and measuring, the impact of creator conversations presents a powerful, concentrated panel of tastemakers across the social sphere. Quantifying the level of influence, reach, and impact that creators bring - both organically and through paid partnerships - is critical."
"That's why we've developed and expanded our share of influence reporting. SOI, as measured by the "earned media value" (EMV) that creator content accumulates, quantifies the estimated value of consumer engagement with digital earned media. This measurement can be used to evaluate the earned performance of individual marketing campaigns and benchmark brands within the competitive landscape. Measuring social influence Based on content from hundreds of thousands of the most influential content creators across the world, EMV reveals brands that are not just capturing consumer interest,"
Measuring the value, not just the volume, of social conversations reveals how creators influence consumer interest and brand potential. Creator conversations form a concentrated panel of tastemakers whose influence, reach, and impact should be quantified both organically and in paid partnerships. Share of Influence (SOI), measured by earned media value (EMV), estimates the value of consumer engagement with earned digital media and enables evaluation of campaign performance and competitive benchmarking. SOI correlates with brand lift and desirability, supports creative and budgetary decisions, and enables real-time optimization of content and creator partnerships.
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