Earned Media Value (EMV) is Tribe Dynamics’ proprietary metric for measuring the performance of digital earned media. Our approach assigns EMV to each social media post created about a brand, based on the engagement that the post has received. This value can then be used as a point of comparison between posts, or it can be summed to measure the performance driven by influencers and campaigns for any brand. The EMV attributed to any given creator, campaign, or brand can similarly be used for comparisons and rankings. As such, EMV is best understood as a relative metric and should be used within our ecosystem of metrics to help you report on your earned media program.

Not all content is created equal. Our methodology considers the effort needed to create content on different platforms when assigning a baseline EMV to a post. This baseline EMV is the value attributed before any engagement. For example, a YouTube video with zero likes, comments, and views will have a higher EMV than a TikTok video with zero likes, comments, and views, as YouTube videos typically require more time and effort to produce.

After the post was published, we'll track how many followers engaged with the content by viewing, liking, commenting, or sharing the post. The majority of a post's EMV depends on the engagement that it accrues. By using concrete, observable source of data like engagement, EMV provides a more accurate indication of a brand’s social relevance than estimated values like Impressions and Reach.

The table below details the types of engagement that are accounted for in EMV calculations, split by social platform: