There's a lot of data available in your account. To help you navigate the ecosystem, think of every number you see as one piece of the puzzle; when evaluated together, our metrics are designed to come together to form a comprehensive picture of your earned media program.
By providing an ecosystem of data points, we hope to empower you to make nuanced and informed decisions about your brand's influencer marketing strategy.
Benchmarking my brand
Here's a cheat sheet on using Earned Media Value (EMV), EMV share, and the EMV Index to benchmark success:
1. Benchmarking against my own brand
Use EMV to benchmark the performance of your brand over time. Your brand’s EMV is the summary of the EMV from posts that mention your brand in a given time period.
2. Benchmarking against my competitors
Competitive EMV Share measures the performance of your brand’s earned media relative to the performance of your chosen competitors.
Use EMV Share to determine whether your brand outperformed or underperformed your competitive set over a given time period.
3. Benchmarking against my vertical
The EMV Index measures the earned media performance of brands within your industry (e.g., Cosmetics) at large.
Use the percent change in EMV Index to determine whether your brand outperformed or underperformed your relevant vertical(s) over a given time period.
Benchmarking my content
Besides EMV, there are a variety of alternative metrics to help measure the performance of your earned posts. Each of these metrics is meant to help you understand how audiences are engaging with content and report on the impact.
1. How actively engaged are audiences?
Total Engagements measures the total active engagements that earned media content received by totaling Likes + Comments + Shares per post. This metric is available at a post level as well as aggregated across Brand Buzz, Campaigns, and Profiles.
Leverage this commonly used metric to understand how engaged audiences are with content that mentions your brand or important topics.
2. Approximately how many views were there?
Estimated Impressions reports approximately the number of times a piece of content is displayed on a screen for a social media user (viewer). A viewer doesn’t have to engage with the post in order for it to count as an impression. Based on the engagement metrics and follower count that Tribe collects, our machine learning model estimates Impressions for each piece of content that we track (besides blogs).
Use this familiar metric to understand how many views your earned media content approximately received.
3. What's the quality of the content?
Engagement Rate measures the total engagement divided by the follower count a piece of content received. Tribe also reports the metric at an Ambassador level by averaging the Engagement Rate of all branded content created over the last 6 months.
Use the post and ambassador level Engagement Rate to compare content and set expectations on what future results may look like. Tribe color codes each Engagement Rate to help you understand what "good" looks like for a post and ambassador. Read more about this metric here.
Benchmarking my influencer community
In addition to the above, our suite of community metrics can help you understand what–and who–is driving your earned media program:
1. Who and how many?
Community size measures the total number of ambassadors who created content about your brand within a given time period.
A growing Community Size signals that your brand has more influencers mentioning your brand over time.
2. How often?
Posting Frequency is the average number of posts an ambassador created about your brand within a given time period.
A high Posting Frequency signals that a brand has a community that regularly mentions the brand, relative to the size of the community.
3. How engaging?
Ambassador Potency is the average amount of EMV an ambassador drove for your brand within a given time period.
A high Ambassador Potency signals that a brand has highly engaging content being created by its community, relative to the size of the community.
Download a PDF copy of the EMV Ecosystem cheatsheet here.
Now that we're armed with this information, lets head to Brand Buzz to start setting some influencer marketing goals.