Earned Media Impact Metrics: How to Measure the Success of Your Media Contacts Efforts

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As businesses continue to invest in media contacts and earned media strategies, it becomes crucial to measure the impact and effectiveness of these efforts. Earned media refers to the publicity gained through promotional efforts other than paid advertising, such as press coverage, social media mentions, or influencer endorsements. To evaluate the success of your earned media campaigns, you need to understand the key metrics that indicate their impact on your business. In this article, we will explore the essential earned media impact metrics that can help you assess the effectiveness of your media contacts and make informed decisions for the future.

Website Traffic

One of the primary goals of earned media is to drive traffic to your website. Monitoring your website’s traffic metrics can give you valuable insights into the effectiveness of your media contacts efforts. Keep an eye on the number of unique visitors, pageviews, bounce rate, and time spent on site. An increase in website traffic indicates that your earned media activities are successfully attracting audience attention and driving them to explore your offerings further.

Social Media Engagement

Social media platforms play a significant role in amplifying your earned media efforts. Track metrics like the number of followers, likes, shares, comments, and reach on your social media channels. These metrics demonstrate the level of engagement and interest among your audience. The more people engage with and share your content, the wider your reach and potential impact. Additionally, monitoring sentiment analysis can provide insights into how the audience perceives your brand and its presence in the media.

Brand Mentions and Backlinks

An essential aspect of earned media is getting your brand mentioned by industry influencers, journalists, or publications. Keep track of the number of brand mentions and backlinks to your website. High-quality mentions and backlinks can significantly enhance your brand’s visibility, credibility, and search engine rankings. Moreover, consistent tracking of these metrics allows you to identify which media contacts or campaigns are generating the most valuable coverage for your business.

Media Reach and Impressions

Understanding the reach and impressions of your earned media efforts can provide a clear picture of your campaign’s visibility. Monitor the number of media outlets that cover your brand, the circulation or viewership of those outlets, and the estimated impressions generated by your media contacts activities. These metrics help evaluate the potential audience size exposed to your brand message and gauge the success of your earned media efforts in terms of maximizing exposure.

To effectively measure the impact of your media contacts and earned media campaigns, consider the following metrics:

  • Conversion Rate – Track the percentage of visitors who take a desired action on your website, such as making a purchase or filling out a contact form.
  • Brand Sentiment – Analyze the sentiment of brand mentions to understand how your audience perceives your brand and whether it aligns with your desired image.
  • Share of Voice – Compare your brand’s visibility to that of your competitors to evaluate your share of the media landscape within your industry.
  • Influencer Engagement – Measure the level of engagement and interaction with influential individuals who mention or endorse your brand.
  • Content Reach – Assess the number of people who see and engage with your content across different platforms and channels.

In conclusion, measuring the impact of your earned media efforts is essential for understanding the effectiveness of your media contacts strategies. By keeping a close eye on website traffic, social media engagement, brand mentions, backlinks, media reach, and impressions, you can gain valuable insights into the success of your earned media campaigns. Utilizing these metrics will help you optimize your media contacts efforts, improve brand visibility, and build a strong presence in the media landscape.

Published on December 10, 2023
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