Earned Media Measurement: How to Track the Success of Your Media Outreach Efforts

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As businesses strive to increase their reach and visibility in today’s digital landscape, earned media has become an essential part of their marketing strategy. Earned media refers to the publicity and exposure a brand receives through media coverage, word-of-mouth, and social media mentions, among other channels. It is a powerful tool that can significantly impact a company’s reputation and growth. However, measuring the success of earned media can be challenging. This article will explore the importance of earned media measurement and provide valuable insights on how businesses can effectively track their media outreach efforts.

The Importance of Earned Media Measurement

Understanding the impact of earned media is crucial for businesses as it helps them evaluate the effectiveness of their media outreach campaigns. By tracking and analyzing the results, companies can gain valuable insights into their target audience’s perception, identify successful strategies, and make informed decisions for future campaigns. Additionally, measuring earned media allows businesses to determine the return on investment (ROI) of their efforts and justify their marketing budgets.

Key Metrics for Earned Media Measurement

There are several key metrics that businesses can use to measure the success of their earned media efforts:

  1. Media Mentions: Counting the number of times your brand or content is mentioned by external sources can provide an initial measurement of your media coverage.
  2. Reach: Assess the size of the audience exposed to your earned media efforts. This can include the number of unique visitors to a website, social media impressions, or potential audience size from media outlets.
  3. Sentiment: Analyzing the sentiment of media mentions can provide valuable insights into how your brand is perceived and help identify areas for improvement.
  4. Share of Voice: Comparing your media presence with that of your competitors can give you an indication of how well you are performing within your industry.
  5. Website Traffic: Monitoring the traffic generated to your website from earned media sources can help measure the impact on your online presence and conversion rates.

Tools for Earned Media Measurement

Fortunately, there are several tools available to assist businesses in measuring their earned media efforts. These tools provide valuable analytics and insights that can help optimize future campaigns. Some popular options include:

  • MediaContacts.co: This media contacts list provider helps businesses identify relevant journalists and media outlets, making it easier to track media mentions and reach.
  • Google Analytics: A free and powerful tool that allows businesses to track website traffic, referral sources, and measure conversions.
  • Social Mention: Provides real-time social media search and analysis, allowing businesses to monitor brand mentions and sentiment across various platforms.
  • Mention: Monitors online mentions of your brand, competitors, and relevant keywords, providing insights into reach, sentiment, and influencer engagement.


Earned media is a valuable asset for businesses, and measuring its success is essential to optimize marketing strategies and achieve growth. By utilizing key metrics and effective tools like MediaContacts.co, Google Analytics, Social Mention, and Mention, businesses can track their media outreach efforts, understand their impact, and make data-driven decisions for future campaigns. Remember, earned media measurement is an ongoing process that requires continuous monitoring and analysis to stay ahead of the competition and maximize the benefits of your media exposure.

Published on February 18, 2024
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