17 Metrics to Measure Earned Media’S Impact On Brand Awareness
EarnedMedia.io
17 Metrics to Measure Earned Media’S Impact On Brand Awareness
In today's competitive market, understanding the impact of earned media on brand awareness and sentiment is crucial for success. According to insights from a General Manager, Marketing Expert, and a Publicity & Brand Exposure Expert, there are various effective strategies to measure this impact. The article kicks off with tracking media mentions and sentiment analysis, and wraps up with blending tools for evaluating earned media effects, presenting a total of seventeen insights. Discover these expert strategies to elevate your brand's media presence and sentiment.
- Track Media Mentions and Sentiment Analysis
- Measure Website Traffic and New Leads
- Use Analytics for Brand Sentiment Insights
- Monitor Earned Media Impact on Actions
- Analyze Quality of Media Placements
- Combine Analytics and Brand Monitoring Tools
- Track Mentions and Gather Qualitative Feedback
- Use Google Analytics and Social Listening
- Track Referral Traffic and Engagement Metrics
- Use Mixed Metrics for Earned Media Impact
- Combine Analytics and Sentiment Analysis Tools
- Monitor Media Mentions and Sentiment Tracking
- Track Referral Traffic and Social Engagement
- Use Mixed Metrics and Qualitative Analysis
- Monitor Brand Mentions and Sentiment Analysis
- Blend Tools for Evaluating Earned Media Effects
- Track Search Volume for Earned Media Impact
Track Media Mentions and Sentiment Analysis
Measuring the impact of earned media on brand awareness and sentiment involves using a combination of quantitative and qualitative metrics, supported by tools that track mentions, audience engagement, and sentiment analysis. Key metrics include media mentions and reach, which can be monitored through platforms like Meltwater, Cision, or Brandwatch to track the number of articles, social media mentions, and audience impressions. Sentiment analysis is another critical factor, allowing brands to determine whether the coverage is positive, neutral, or negative. Tools like Sprout Social or Hootsuite Insights help gauge the emotional tone of mentions. Additionally, share of voice (SOV) is a valuable metric that measures your brand's presence relative to competitors, providing insights into your standing within the industry. Platforms like SEMrush or Cision can be used to track SOV effectively.
Engagement metrics, such as website traffic, social shares, and direct customer inquiries, are equally important and can be monitored through Google Analytics and referral tracking. Search engine metrics, such as branded search volume and keyword rankings, provide further insights into how earned media impacts visibility. For instance, during a product launch that garnered significant media attention, we tracked a 40% increase in media mentions, a 20% boost in referral traffic, and a 15% growth in social media follower engagement. Sentiment analysis revealed overwhelmingly positive coverage, directly correlating with a 10% increase in sales during the campaign period.
To effectively measure earned media impact, it's essential to integrate monitoring tools with your broader analytics suite and focus on metrics that align with brand goals. By evaluating visibility, sentiment, and engagement, you can refine future strategies to maximize the value of earned media.
Measure Website Traffic and New Leads
To measure the impact of earned media on brand awareness and sentiment, I focus on tracking quantitative metrics like website traffic spikes and new leads generated. For example, I saw a client's website traffic increase by over 14,000% after a successful earned media campaign. This demonstrated heightened interest and engagement.
I also use sentiment analysis tools to capture shifts in perception by analyzing reviews and social media mentions. During a campaign, we helped a client generate 170 5-star Google Reviews in two weeks, indicating positive sentiment influenced by earned media activities.
Implementing multi-touch attribution helps connect earned media efforts to different stages of the customer journey. By assigning credit to each touchpoint, I can see how earned media contributes to lead conversion and overall campaign success, enhancing both awareness and sentiment.
Use Analytics for Brand Sentiment Insights
As someone deeply involved in digital marketing through 12AM Agency, I've developed methods to measure the impact of earned media on brand awareness and sentiment using tools like Google Analytics and social media tracking platforms. For instance, when we optimized SEO for a law firm client with a strategic content marketing approach, we observed an increase in organic web traffic and social media engagement. This was tracked back using analytics that highlighted key metrics such as page views, time spent on site, and social media shares, indicating a positive shift in brand sentiment.
We leverage customer feedback too. By actively managing online reviews and customer interactions, we gauge sentiment shifts post-earned media exposure. The spikes in positive reviews and client inquiries often result from featured blog posts or media mentions, showing how earned media can improve brand perception.
Another vital tool is sentiment analysis software which scans social media mentions and reviews, providing insights into how our campaigns affect public perception. This was particularly effective in a reputation management campaign for a local restaurant, where consistent positive sentiment correlated with an uptick in in-store visits following favorable media coverage. By focusing on real-time feedback and data interpretation, we adjust strategies to optimize brand sentiment effectively.
Monitor Earned Media Impact on Actions
In my law firm marketing experience, I use a mix of tools like Meltwater and Cision to track where our earned media mentions appear and how they affect brand perception. Last year, when one of our clients was featured in Above the Law, we monitored the spike in direct website traffic, social shares, and backlinks, which helped us attribute a 40% increase in consultation requests to that single piece of coverage. I've learned that measuring success isn't just about counting mentions - it's crucial to track how earned media drives potential clients to take action, like signing up for newsletters or requesting consultations.
Analyze Quality of Media Placements
Measuring the impact of earned media on brand awareness and sentiment is about combining the right tools with thoughtful analysis. I rely heavily on tools like Prowly and Brand24 to track key metrics, but the real value comes from interpreting those metrics in context. For instance, we don't just count media placements—we analyze the quality of those placements. Are they in publications that matter to the client's target audience? Are they driving conversations that align with the brand's message? One unique approach I take is using sentiment analysis not just to evaluate coverage but to guide future strategy. If a campaign generates positive sentiment, we double down on what worked. If there's neutral or mixed sentiment, we use it as a learning opportunity to refine the message or pitch. I also tie earned media back to broader marketing efforts by looking at website referral traffic, social media mentions, and even SEO improvements. For one client, a single feature in a high-profile trade publication led to a 30% spike in branded search queries within weeks. It's not just about tracking numbers—it's about connecting those numbers to business outcomes and using earned media to build lasting momentum.
Combine Analytics and Brand Monitoring Tools
At Lusha, we combine social media analytics with brand monitoring tools like Brand24 to measure both the quantity and quality of our earned media mentions. When we launched our new sales intelligence platform, we tracked increases in branded search terms and social media engagement, finding that positive mentions on LinkedIn drove 3x more qualified leads than other channels. I've found that creating custom dashboards in tools like Brandwatch helps us spot trends in sentiment and share of voice compared to competitors, which guides our PR strategy.
Track Mentions and Gather Qualitative Feedback
In my experience with Ankord Media, measuring the impact of earned media on brand awareness and sentiment involves a combination of analytics and qualitative insights. We use media monitoring tools to track mentions and share of voice, providing a clear picture of how our initiatives resonate with target audiences. For example, a strategic story placement increased our client's social media engagement by 30% within a month.
Apart from digital analytics, gathering qualitative feedback forms a crucial part of this process. We conduct interviews and surveys post-campaign to capture sentiment shifts directly from our audience. During a rebranding initiative, competitor analysis revealed valuable insights where post-campaign surveys showed a 40% positive sentiment rise, exceeding expectations.
We also leverage AI tools to analyze sentiment expressed in user-generated content and reviews in real time. This not only helps refine our strategies but also guides us in making data-informed decisions for brand storytelling that deeply connects with our audiences.
Use Google Analytics and Social Listening
As a healthcare marketing CEO, I've found that combining Google Analytics with social listening tools like Mention gives us the most reliable picture of earned media impact. Last month, we tracked a client's podcast feature that generated 2,500+ social shares and improved their sentiment score by 23%, which showed us exactly how that earned coverage moved the needle. I always recommend setting up custom UTM parameters for earned media links and monitoring branded search volume through Google Search Console, as these metrics help connect PR efforts to actual website traffic and engagement.
Track Referral Traffic and Engagement Metrics
In my SEO work at YEAH! Local, I've learned that measuring earned media impact requires looking beyond just mentions - we track referral traffic, domain authority of featuring sites, and engagement metrics through tools like Ahrefs and BuzzSumo. When we got featured in a major industry blog last year, we not only saw a spike in branded searches but also noticed a 30% increase in organic lead quality, showing how earned media directly impacts business outcomes.
Use Mixed Metrics for Earned Media Impact
To measure the impact of earned media on brand awareness and sentiment, I focus on both qualitative and quantitative metrics. For example, a campaign I worked on saw a noticeable spike in branded search volume and social media mentions within days of an article's release. Metrics like these, alongside website traffic from referral links, directly tied to the earned media, help track immediate impact.
For sentiment, I monitor comment sections, social conversations, and use tools like Brandwatch to gauge tone and emotions associated with mentions. In one case, a positive feature about a product led to overwhelmingly supportive engagement on Twitter, which mirrored the uplift in customer inquiries we received.
The key is connecting the dots between media coverage, audience engagement, and shifts in brand perception or actions. By closely watching these markers, we can see not just if the coverage worked, but how it resonated.
Combine Analytics and Sentiment Analysis Tools
At Wild Creek Web Studio, I've found Google Analytics combined with Mention.com to be incredibly helpful in tracking our earned media impact - we monitor everything from social shares to website traffic spikes after media mentions. Last month, we started using Brand24 for sentiment analysis, which helps us understand not just the quantity but the quality of coverage, showing us that positive mentions of our clients increased by 34% after implementing targeted PR campaigns.
Monitor Media Mentions and Sentiment Tracking
For our plastic surgery clients at Plasthetix, I've found that combining Meltwater for media monitoring with our own custom social sentiment tracking gives us the most accurate picture of brand awareness impact. When we recently helped a client respond to a sensitive news story, these tools showed us that our strategic response actually boosted positive sentiment by 45%, which directly translated to more consultation bookings.
Track Referral Traffic and Social Engagement
We measure the impact of earned media by combining both numbers and real-world feedback. For brand awareness, tracking referral traffic through tools like Google Analytics helps. If there's a spike in traffic after a mention, it's a clear sign the coverage is getting attention.
To understand the brand sentiment, social listening tools like Brand24 or Mention are invaluable. These tools help track not only how often the brand is mentioned but also whether the sentiment is positive, negative, or neutral.
I also look at social media engagement before and after the earned media exposure. If there's an increase in shares, comments, or direct messages, it's a good indicator that the coverage resonated with people.
Ultimately, earned media isn't just about being seen. It's about driving meaningful interactions. If those interactions lead to inquiries, conversations, or partnerships, then the earned media is doing its job.
Use Mixed Metrics and Qualitative Analysis
To measure the impact of earned media on brand awareness and sentiment, I focus on a mix of quantitative metrics and qualitative analysis. Key tools include Google Analytics, social listening platforms like Brandwatch, and media monitoring tools like Cision or Meltwater.
Metrics I track include How many people potentially saw the coverage.
Referral Traffic How much buzz the coverage generated on platforms like Twitter or LinkedIn.
Sentiment Analysis: Tools like Brandwatch can gauge whether mentions are positive, neutral, or negative.
Top tip? Pair these metrics with pre- and post-campaign surveys to measure shifts in brand perception directly from your target audience. This combo gives you both the numbers and the nuance to assess impact.
Monitor Brand Mentions and Sentiment Analysis
We monitor a number of important indicators to gauge how earned media affects sentiment and brand awareness. We track brand mentions on social media, forums, and news sources using social listening tools like Brandwatch or Hootsuite, examining the volume and tone of discussions. Sentiment analysis aids in determining whether the conversations are neutral, good, or negative. We use tools like Google Analytics and Mention to measure metrics like media reach, share of voice, and website traffic in order to determine brand awareness. In order to assess the degree of involvement and relevance, we also monitor engagement rates (likes, shares, and comments). These findings aid in assessing the impact of earned media on brand identification and perception when paired with consumer surveys and brand tracking research.
Blend Tools for Evaluating Earned Media Effects
As a publicity strategist, I'm a firm believer in the power of earned media to amplify a brand's presence and shape its narrative. Just like any qualitative data, to evaluate its effects on brand awareness and sentiment I turn on a well thought out blend of tools and metrics. Thanks to Coveragebook, I can now track media placements and create detailed reports that reflect the full impact of the media coverage. With ReachReport, I can easily see the reach of the message. With SEMrush and Ubersuggest I can monitor how earned media increases visibility via search traffic, while website analytics show me how that exposure is translated to tangible levels of engagement. A combination of these tools enables my clients to make brand-building decisions and get a return on their PR investments.
Track Search Volume for Earned Media Impact
Search volume related to your brand is one of the most telling metrics when assessing the impact of earned media. It serves as a direct reflection of public interest and can provide a clear picture of how your brand is performing in the minds of consumers after being featured in media coverage. When your brand is mentioned in a high-profile article or other earned media format, ideally, it will spark curiosity and lead people to search for more information online. Tracking these search spikes helps you understand how well your earned media is resonating with your audience.
Tools like Google Trends, SEMrush, and Moz are invaluable for tracking these changes in search volume. By monitoring this data over time, you can compare the effects of different earned media placements and identify which types of coverage lead to the most substantial increases in brand visibility. This allows you to fine-tune your public relations strategy and focus on media outlets or types of stories that yield the best results in terms of search-driven traffic.
