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Chasing a Moving Target: Defining Earned Media Value

Chasing a Moving Target: Defining Earned Media Value | MarketingHits |

As social media continues to mature, established industry players from large platforms to emerging vendors are quickly moving to standardize the value their business.

In April, Facebook introduced Cost-Per-Action, or CPA, a new metric that allows managers at brands and agencies to assign a dollar value to specific actions.

Instead of paying by impressions (CPM) or clicks (CPC) -- metrics that cast a wide net and can be easily gamed -- actions help managers understand the true cost of acquiring fans or engagements. And with marketing budgets allocating more resources to social media campaigns, demonstrating value for money has become a priority when generating earned media through a mix of owned and paid promotion.     

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