Earned Media Value (EMV) - How does a metric so few understand control the decision making

In today's digital landscape, there's a metric that controls how businesses make decisions - Earned Media Value (EMV).

It measures the worth of unpaid exposure a brand receives. EMV wields incredible benefits for businesses: credibility, cost-effectiveness, broader reach, relationship building, and content amplification. Many companies use the metric to determine the effect of their social outreach. How to calculate it has always been a blurry line between value metrics and vanity metrics. Businesses are starting to find that their calculations over inflate the worth of their efforts.

It's time to reevaluate.