Earned Media Value (EMV) estimates what your advocates' reach and clicks would have cost as ads. You enter the CPM and CPC your company pays, and Social BI applies those rates to advocate posts.
Prerequisites
- Advocacy add-on. Want to learn more about this feature? Reach out to your account manager.
Without Advocacy, Earned Media Value still appears under Settings, Reporting, with an upgrade icon. Opening it shows an upgrade screen instead of the rate table, and the metrics do not appear in the report builder.
Set account rates
- Go to Settings.
- Under Reporting, select Earned Media Value.
- Enter a CPM and a CPC for LinkedIn, X (Twitter), Facebook, and Instagram.
- Click Save.
The currency symbol comes from your account currency. Manage Currency in the subtitle opens account settings. That link is hidden for the Advocacy Admin role.
Leave a field empty to store that rate as 0. If you save a mix of filled-in rates and empty fields, Oktopost asks you to confirm. The title is Some rates are 0. Empty fields are saved as 0, and earned posts on those networks show an Earned Media Value of 0.
A stored rate of 0 appears as an empty field the next time you open the page. After a successful save, the confirmation is "Earned media value updated".
Hover CPM or CPC for the definition. CPM is the rate you pay for 1,000 impressions on that network. CPC is the rate you pay for one click on that network.
Set campaign rates
Campaigns start from the account rates. A cell you have not edited follows later changes to the account rate. A cell you edit keeps its own value.
- Open the campaign.
- Select Settings.
- Expand Earned Media Value.
- Edit the CPM or CPC you want this campaign to use.
- Click Save.
The same Some rates are 0 confirmation appears when the campaign has a mix of rates and empty fields.
Reset to Default appears after you override at least one rate. It sets every campaign cell back to the current account rates. A reset control on a single field sets that cell back to the account rate. Click Save to keep either change.
Add the metrics to a report
- In Social BI, create or edit a report. See How to Create a Report in Oktopost.
- Set the source to Posts.
- Add Earned Media Value (CPM), Earned Media Value (CPC), or both.
- Click Save.
| Metric | What it shows |
|---|---|
| Earned Media Value (CPM) | Impressions on advocate posts, divided by 1,000, then multiplied by the CPM rate. |
| Earned Media Value (CPC) | Short link clicks on advocate posts, multiplied by the CPC rate. |
These metrics are available for LinkedIn, X (Twitter), Facebook, and Instagram. They are calculated for advocate posts. Posts you publish from company pages are not included.
While Oktopost is still collecting metrics for a post, Earned Media Value uses the current rates and account currency. After collection stops, the value stays as last calculated. Later rate or currency changes do not recalculate it.
Metric definitions are also listed in Posts Data Source.
Advocacy ROI dashboard
The Advocacy ROI dashboard shows an alert when every saved account rate and campaign rate is 0. The title is Earned Media Value is not configured. The description asks you to set at least one CPM or CPC rate. Manage Settings opens the Earned Media Value settings page when you can open Settings.
Dismiss hides the alert for the current visit. It returns on reload while every rate is still 0. The alert is hidden as soon as any saved rate is greater than 0.