When a click in a conventional LinkedIn ad buy might cost $5, Clearview Social will attribute that same click $5 of worth in EMV, but that doesn't include the intangible value that the Clearview click came organically from somebody a human knows and trusts, whereas the ad buy click said "Sponsored" all over it. This sounds good, but the truth is even better-Earned Media is viewed as inherently more trustworthy than purchased media. Now, say you also give your blog post to your friend Emma, who shares it and five of her friends read your insightful article-that is $68.90 you did not have to spend out of your advertising campaign to get those eyeballs. In the simplest possible example, if you were to author a new blog post and begin sending traffic to it via a purchase of LinkedIn paid placement, Google search keywords, or a promoted Tweet, you might select some parameters defining your target audience-say, users interested in Bankruptcy Legal News-and then set a bid of $13.78* per successful referral to your site. In the social media and employee advocacy industry, products like Clearview Social measure Earned Media Value (hereafter EMV) as what it would have cost to have purchased the same amount of media reach through traditional advertising costs. Earned Media Value is the accepted advertising industry standard for converting this kind of press to a dollar amount that can be assigned value. As a form of advertising-yet-not-quite advertising, there have been attempts to quantify the worth of this admittedly subjective task. Companies have always expended effort to generate press through social means, even prior to the advent of social networks-drumming up excitement through word-of-mouth or recruiting trendsetters to generate buzz.
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