How these numbers are built
Read this before presenting any EMV figure to a stakeholder
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One sentence to remember
EMV answers "what would this exposure have cost to buy", not "what did this exposure earn". It is a proxy for reach, not revenue.
Impressions (CPM) method
Treats earned reach as if you had bought it as advertising.
EMV = (Impressions ÷ 1,000) × CPM × Sentiment%
The cleanest method, because CPM is a real ad-market rate. Compute it per platform since CPMs differ a lot. Sentiment% lets you discount mentions that were negative or off-brand.
Weighted engagement method
Assigns a dollar value to each action, weighted by depth.
EMV = (likes×a + comments×b + shares×c + views×d) × Sentiment%
Shares and comments are usually worth more than likes. The per-action rates are arbitrary by nature, so this is best for internal trend tracking rather than external reporting.
PR / media (AVE) method
For press coverage, based on what an equivalent ad in that outlet would cost.
EMV = AVE × PR multiplier
The multiplier is the most criticized idea in the field. AMEC formally rejects AVE. Use with care, keep the multiplier at 1 for a conservative figure.
Where data comes from
Today this tool takes manual entry and CSV import. The figures normally come from platform analytics (YouTube, TikTok, Meta, X), or from social-listening suites such as Brandwatch, Talkwalker and Meltwater. API connectors are planned, see below.
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Planned: live platform connectors later
YouTube Data API, TikTok, Meta Graph and X are scoped for a future version. They need API keys and, for X, paid access, so manual and CSV input come first.