By Michael Burke, Account Director
In marketing, a media placement is considered “earned” when it results from a journalist including a company in an article, and stands in contrast to paid media, such as advertisements. Earned media provides more credibility than advertising and is more influential in purchasing decisions. However, determining its value can be difficult, as many of the metrics used in advertising, such as clickthrough rates, are not applicable and don’t indicate the effect an article has on the target audience.
In an upcoming exclusive report from MSR Communications, we’ll discuss correlations and patterns that we found in data from more than 400 articles that are helpful in predicting and influencing the kind of impact that an article will have. While the full findings will be disclosed in the report, here’s a sneak peak at what we found:
- Most Enterprise Tech articles are shared infrequently through social channels–about 275 of the 419 articles we looked at received eight or less social shares, and tactics that boost social shares for earned media may provide an opportunity for differentiation.
- Contrary to popular belief, when it comes to the volume of social shares that an article typically receives, it may not matter what day of the week the article posts.
- While you’d think that articles that run in publications with huge circulations would get a lot more social shares, this does not appear to be the case. We saw an increase of less than one social share per every additional 10,000 readers that a publication has.
- While the impact of social presence on SEO is still a bit of a mystery, we do see a correlation between the number of social shares an article receives and search engine ranking–social shares, in very high volumes, may boost SEO impact.
These are just some of the findings, are are the tip of the iceberg when it comes to the insight that can be gleaned from data to sharpen PR tactics. Stay tuned for the full report!