Earned Media Measurement dashboards are a great way to better understand the drivers of earned media metrics using an interactive dashboard template designed for PR teams.
This article will cover:
Creating an Earned Media Measurement Dashboard
To create a new Earned Media Measurement dashboard, follow these steps:
Click Analyze in the left-hand navigation bar.
Click Get Started
Select Earned Media Measurement Report Template
Select Create.
Select Add Search.
Select the Search(es) and/or tag(s) you want to analyze via the inputs list. You can select up to 10 inputs to compare in your Dashboard, except for Share of Voice Inputs which have a max of 25.
To customize the searches applied to the entire tab, click Edit at the top of the tab
Bonus: This has already been available since April, but we wanted to make sure you saw it in case you missed it!
Use the Top Locations insight to see a distribution of mentions by location based on the location of the author. YouTube data is excluded from this visualization per their policies.
Click Apply
To save your Dashboard, select Save in the top left
Enter a name
Select Save
NOTE: Broadcast searches will not apply to the following widgets: "Key Results," "Top Performing," "Potential Reach," “Share of Voice by Reach,” and "Top Publications by Reach."
Creating a Shareable Earned Media Measurement Report
To create a shareable report of your Earned Media Measurement dashboard:
Click Create Report in the top right-hand corner
Your slides will be populate
Click within any slide to edit the text.
When you finish your edits, click the Save button in the top right-hand corner.
Click Share to open your options:
Get Report Link (this will create a password-protected link to the report every time)
Download PowerPoint
Download PDF
Viewing the Content Powering Your Dashboard
Interested in what content is powering your analytics? Want to know more about the details behind a spike in mentions captured on a specific day? Use the Content Stream to open up the content powering your Dashboard.
Click the Show Content icon on the right to find the Content Stream. You can then download, tag, sort, change sentiment, or share results;
This Content Stream is also contextual, meaning if you click on a spike or widget from the breakdown section, the stream will open to highlight only the documents related to that specific spike/widget.
Understanding the Earned Analytics Available
In this section, we will review each slide of the Earned Analytics Report:
Slide 1 - What are the key results for the timeframe?
This section provides a high-level overview of the coverage for the chosen date range. It also provides context as to how this coverage compares to the previous date period, enabling you to quickly see trends in how your coverage is performing.
Note: Sentiment - This metric provides an overview of the sentiment of the results. It is computed by deducting the results with negative sentiment from the positive sentiment results and then comparing this with the total documents with a sentiment rating. Formula: ([number of positive documents] - [number of negative documents]) / ([number of documents with a sentiment rating]) x 100
Slide 2 - What is the top-performing news content?
This section identifies the top documents within your coverage based on the highest reach, most syndicated, and top social echo, allowing you to quickly review the content creating the most impact.
Slide 3 - How does the earned media break down?
With visualizations graphically showing the media coverage's performance, you can identify important events via a Share of Voice by Search, Mentions Trend (current date range), and Mentions Trend by Source Type.
Slide 4 - What are the top publishers?
This section highlights the publishers of the media coverage by the highest volume of coverage and their potential reach. Here, you can quickly identify mentions by your key publications or sources that would interest you due to the size or volume of content they are publishing.
Slide 5 - What are the top entities and keywords?
This widget shows the entities that appear most frequently as identified using algorithms. An entity is a keyword usually classified as a common or proper noun.
Slide 6 - What is the potential reach?
Finally, visualize the potential audience size that your coverage has reached via graphs showcasing Share of Voice by Reach and Potential News Reach (current date range).
Slide 7 - How favorable is the content?
This slide is generated by looking at each document and boils the article's tone into positive, negative, or neutral, derived from our natural language processing algorithms.
Learn more about Sentiment in our dedicated article here.
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