Stella Bayles, director at CoverageBook and comms measurement expert, Steph Bridgeman talk through how to measure earned PR coverage on social platforms in 2022.

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How to measure social coverage
in 2022

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Welcome
@StellaBayles @StephBridgeman

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What is the latest in
brand social, what can
we measure?

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Engagement rates are
declining…
Source: Rival IQ research

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What are the best ways
to capture social
coverage?

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● URLs are better than screenshots
● If using social listening tools, export both
URL and ‘article body’ or full post content to
XLS
● How to export Instagram stories

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www.storysaver.net/

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Posts vs page? How
should social be
measured?

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How do we measure
views?

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How should we measure
sentiment?

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Is it possible to measure
ROI for social coverage?

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Evaluation & marketing budget allocation
PAID OWNED EARNED
Impressions
Cost per 1000
impressions
Cost per 1000 Est
Views
Impressions
Cost per 1000
impressions
Est Views
(Proxy for impressions)

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● Paid & Owned reports impressions
Value
● Cost per 1000 impressions (CPM)
○ How much it costs to place your ad 1000 times on a
particular page(s) of a website

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1. Calculate the Estimated views of all your media or social coverage
2. Work out the total cost of all PR inputs into the campaign (or time
period; total salaries/retainers)
3. Once you have that total do this simple calculation…
Cost per 1000 (CPM) metric for PR coverage

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Total Cost to generate coverage = $10,000
Total Estimated views of the coverage = 1,500,000
Divide 1,500,000 estimated views into 1000 chunks = 1,500
Divide $10,000 into 1,500 = $6.66
= Cost per 1000 Impressions (CPM) of $6.66
Cost per 1000 (CPM) metric for PR coverage

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Thanks for joining!
@StephBridgeman
@coveragebook @StellaBayles CoverageBook.com