Professional advisor and researcher supporting agencies and in-house teams across a range of management, corporate communications and public relations issues
What's the advertising equivalent value (AVE) of a LinkedIn post? The post I've nested has had around 100 engagements. A typical, paid LinkedIn campaign costs five quid per click, so that's £500. But this is editorial, so we need to apply a multiplier of, say, 5x because earned media is five more valuable than advertising. ❌ It means my nested post has an AVE of £2,500. Like I said, it's nonsense. ✅ Please use robust planning and measurement to prove the value of your corporate communications or public relations work. Drop me a DM if you need help.
Cancel feedback. "We stopped using CoverageBook in our PR team because you are way behind for not including an AVE metric calculation." It's 2024. But this is pretty common feedback. "Way behind" is not how I'd put the decision to not make up this number inside CoverageBook. I'd say....perhaps we're a little more forward thinking. I politely disagreed. But did highlight the amazing methodology used (shared openly by 1 vendor). I'm sure this client could easily replicate without their technology. I'll copy / paste here... "A media outlet’s default AVE in .... .... is calculated using the industry standard formula of a Media Outlet’s SimilarWeb UVM x .025 x $0.37." So you take a big number. Get to 25% of it. Then multiply by $0.37. For everything. No need to name names. Pretty much every PR tool vendor makes up this metric. Most of them are members of AMEC....... And CoverageBook is behind. I'm not so sure...
Raf Weverbergh
2mo
Trigger warning - contrarian point of view here: AMEC does recommend to measure output, outcomes and impact. In that sense, AVE can be considered a blended/synthetic metric which allows for apples-to-apples Share of Voice comparisons between competitors (which a simple tally of clippings might not catch). Is this a case of "don't hate the metric, hate the people using it in a lazy way"?
Thoughtful LinkedIn and Sales Navigator strategy, training and content support
2moYep, that shows the pointlessness of both measures Stephen. It won't surprise you to hear I've heard of some companies analysing the impact of LinkedIn in this way...