Earned Media Value (EMV) is a dollar amount that is assigned to media that is gained through endorsements. It offers a concrete way of measuring the value of social word-of-mouth marketing efforts, or what is known as "organic traffic."
EMV differs from Paid media which is buying placement based on certain metrics like CPM (cost per thousand impressions) and CPE (cost per engagement), and Owned media which is content placed on your own channels.
The default values that CreatorIQ uses to determine Earned Media Value is based on research done by publications such as SocialChorus and Rhythm One. The white papers written by SocialChorus and Rhythm One will provides more insight and explanation as to how these values were determined.
If you have Admin permissions on CreatorIQ, you can configure the Earned Media Values for all campaigns at the organizational level. You can also adjust them for an individual campaign by using the Campaign Planner.