Vitrue, a company specializing in social media, has created a tool that evaluates the earned media worth of brands’ Facebook pages. Vitrue’s Social Page Evaluator measurements take into account the number of posts and interactions, since both directly impact the likelihood of a brand getting broadcast into newsfeeds, along with an “engagement multiplier” Vitrue created. That means brands with smaller fan bases can actually have more valuable communities.
Though the default is $5, the tool allows users to adjust the earned media number. Making such adjustments can exponentially increase the estimated overall value of brand pages. It’s up to marketers to determine what comparable impressions would cost in paid media.