A means to assign a dollar value to various actions associated with different social media content types. EMV allows marketers to assign a numerical value to their efforts, helping them to understand the ROI of their campaigns more fully. It is a subjective measure as there is no one, standardized way to calculate EMV. One common calculation is: # of users reached (impressions, reach, etc.) or # of actions taken (likes, comments, shares, etc.) x CPM
