Quantifying Digital Impact: NorthStar's Social Influence Value, Earned Media Impact Score, and Owned Media Valuation Index Explained

In today’s dynamic sports landscape, digital presence is as valuable as on-field performance. At NorthStar Sports Solutions , we’ve developed advanced methodologies to quantify the true value of an athlete's influence through three proprietary metrics: Social Influence Value (SIV), Earned Media Impact Score (EMIS), and Owned Media Valuation (OMV). These metrics provide stakeholders with actionable insights into the financial impact athletes, teams, and leagues can generate through their social and digital platforms.

What Are These Metrics?

Social Influence Value (SIV): SIV captures the monetary worth of an athlete's social media presence by evaluating the size, engagement, and growth of their following across platforms. It quantifies the financial potential of digital influence, helping brands assess an athlete’s ability to deliver ROI. The metrics used to calculate SIV include:

• Followers across platforms like Facebook, Twitter, Instagram, YouTube, and TikTok.
• Engagement Rates (e.g., likes, comments, shares) for Instagram and YouTube, adjusting the value based on how actively followers interact.
• Follower Growth (for Instagram and YouTube) to account for the rate at which the athlete's audience is expanding.

Earned Media Impact Score (EMIS): EMIS calculates the financial value of organic conversations and interactions generated by fans, media, and other external sources. It reflects how much “earned media” — unpaid promotion — an athlete attracts through mentions, impressions, and engagement. The metrics used in EMIS include:

• Engagements (likes, shares, comments) related to content about the athlete.
• Impressions, or how many times content is seen by people.
• Mentions on social media platforms, including how much attention the athlete is receiving from the public.
• Change in Mentions over time, adjusting for increases or decreases in public discussion.

Owned Media Valuation (OMV): OMV measures the financial value of content created and controlled directly by athletes or teams. This metric demonstrates the power of owned digital assets to engage audiences and amplify messaging across platforms. The metrics used to calculate OMV include:

• Engagements on owned content (e.g., posts, videos), such as likes, comments, and shares.
• Video Views on platforms like YouTube and TikTok, reflecting how much content is being consumed.
• Impressions for posts and videos, indicating the reach of owned content.
• Engagement Rate Per Post by follower on different platforms, showing how actively the audience is engaging with owned content.

The Significance of These Metrics

The sports industry is evolving, with digital platforms taking center stage in marketing and sponsorship strategies. Traditional methods of valuing partnerships often rely on subjective measures or outdated metrics, leaving gaps in understanding the real-world impact of athletes' digital presence.

NorthStar Sports’ proprietary formulas bridge this gap, offering a unique, data-driven approach that accounts for engagement, reach, and growth. These metrics empower brands, athletes, and teams to make informed decisions, ensuring maximum impact from sponsorships and marketing investments.

Simone Biles: A Case Study in Digital Influence

To illustrate the effectiveness of these metrics, let’s examine Simone Biles, one of the most influential athletes in the world. Using our methodologies, here are the results:

• Social Influence Value (SIV): $502,215.77 Simone’s expansive and highly engaged social media following, particularly on Instagram, drives this impressive figure. Her rapid follower growth further amplifies her value, making her an attractive partner for brands and sponsors.
• Earned Media Impact Score (EMIS): $54,218,711.08 This staggering figure reflects Simone’s ability to generate global buzz, with fans, media, and public conversations consistently amplifying her presence. Her EMIS highlights the significant financial value of the organic exposure she creates.
• Owned Media Valuation (OMV): $3,379,797.95 Simone’s ability to create impactful content directly, from Instagram posts to TikTok videos, underscores her OMV. This index captures the value her owned media generates through high engagement rates and cross-platform visibility.

Why This Matters Now

The future of sports marketing lies in leveraging data to unlock new opportunities. In 2023, global sports sponsorship spending was estimated at $105.47 billion, with projections indicating growth at a compound annual growth rate (CAGR) of 8.68% until 2030, potentially reaching nearly $190 billion (Statista). This substantial investment underscores the critical role of data-driven strategies in sports marketing, as organizations seek to optimize their sponsorship investments and maximize returns.

Metrics like SIV, EMIS, and OMV provide a comprehensive view of digital influence, turning complex interactions into actionable financial insights. They help brands allocate resources effectively, athletes optimize their personal brands, and teams strengthen their marketing strategies.

Conclusion

In today’s digital-first landscape, leveraging data is no longer optional—it’s essential for athletes, teams, and brands seeking to maximize their impact. Moving beyond basic metrics like follower counts and engagement rates, advanced analytics provide the actionable insights needed to inform strategic decisions and drive measurable results.

At NorthStar Sports, our proprietary methodologies—Social Influence Value (SIV), Earned Media Impact Score (EMIS), and Owned Media Valuation (OMV)—empower stakeholders to unlock the full potential of digital influence. These tools are designed to help you quantify value, optimize strategies, and elevate your performance in an increasingly competitive market.

Ready to turn digital influence into measurable success? Contact us today to discover how NorthStar Sports can help you harness the power of data-driven insights to transform your organization.