Earned Media is organic social activity from people who are not part of a paid or managed campaign. Marble finds it, attaches it to the Property, and reads it next to the creator content you actually paid for.
Where this sits
Campaign tools measure what they were told about. Earned media has no brief, no tag, and no tracking link — which is exactly why it goes uncounted.
Property
The thing you care about
Creator Marketing
Creators you work with
Earned Media
Organic activity
Owned Social
Official accounts
Property Intelligence
The combined understanding
How Marble finds it
A Property is defined by the signals that identify it. Marble uses those signals to find public activity referencing it — then classifies each post and links it back, even when nothing was tagged.
Names
The Property name and every variant people actually use
Keywords
Phrases, characters, product terms, and taglines
Hashtags
Official tags and the ones the audience invented
URLs
Links to the site, store, listing, or landing page
Accounts
Official handles, plus who is talking to them
Discovery is the part that matters. Marble auto-links public content back to the Property when it carries no campaign tag and no tracking link — the activity that would otherwise never reach a report.
Illustrative example
Creator and content intelligence
Campaign creator post
Creator Marketing
Ongoing creator partner
Creator Marketing
Press mention
Earned Media
Unbriefed public post
Earned Media
Official account post
Owned Social
Auto-discovery links public content back to the property even when it has no campaign tag or tracking link.
Not a mention count. The shape of the organic conversation around the Property, and who is driving it.
Every organic post that references the Property, classified and attached to it.
The creators and accounts generating organic activity — including people you have never worked with.
How far the organic conversation travelled and how hard people engaged with it.
Which terms the audience uses, and which ones are picking up speed.
Whether organic attention is building, holding, or fading — and what moved it.
People already posting about the Property unprompted, ranked by the pull they actually have.
Earned media feeds creator marketing
The strongest creator shortlist is not a database query — it is the set of people already talking about the Property without being asked. Marble surfaces them from earned activity, ranked by the pull they actually demonstrated, and routes them straight into discovery and campaigns.
Illustrative example
Coverage by analytical question
Did the property create net-new audience?
StrongPotential confidence uplift · Small remaining gain
Which release and partner activity mattered?
DirectionalPotential confidence uplift · Partner data: medium gain
What is the impact worth?
EmergingPotential confidence uplift · Outcome data: high gain
What should change next?
DirectionalPotential confidence uplift · Cost data: medium gain
Organic activity cannot be attributed the way a tracking link can. Marble labels what was measured, what was estimated, and what was derived — so earned media strengthens the case without pretending to a precision it does not have.
Bring a brand, product, title, or franchise. Marble starts with public data and zero setup.
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