Earned Media

This week’s class covered earned media, also refered to as free media. This consists in publicity gained through non-advertising promotional efforts through things like press releases, PR agencies, contacting journalists and placing stories with news outlets.

It is considered free media for some because it also consists on worth of mouth as customers become the advertising channel. Third party recommendations from friends and contacts are more credible and transparent than paid opportunities.

How to gain “Earned Media”?

  • When a business creates interesting content (owned media) on their blog, those blog posts are much more likely to be shared by your readers, becoming earned media.
  • Same thing applies when messages are used on social media channels such as Twitter (with retweets) and Facebook (share button).
  • This is a great tool for SEO. While the search engines love fresh content but more than that it is much more efficient when the content is being shared constantly, so the more times your owned media is shared, Liked, retweeted and posted the more valuable it becomes. Without owned media becoming earned media, the content created is not as valuable for SEO as it could be.
  • Generating “PR” or “getting coverage,” people still trust what it gets broadcast or published by traditional media.
  • Contacting high profile bloggers to write about the brand, service, product, etc.

One of the challenged of Earned Media is that once the content is available for the audience, businesses are no longer in complete control of their content. Much like social networking, earned media places the power of your brand in the hands of your consumers.

Monitoring Earned Media:

  • Using TweetDeck allows you to monitor Twitter activity and follow up on any mentions and interactions related to the business.
  • Google Alerts are email updates of the latest relevant Google results (web, news, etc.) based on your queries.
  • O’Leary Analytics they focused on monitoring brands mentions in online publications, quantify and qualify the results of your PR efforts, nationally and internationally.
  • Blog Statt. Blogger and WordPress provide a measuring tool as well.
Advertisements

Posted on November 28, 2012, in Advertising, Project Management, Social Media and tagged , , , , , . Bookmark the permalink. 1 Comment.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: