Understanding  Earned Media

In today's world, the importance of public relations (PR) and publicity cannot be overstated. With media coverage and social media mentions becoming an essential part of marketing and brand building, earned media has become a crucial aspect of any successful marketing strategy.

What is Earned Media?

Earned media refers to the publicity or media coverage that a brand or company receives through social media mentions, word of mouth, reviews, and other forms of organic exposure. This type of media coverage is not paid for but is earned through the quality of the product or service and the engagement with customers.

What are the Benefits of Earned Media?

One of the most significant benefits of earned media is that it is authentic and trustworthy since it is generated by customers or third-party sources. It can also help increase brand awareness, drive traffic to a website, and enhance a brand's credibility. Furthermore, it can generate leads and sales without having to spend money on advertising.

How can a Brand Generate Earned Media?

Brands can generate earned media by creating high-quality products or services that customers love to talk about. Building strong relationships with customers and influencers can also help increase social media mentions, reviews, and other forms of organic exposure. Additionally, hosting events, creating engaging content, and partnering with other brands can all lead to increased earned media.

How is Earned Media Different from Paid Media?

Paid media refers to advertising that a brand pays for, such as advertisements on television or Google ads. On the other hand, earned media is generated through organic exposure that a brand earns by providing excellent products or services.

How does Social Media Influence Earned Media?

Social media has become an integral part of how brands generate earned media. Customers use social media to share their experiences with friends and followers, leave reviews, and engage with brands. Brands can leverage social media by creating shareable content, encouraging engagement, and working with influencers to increase social media mentions and generate earned media.

What is the Role of Word of Mouth in Earned Media?

Word of mouth is one of the most powerful forms of earned media because it is generated directly by customers. Positive word of mouth can lead to increased brand awareness, credibility, and sales. Brands can encourage word of mouth by providing excellent customer service and creating products or services that customers love to talk about.

References

  1. Berger, J. (2013). Contagious: How to build word of mouth in the digital age. Simon and Schuster.
  2. Scott, D. M., & Jacka, J. M. (2015). Integrated Marketing Communication: Advertising and Promotion in a Digital World. Routledge.
  3. Vaynerchuk, G. (2013). Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World. Harper Collins.
  4. Edelman Trust Barometer 2021: https://www.edelman.com/trust/2021-trust-barometer
  5. Cialdini, R.B. (2007). Influence: The Psychology of Persuasion, Revised edition. Harper Business Essentials.
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