Those in the marketing and agency world are privy to the buzzwords “paid,” “earned” and owned.” Traditionally, they stand for the different types of media and can be easily broken down like this:
- Paid: Buying a 30-second Super Bowl spot
- Earned: Coverage on Mashable
- Owned: Your company’s website
But social media has brought about a change. It not only affected how agencies themselves function on a day-to-day basis, but it also altered the definitions of paid, earned and owned me dia and blurred the lines between them. Now, the challenge that agencies face is figuring out how to integrate all three forms of media for maximum effect. What follows is a breakdown of what the terms mean, how different agencies interpret them, who is responsible for synthesizing the three channels and how the agencies measure success.
The Social Challenge
The conversations on Twitter and Facebook never stop — it’s 24/7/365. A brand can’t buy an ad and then call it quits — it has to continue the conversation, engage consumers and really earn that earned media.
“Why would a TV spot end and there be no URL or Facebook Page?” asks Curtis Hougland, founder and CEO of Attention. “We don’t want any ‘dead ends’ — the conversation should be ongoing and cross-platform.” Indeed, blasting consumers with banner ads and product placement isn’t enough. Wit h social media, marketing...
