Skip to 0 minutes and 11 secondsYou're scrolling through your Twitter, up pops a tweet from an account you don't follow. And under the tweet there's a little badge that says promoted. You click over to Facebook and notice a post from a brand page. Under the name of the page is the word sponsored. These are examples of paid media, which also include banner ads, sponsored Instagram posts, and anything else your company pays for as part of its media strategy. As brands become more interactive, consumers become more responsive. As social media platforms try to innovate in the advertising space, the line between earned and paid media continues to blur. Earned media is all on social, but not all social media is earned.

Skip to 0 minutes and 53 secondsIn this course, we'll talk about why paid media is important, whether it's still a must have and whether business can thrive without it. We'll also cover how paid media and earned media affect each other. Companies use social listening to pay attention to earned media, which informs their paid media decisions. It helps them decide what products to advertise and to whom. And then that paid media generates more earned media, and the cycle continues. Now we've already touched on how marketing is different than it was at the height of the cola wars. They also have to face a bold new challenger, LaCroix.

Skip to 1 minute and 30 secondsAs a recent social listening report for shows, soda generates far less buzz on social media than it used to, while sparkling water is surging. LaCroix alone has over 150,000 followers on Instagram. And you can bet Coke and Pepsi are well aware of this trend. Coke has been busy pushing DASANI Sparkling. While in early 2018, Pepsi launched its own sparkling water brand, Bubly, along with a paid media push headline by Neil Patrick Harris. To them, paying for star power is worth it because they've watched consumer sentiment and demand shift dramatically across social media channels. Over the next two weeks you'll watch in-depth tutorials on Google Adwords, Facebook and Twitter ads, and more.

Skip to 2 minutes and 15 secondsYou'll get high level guidance on planning and designing paid media campaigns. And you'll develop a perspective on social media strategy as refreshing as pamplemousse LaCroix, or whichever flavor you prefer. So let's get started.

Introduction

Over the next two weeks, you’ll watch in-depth tutorials on Google Adwords, Facebook and Twitter ads, and more. You’ll get high-level guidance on planning and designing paid media campaigns.

  • What kinds of paid media does your business or business that you are interested in use?

  • What are your thoughts on how paid media and earned media affect each other?

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This video is from the free online course:

Digital Media Analytics: Paid Media

Purdue University