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Introduction to paid, owned, and earned social media

Learn about the 3 categories of media that can be used in a social media campaign and how to balance these.

Social media presence can be divided into three areas:

  • Paid – traditional advertising. It is any marketing channel you have to pay for to increase traffic.
  • Owned – website, profiles etc. These include all the channels that you control.
  • Earned – organic and press coverage. It is by word-of-mouth.

Let’s now look in more detail at what each of these means for your campaigns. Throughout this Activity, you will see examples from DMA Award winners VOXI. By following the same campaign the aim is to illustrate how you could plan one campaign across all of the different areas.

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How to Develop Your Social Media Content Strategy

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