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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.
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An effective social media content strategy should leverage every form of media at your disposal. There are broadly three categories of media. Understanding each of them will help you find a balance that works for you. Let’s work through them one by one. Paid media– simply put, paid media is the marketing you pay for.
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On social media, it includes boosted posts, targeted advertising, and sponsored content. It can be a useful way to promote your content and drive exposure. Owned media– this is in its simplest form the content you have full control over, for example, your blog, website, and social media accounts. This content should move your prospects through your customer journey. Focus on assets that help inform and educate your audience. Avoid being overly promotional. Earned media– this refers to the exposure you’ve earned in recognition for offering a fantastic service. This could include word of mouth, press, positive online reviews, or organic online traffic. This form of media is a great way to get introduced to new leads.

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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