Earned media is a valuable aspect of marketing that involves the organic promotion and exposure a brand receives through unpaid channels. Unlike paid media, which involves advertising space purchased, and owned media, which includes content created and shared by the brand itself, earned media is the result of genuine interest, advocacy, and sharing by individuals, customers, or the broader audience.
What is Earned Media?
In essence, earned media serves as a testament to the brand’s reputation, credibility, and the effectiveness of its marketing and customer relations efforts. The impact of earned media is significant, as recommendations and mentions from real users often carry more weight and authenticity than paid advertising, contributing to a brand’s overall success and market influence.
In digital marketing, “earned media” has emerged as a powerhouse for businesses seeking to enhance brand visibility organically. This form of media often includes:
- Social Media Shares
- PR Efforts
- Working with Affiliates and Influencers
- Link Building
- Organic Search Traffic
- Press Mentions
- Reviews
- Other Unpaid Endorsements
Earned media is a reflection of the positive sentiment and authentic engagement a brand has cultivated within its audience, showcasing the inherent value and appeal of its products, services, or content.
Strategies for Maximizing Earned Media
1. Compelling Content Creation
Create content that is inherently shareable and resonates with your target audience. For instance, a travel brand might produce visually stunning travel guides, encouraging users to share their wanderlust-inducing content.
2. Social Media Engagement
Actively engage with your audience on social media platforms. Respond to comments, encourage user-generated content, and foster a sense of community. Starbucks, for instance, engages users with personalized responses and encourages the sharing of user-generated content through campaigns like #StarbucksRedCup.
3. Influencer Partnerships
Collaborate with influencers relevant to your industry. Influencers can authentically introduce your brand to their followers, generating earned media through reviews, mentions, and shared experiences. Fashion brands often partner with influencers for product placements and reviews.
4. Public Relations and Media Coverage
Proactively engage with journalists and media outlets to secure positive coverage. Airbnb, for example, gained significant earned media through unique and heartwarming stories shared by hosts, which garnered media attention and positive public sentiment.
Benefits of Earned Media
1. Credibility and Trust
Earned media, often originating from unbiased sources, contributes to building credibility and trust among consumers. For example, customer reviews on platforms like Yelp or TripAdvisor provide authentic insights into the experiences of others.
2. Amplified Reach
As earned media often involves sharing and word-of-mouth, it has the potential to reach audiences beyond the brand’s immediate reach. The “Share a Coke” campaign by Coca-Cola, where individuals could personalize their Coke bottles, created a massive wave of user-generated content and organic sharing.
3. Cost-Effective Marketing
While the cultivation of earned media requires strategic efforts, it is essentially a cost-effective form of marketing. Dollar Shave Club gained widespread attention and earned media through its humorous and viral video campaigns, proving that creativity can amplify brand visibility without hefty ad spend.
Best Practices for Maximizing Earned Media
1. Authenticity is Key
Authenticity is paramount in cultivating earned media. Ensure that your brand values align with your messaging. The ALS Ice Bucket Challenge is a prime example, where authenticity fueled massive user participation and organic sharing.
2. Engage and Respond
Actively engage with your audience, whether through social media comments or customer reviews. Responding to feedback, both positive and negative, demonstrates a commitment to customer satisfaction. Wendy’s Twitter account is renowned for its witty and engaging responses, creating a positive brand image and earning media attention.
3. Monitor Brand Mentions
Utilize monitoring tools to keep track of brand mentions across various platforms. This allows you to promptly respond to mentions, participate in relevant conversations, and capitalize on positive sentiment. Oreo’s timely tweet during the 2013 Super Bowl power outage is a classic example of monitoring and capitalizing on a real-time marketing opportunity.
Key Performance Indicators for Earned Media
- Social Shares and Mentions:
- Track the number of times your content is shared on social media platforms and mentioned by users. Tools like BuzzSumo can assist in monitoring social engagement.
- Media Coverage and Impressions:
- Measure the media coverage your brand receives and the potential impressions generated. Platforms like Cision and Meltwater help in tracking media mentions.
- Customer Reviews and Ratings:
- Monitor reviews and ratings on platforms like Yelp, Google Reviews, or industry-specific review sites. Positive reviews contribute to positive earned media.
- User-Generated Content (UGC):
- Assess the volume and quality of user-generated content. Platforms like Instagram and Twitter often serve as hubs for UGC.
Integration with Owned and Paid Media
Earned media doesn’t exist in isolation; it harmoniously integrates with owned and paid media strategies for comprehensive marketing success.
1. Integration with Owned Media
Leverage earned media by showcasing positive reviews and user-generated content on your owned media channels. Incorporate user testimonials on your website, and highlight positive media coverage in your newsletters.
2. Integration with Paid Media
Enhance paid advertising efforts by incorporating elements of earned media. For instance, use positive user testimonials in paid social media ads, leveraging the credibility garnered through earned channels.
3. Synergy Across Channels
Ensure a cohesive brand message across earned, owned, and paid channels. Consistent messaging fosters brand recognition and reinforces the impact of each channel.
Conclusion
Earned media stands as a formidable force in modern marketing, capitalizing on the genuine enthusiasm and advocacy of a brand’s audience. By strategically implementing content creation, social engagement, and fostering genuine relationships, businesses can unlock the full potential of earned media. As it seamlessly integrates with owned and paid media strategies, earned media contributes to a holistic and impactful marketing approach in the digital age.
