Ads Marketing Social Media

Earned vs Owned vs Bought — Social Media

You may have heard someone talk about earned impressions or earned media.  But what does that really mean?
What’s the difference between earned, owned, and bought?
In the simplest terms, owned media is your organic social media posts and presence, bought or paid is your social media ads, and earned is the elusive virality from others sharing your content or talking about your brand.
Now that you know the difference between the various media types, let’s talk about how to maximize each one.

Owned Media

Owned media starts with content marketing.  You first need to build a library of content that you can share on social media.
Next, you need to develop a content strategy.  How often will you create new content and how frequently will you publish it.
We’ve already established that consistency is king.  You should be focusing on creating new content items (blog posts, infographics, product mockups) at least twice a week.
Once you have the content, you should publish your evergreen (always relevant) content on social media a few times to increase exposure.  Any given post is seen by less than 5% of your audience so posting a blog post three times can significantly increase impressions for your owned media.
We use a social media drip schedule to recycle our evergreen content.

Bought Media

When it comes to bought media, you should be ready to spend at least $1000/mo to see real results.
Be sure to understand your audience and optimize your ad creative to have the highest ROI.  Paid advertising is an art and often takes a lot of testing to get right.
Using influencer marketing can be an effective way to reach your target customer without breaking the bank.

Earned Media

Maximizing your earned media is the elusive unicorn of social media marketing.
The reach of earned media can far surpass that of bought media, without spending a dime.
So how do you achieve it?  How do you create viral content and encourage users to share or engage with your content?
One method is running a giveaway.  Giveaways are notoriously successful for making brands go viral and increasing the reach of earned media.
The other method is dynamically triggering posts.  Posts driven by weather or trends have an 89% higher engagement rate on average.
We all remember Oreo’s Super Bowl tweet that had nearly 15k retweets without a dime spent.
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So how did they achieve it?
They posted about something their audience was already interested in — the power going out during the Super Bowl.
If you want to achieve similar results for your brand, you can use Cloud Campaign to dynamically trigger social media posts based off of trends or the weather.

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