Paid, Owned, Earned

by Burcher, Nick

• ISBN13: 9780749465629
• ISBN10: 074946562X
• Format: Paperback
• Copyright: 2012-03-03
• Publisher: Kogan Page Ltd
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Summary

The complexity of media is one of the major problems facing advertising and marketing professionals today. The proliferation of media channels and the unpredictable ways in which consumers jump from TV to Facebook, to text messages to Google, to foursquare to iPods means it is difficult for brands to decide how best to reach their customers. Social media can be split into three primary categories: - "Paid," for example, display ads and affiliate marketing - "Owned," for example, company run websites or blogs - "Earned," which would include all types of word of mouth marketing Paid, Owned, Earneddefines the constituents of each area of media and shows how they are linked together.It proposes a blueprint for how to think and navigate across this space using a framework of key elements such as communities and content, social media optimisation, seeding and viral distribution, broadcasting and measurement.