Generate and Amplify Earned Media

Generate and Amplify Earned Media: There are three main categories of media coverage that PR teams use to connect with target audiences:

Own media – content created and published by your brand.

Paid media – any advertising or media coverage that you have paid for.

Earned media – any unpaid mentions, coverage or content created and published about your brand by others.

Own and paid media are vital first steps to getting your brand name in the spotlight, but an earned media strategy is key to growing your business quickly and positively.

Earned media is often overlooked by marketers. Some may think earned media is out of their hands and ignore it in their marketing plans. Small businesses may also have difficulty prioritizing earned media simply because of bandwidth. Both situations are understandable, but they can lead to missed opportunities to connect with audiences, receive valuable feedback, and may even hinder other efforts to build brand awareness.

Never underestimate the power of earned media.

To help our #SMTLive Twitter chat community hone their earned media skills, we hosted a chat on “Tracking and Measuring Earned Media (in Social Media).” We brought in a team of experts in the field, Agility PR Solutions, to co-host the chat and offer tips and helpful solutions.

The questions we answered were:

  • Why invest in earned media?
  • How to build an earned media strategy?
  • How to amplify earned media on social media?
  • What tools and resources can you use to support your earned media strategy?

We’ve compiled a few highlights and takeaways from the Twitter chat to share with you here.

Why invest in earned media?

The best way to build brand awareness is through word-of-mouth. If your product or service is as good as you believe in it, others will quickly realize this and want to recommend it to others. Get your audience talking, and others will pick up on it quickly.

Earned media credibility. A recent report showed that 83% of consumers say they trust digital word-of-mouth messages more than advertiser-produced content.

You can also learn a lot from what people say about you. Tracking what others are saying about your brand can help you learn more about brand sentiment, help you make informed brand decisions and adjust your marketing strategy, and generally learn more about your audience.

How to make a plan for earned media

Step 1: Set goals

Step 2: Determine value

In order to track and monitor your efforts, you need to determine the value of earned media to your business.

Step 3: Make a plan

An important focus for earned media plans should be relationship building. You need to think through who you will contact and how you will contact organizations or individuals.

In terms of how to connect with people and build relationships, try some of the following methods.

Note: If you have a separate marketing and PR team, this initiative will benefit if both teams join forces.

One last thing to keep in mind when planning: make sure your social media presence is consistent with your brand and supports your earned media strategy.

Plan in Action

By this point, you’ve already spent a lot of time and effort planning. It’s time to take action and initiate conversations.

When people start talking about your business, it would be a shame not to lose that momentum. Use your social media platforms to connect with these people and organizations and amplify your earned media.

It’s simple. Share that content!

Tracking Earned Media

The only real way to track all these conversations is to invest in a platform that will track mentions and conversations for you.

Earned media can help your business grow significantly. While representing your brand can be intimidating, you’ll be glad you learned how to use this skill wherever your career takes you.

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