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Earned Media Term Meaning
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Earned Media refers to publicity gained through organic means rather than paid advertising. It includes coverage by news outlets, customer reviews, social media mentions, shares, and word-of-mouth referrals. Earned media is considered one of the most credible forms of media exposure because it is typically unsolicited and generated by third parties.
Detailed Explanation
Earned Media plays a crucial role in building brand awareness and credibility. Unlike paid media, which involves direct payment for advertising space, or owned media, which includes content created and controlled by the brand, earned media is voluntarily provided by external sources. This can include journalists writing articles, bloggers mentioning a brand in their posts, customers sharing their positive experiences on social media, or influencers endorsing a product. The impact of earned media is significant because it often carries more trust and authenticity in the eyes of consumers. However, it is also less controllable than paid or owned media, making it essential for brands to actively engage with their audience and deliver exceptional experiences to encourage positive earned media.
Key Points
- What it is: Publicity gained through organic means, including news coverage, customer reviews, social media mentions, shares, and word-of-mouth referrals.
- Why it matters: Builds brand awareness and credibility, as it is typically unsolicited and generated by third parties, carrying more trust and authenticity.
- How to use it: Engage with your audience, deliver exceptional experiences, and encourage positive reviews and social media shares to generate earned media.
Examples
- Media Coverage: A tech startup gets featured in a major technology publication due to its innovative product, leading to increased brand visibility and credibility.
- Customer Reviews: A restaurant receives positive reviews on Yelp and Google, attracting more customers through word-of-mouth recommendations.
Related Terms
- Paid Media
- Owned Media
- Public Relations (PR)
- Word-of-Mouth Marketing
Frequently Asked Questions
What is Earned Media?
Earned Media refers to publicity gained through organic means rather than paid advertising. It includes coverage by news outlets, customer reviews, social media mentions, shares, and word-of-mouth referrals.
Why is Earned Media important for businesses?
Earned Media is important because it builds brand awareness and credibility. It is typically unsolicited and generated by third parties, which makes it carry more trust and authenticity in the eyes of consumers compared to paid advertising.
How can businesses generate Earned Media?
Businesses can generate Earned Media by engaging with their audience, delivering exceptional experiences, encouraging positive reviews and social media shares, and building relationships with influencers and journalists who can provide organic coverage.
