Nathan Yerian
Many brands and marketing agencies are creating earned media departments, focused on the free publicity you can get from third parties when you have something to promote.
Earned media is free publicity that includes word-of-mouth and targeted public relation efforts that create buzz around a product, service, or brand.
Earned media differs from owned media, the platforms your company owns (i.e. its website), and paid media, which is the advertising you pay for (i.e. a television spot, print ads, etc.). Owned media allows for the most control, but it doesn't help you get eyeballs. Paid media gets you impressions, but the message you put out might be restricted by space or money.
Since earned media comes from third parties, it comes off as as more authentic and transparent than the other two forms. Think about a positive article in the press or just a simple customer testimonial on Amazon as forms of earned media.
The opportunity: earned media is free and it takes place through existing networks - editorial products and social channels. It can lead to credibility and brand loyalty.
And, of course, there are risks. Creating a product that is worthy of earned media coverage can be expensive and requires a solid strategy behind it. Since earned media comes from third parties, it's also possible you'll lose control of your message or that the buzz you generate isn't positive.
It's easy to determine where to spend your ad dollars or how to spruce up your website with content, but how do you generate publicity you can't produce yourself?
1. Make sure your owned, paid, and earned media plans are in alignment. Having an integrated media strategy is essential for every product launch or campaign kick-off. Earned media can come from a successful blend of owned and paid media. Maybe you run a television commercial (paid) that ties into a promotion on your company's Facebook page (owned). When you get people in the media to talk about it, or when the subject of your work becomes a Twitter trending topic, you've earned that publicity. Earned media often comes from a paid catalyst.
2. Invest in social. The number of messages shared through social networks like Facebook and Twitter is gigantic. Social media has created a platform for both positive and negative sentiments to be shared at lightning speed. Brands are wise to focus on social, even if it doesn't yet lead to direct profits. Getting positive earned media on social platforms is as simple as sharing quality content that you've created or curating useful content that shares your brand's perspective. Bonus: there are more tools out there to help you measure your success in social media marketing. Facebook lets brands measure earned media with a 'People Talking About This' metric.
3. Target niche audiences, like influential bloggers or reporters. Any good public relations professional has a solid list of places they pitch. If you're launching a product or campaign, offer previews and personalized messages to individuals in the industry that have credibility on the social web. One influential mommy blogger could write a post about your consumer packaged good that catches fire and leads to more buzz around your offering. Build relationships and strong networks so it's easier to get those same people to write and talk about you again.
Earned media is a fantasic addition to your marketing plan. Natural buzz around your product or service can make a huge impact on sales. It has the potential to take your marketing message futher and at a lower cost than owned, or paid media alone. In order to minimize the risk, and maximize the benefits make sure you align your efforts with your other forms of media when developing an earned media strategy. Provide a remarkable product, or service and get people talking.
