What Is Earned Media?
Earned media refers to publicity gained through organic means, where third-party sources, such as customers, influencers, journalists, or other individuals and organizations, voluntarily share or mention a brand or its content. Unlike paid media, which involves advertising space purchased by the brand, and owned media, which encompasses channels controlled by the brand (such as company websites or social media accounts), earned media is perceived as more authentic and trustworthy because it is based on the opinions and experiences of others rather than direct promotion by the brand itself. Examples of earned media include positive reviews, media coverage, social media shares, and word-of-mouth recommendations.
The Essence of Earned Media
Earned media serves as a cornerstone for building brand credibility and expanding reach. When individuals or organizations voluntarily discuss a brand or share its content, it signifies the brand's positive impact or value proposition. This word-of-mouth marketing cultivates heightened brand awareness, fosters customer loyalty, and can even drive conversions.
A quintessential example of earned media is product reviews. When customers articulate their experiences and opinions about a product, it empowers potential buyers to make informed decisions. Positive reviews from esteemed sources wield significant influence, with studies showing that 91% of consumers trust online reviews as much as personal recommendations. This underscores the pivotal role of positive reviews in bolstering brand reputation.
Another potent facet of earned media lies in media coverage. When journalists or influencers spotlight a brand or its offerings in their articles or social media posts, it unlocks substantial exposure. Media coverage enables brands to tap into the expansive audience of the publication or influencer, while also enhancing credibility through association. This form of earned media can translate into heightened website traffic, amplified brand mentions, and potential partnerships.
Unveiling Strategic Approaches to Leverage Earned Media
To capitalize on the potency of earned media, businesses must adopt strategic methodologies. Here are key steps to consider:
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Exceed Expectations: The bedrock of earned media resides in delivering exceptional products, services, or experiences that resonate with customers. By surpassing expectations, brands cultivate a fertile ground for customers to organically share their positive experiences.
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Forge Influential Relationships: Identify influencers or key figures within your industry who wield sway over your target audience. Cultivate meaningful relationships by engaging with them, sharing valuable content, and nurturing mutually beneficial partnerships. Influencer endorsements amplify brand visibility and credibility, extending reach to new horizons.
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Champion User-Generated Content: Empower your customers to become brand advocates by actively encouraging the creation and dissemination of user-generated content. Whether through testimonials, reviews, or social media posts, user-generated content serves as a potent form of earned media, fostering community engagement and authenticity.
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Proactive Engagement: Vigilantly monitor social media platforms, review websites, and pertinent online communities to track conversations surrounding your brand. Swiftly respond to both positive and negative mentions, demonstrating a commitment to customer satisfaction and transparency.
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Nurture Media Relations: Foster symbiotic relationships with journalists and media outlets within your industry. Share compelling story pitches, newsworthy updates, or press releases aligned with their editorial interests. Cultivating robust media relations enhances the likelihood of securing coveted features and mentions in articles or news segments.
By implementing these strategic imperatives, businesses can effectively harness the potential of earned media and unlock the transformative power of organic publicity. While earned media may not be entirely within one's control, fostering exceptional experiences, forging influential relationships, and actively engaging with the audience can tilt the scales in favor of positive coverage and mentions from external sources.
