Paid, owned and earned media: What they are and where social fits into the mix
Achieving a balance between paid, owned and earned media strategies is an ever-evolving skill. Every time you think you’ve mastered it, audience preferences change. The balance shifts again.
Most communications professionals would say we’re in the midst of a major shift in media mix effectiveness. As consumers turn to social media for everything from education to entertainment and more, the channel’s role in a successful integrated marketing strategy expands.
Now, social strategies apply to more than just owned media. In fact, they can and should play a role in all three media buckets. In this article, we’re sharing how social media can take every aspect of your integrated communications strategy to the next level. Plus, we’ll give you the metrics you need to prove it.
Defining paid, owned and earned media
Before we get into where social fits in your paid, owned and earned media strategies, let’s do some level setting. Use this section as a cheat sheet to reference while rethinking the role of social media in your integrated communication efforts.
What is paid media?
Think of it this way: if you paid for the placement, it probably falls under paid media.
When it comes to paid, you pay for both social media ad space and reach. These two elements combined help communications professionals be highly intentional about who they’re reaching and how. Whether you’re targeting a search ad around brand keywords or running a print ad in a popular trade publication, paid media gives brands more control over how they reach new audiences.
Paid media examples
Print, radio and TV adsPaid searchDisplay advertisingPaid socialSponsored contentWhat is owned media?
Owned media is the content that you create and distribute on channels you control.
Brand marketing is a highly competitive arena. Setting your brand apart from the competition is essential for success.
The best #BrandMarketing we’ve seen on social media in the last 5 years: https://t.co/tmQVQSUPli pic.twitter.com/jCQ4hTorTR
— Sprout Social (@SproutSocial) May 12, 2022
