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How to Successfully Generate and Amplify Earned Media for Your Brand

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2 years ago

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how to successfully generate and amplify earned media for your brand
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There are three major categories of media coverage that PR teams use to reach and connect with their target audiences:

Owned Media — Content created and published by your brand.

Paid Media — Any ads or media coverage that you have paid to run.

Earned Media — Any unpaid mentions, coverage or content created and published about your brand by others.

Owned and paid media are vital first steps to getting your brand name on the radar, but an earned media strategy is the key to fast and positive growth for your business.

Earned media is often overlooked by marketers. Some may mistake earned media to be out of their hands and disregard it from marketing plans. Small businesses may also struggle to prioritize earned media simply due to bandwidth. Both situations are understandable but can lead to missed opportunities in connecting with audiences, receiving valuable feedback and can even hinder other efforts to spread brand awareness.

Never underestimate the power of earned media.

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

The questions we answered:

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

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

The best way to gain brand awareness is through word-of-mouth. If your product or service is as excellent as you believe it to be, others should pick up on it quickly and will want to recommend it to others. Get your audience talking and others will quickly catch on. 

Earned media is trusted. A recent report showed 83% of consumers say they trust digital word-of-mouth more than content produced by advertisers.

Additionally, you can learn a lot from what people are saying 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. 

Step 1: Set goals.

Step 2: Define value.

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

Step 3: Make a plan.

An important focus for earned media plans should be relationship building. Both the who and how you will connect with organizations or individuals should be considered.

In terms of how to reach people and build relationships, try using multiple of the following methods.

Note: If you have a separate marketing and PR team, this is an initiative that benefits when both teams join forces.

A final thing to keep in mind while planning: make sure your social media presence aligns with your brand and supports your earned media strategy.

By this point, you’ve put a lot of time and effort into planning. It’s time to act and initiate conversations.

Once 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!

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

Earned media can help your business grow tremendously. Although pitching your brand can be intimidating, it’s a skill you will be glad you learned to utilize wherever your career takes you.

For more advice on pitching journalists, Agility PR Solutions put together this guide to help marketing and PR teams in their efforts to generate more earned media. How to Get Journalists to Open, Click, and Love Your Email Pitch.

Socialmediatoday.com

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How to Train ChatGPT to Write in Your Brand’s Tone of Voice [Infographic]

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6 hours ago

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December 11, 2023

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How to Train ChatGPT to Write in Your Brand’s Tone of Voice [Infographic]

Are you looking for ways to improve your ChatGPT output? Want to train it to write in a more unique tone of voice, in order to better suit your branding?

The Creative Marketer shares his ChatGPT prompt tips in this infographic. To enact these, add “Write like [INSERT CHARACTER]” at the start of your ChatGPT instructions.

TCM breaks things down into the following categories:

  • Innocent
  • Sage
  • Explorer
  • Ruler
  • Creator
  • Caregiver
  • Lover
  • Hero
  • Everyman
  • Magician
  • Jester
  • Outlaw

Check out the infographic for more information.

A version of this post was first published on the Red Website Design blog.

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Elon Musk reinstates far-right conspiracy theorist Alex Jones on X

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13 hours ago

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December 10, 2023

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Conspiracy theorist Alex Jones has been reinstated on X, formerly known as Twitter, by company owner Elon Musk

Conspiracy theorist Alex Jones has been reinstated on X, formerly known as Twitter, by company owner Elon Musk – Copyright GETTY IMAGES NORTH AMERICA/AFP/File Joe Buglewicz

Elon Musk, the billionaire owner of X, on Sunday reinstated far-right conspiracy theorist Alex Jones on the social media platform, a year after vowing never to let him return.

Jones, who claimed that a December 2012 school shooting in Newtown, Connecticut that killed 20 children and six educators was a hoax, was banned from the platform — then still known as Twitter — in 2018 for violating its “abusive behavior policy.”

He was also sued by families of the victims of the Sandy Hook school shooting and ordered by a judge in the case to pay up more than a billion dollars in damages last year.

Musk had himself promised never to let the Infowars host back on the social media platform, which he bought last year for $44 billion.

But following a poll Musk conducted on X asking whether Jones should be reinstated, to which some two million users responded, he flipped that decision.

“I vehemently disagree with what he said about Sandy Hook, but are we a platform that believes in freedom of speech or are we not?” the SpaceX founder said on X.

But Shannon Watts, founder of the group Moms Demand Action group which pushes for tighter gun laws, said that “defamation is not free speech.”

Musk’s decision comes the same week that the Sandy Hook families commemorate the 11th anniversary of the December 14 shooting, which Jones alleged was staged to allow the government to crack down on gun rights.

Jones’ followers harassed the bereaved families for years, accusing parents of murdered children of being “crisis actors” whose children had never existed.

It also came a week after Musk had responded to advertisers pulling out of X because of far-right posts and hate speech, including an apparent endorsement by Musk himself of an anti-Semitic tweet.

Asked whether he would respond to the advertising exodus, Musk said in an interview with journalist Andrew Ross Sorkin that the advertisers could “go f*** yourself.”

Jones, who has a million followers on X, returned to the site with his first post re-tweeting Andrew Tate, the controversial former kickboxer facing rape and human trafficking charges in Romania, in which he hailed Jones’ “triumphant return”

US media reported that as of Sunday, the account of Jones’ controversial show Infowars was still banned.

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Instagram Launches New ‘Close Friends Only’ Podcast to Showcase Celebrity Users

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19 hours ago

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December 10, 2023

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Instagram Launches New ‘Close Friends Only’ Podcast to Showcase Celebrity Users

Not sure if this will be a valuable addition, or another stream that’ll fade out pretty quick, as Meta stops paying attention to it.

Today, Instagram has launched a new podcast called “Close Friends Only”, which it says will present “the latest on culture – from memes and icks, to fashion and friendship – all from your favorite celebrities.”

And they’ve gone big out of the gate, with the first episode featuring Ice Spice in conversation with Doja Cat.

The conversation sees the two stars discuss their favorite memes, their favorite animals, celebrity crushes, experiences in flirting on IG, their juiciest DMs, and more.

Which will no doubt get a heap of attention, and will help make Instagram a bigger focus for youngsters seeking to replicate their idols. But in terms of practical advice or tips, yeah, there might not be a heap there.

But it could be worth tuning in anyway, in order to get the lowdown on the latest trends, from some of the people that are leading the way on cultural shifts.

But then again, as noted, it’ll be interesting to see how IG follows this first episode up, and whether they keep running regular episodes of the podcast with more celebrities.

Either way, it’s an interesting promotional vehicle for IG, especially given that it’s focusing on musicians, as TikTok becomes an even more critical platform for music promotion.

Maybe, then, this will be Instagram’s counter to that, but again, we’ll have to wait and see whether more episodes arrive.

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