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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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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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Fed-up accountant 'shocked and disappointed' after his Facebook account is taken down again

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4 hours ago

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February 5, 2023

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Fed-up accountant 'shocked and disappointed' after his Facebook account is taken down again

A fed-up accountant has spoken of his “disappointment” after his Facebook page was taken down AGAIN. Last July, we told how Suleiman Krayem feared …

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Twitter Tests New Quick Boost Option for Tweets

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10 hours ago

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February 5, 2023

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Twitter Tests New Quick Boost Option for Tweets

Here’s the difficult thing with Twitter no longer having a comms department – now, there’s nowhere to go to confirm info about the app’s latest updates and features, and where each is available, etc.

Case in point – this week, Twitter appears to have launched a new in-stream boost option for tweets, which provides a quick and easy way to promote your tweet without having to launch a full ad campaign.

As you can see in these screenshots, posted by Jonah Manzano (and shared by Matt Navarra), the new boost option would be available direct from a tweet. You’d simply tap through, select a budget, and you would be able to boost your tweet then and there.

Which seems to be new, but also seems familiar.

It’s sort of like Twitter’s Quick Promote option, but an even more streamlined version, with new visuals and a new UI for boosting a tweet direct from the details screen.

Tweet boost

So it does seem like a new addition – but again, with no one at Twitter to ask, it’s hard to confirm detail about the option.

But from what we can tell, this is a new Twitter ad process, which could provide another way to set an objective, a budget, and basic targeting parameters to reach a broader audience in the app.

Which could be good, depending on performance, and there may well be some tweets that you just want to quickly boost and push out to more people, without launching a full campaign.

It could also be a good way for Twitter to bring in a few more ad dollars, and it could be worth experimenting with to see what result you get, based on the simplified launch process.

If it’s available to you. We’d ask Twitter where this is being made available, but we can’t. So maybe you’ll see it in the app, maybe not.

Thus is the enigma of Twitter 2.0.



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Twitter faces lawsuit by advisory firm for $1.9 million in unpaid bills

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16 hours ago

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February 4, 2023

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Twitter faces lawsuit by advisory firm for $1.9 million in unpaid bills

US-based advisory firm Innisfree M&A Incorporated sued Twitter on Friday in New York State Supreme Court, seeking about $1.9 million compensation for what it says are unpaid bills. Reuters File Photo

New York: US-based advisory firm Innisfree M&A Incorporated sued Twitter on Friday in New York State Supreme Court, seeking about $1.9 million compensation for what it says are unpaid bills after it advised the social media company on its acquisition by Elon Musk last year.

“As of December 23, 2022, Twitter remains in default of its obligations to Innisfree under the agreement in an amount of not less than $1,902,788.03,” the lawsuit said.

Twitter and a lawyer for Innisfree did not respond to queries.

Elon Musk in October closed the $44 billion deal announced in April that year and took over microblogging platform Twitter.

In January 2023, Britain’s Crown Estate, an independent commercial business that manages the property portfolio belonging to the monarchy, said that it had begun court proceedings against Twitter over alleged unpaid rent on its London headquarters.

Advertising spending on Twitter Inc dropped by 71% in December, data from an advertising research firm showed, as top advertisers slashed their spending on the social-media platform after Musk’s takeover.

The banks that had provided $13 billion in financing last year for the Tesla chief executive’s acquisition of Twitter abandoned plans to sell the debt to investors because of uncertainty around the social media company’s fortunes and losses, according to media reports.

Recently, Twitter made its first interest payment on a loan that banks provided to help finance Musk’s purchase of the social media company last year.

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