Earned media意思
"Earned media" is a term used in the context of marketing and public relations to describe the publicity that is generated when consumers talk about a company, product, or service via word of mouth, social media, or other channels. Unlike paid media, where companies pay for advertising, or owned media, which refers to content produced by a company and distributed through channels it owns (like a company's website or blog), earned media is essentially free publicity.
Earned media can take many forms, including:
- Word of mouth: When people talk about a brand, product, or service with their friends, family, or colleagues.
- Social media mentions: When someone posts about a brand on social media, whether it's a positive review, a mention in a tweet, or a share of a company's post.
- News coverage: When a company is featured in a news article, blog post, or other form of media coverage that is not paid for.
- User-generated content: When consumers create content related to a brand, such as posting a photo of themselves using a product on Instagram.
Earned media is valuable because it can be seen as a more authentic form of advertising. Since it comes from the opinions of consumers rather than from the company itself, it can be more credible and influential in the eyes of other consumers. It can also be more cost-effective than paid media, as companies don't have to pay for the publicity.
However, earned media is also harder to control than paid or owned media. Since it's generated by consumers, companies have less control over when, where, and how it is created. This means that while positive earned media can be very beneficial, negative earned media can also be damaging to a company's reputation.