Paid, owned and earned social media

  • Paid media:
    The social ads you invest in so that they are displayed to predefined audiences.
  • Owned media: 
    Content posted on a brand's social channels, your Twitter profile or corporate LinkedIn page. Marketers measuring the success of owned media will often look at the engagement rate.
  • Earned media: 
    User generated content involving a brand, but which the brand has no control over. More often than not, earned media is the result of carefully planned paid and owned media campaigns.

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