- 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.