What is Earned Media?
Earned media is like a digital pat on the back for a brand. It’s the attention and exposure a brand gets from other people or organisations without paying for it. Think of it as free publicity that comes when others talk about your brand or share your content because they genuinely like it.
Example of Earned Media:
Imagine a local bakery making a unique cake for a customer’s birthday. The customer posts a picture of the cake on their social media and raves about how delicious it was. Their friends see the post, get intrigued, and start talking about the bakery. This buss generated by the satisfied customer is an example of earned media.
Why Tracking Earned Media is Important:
Tracking earned media is important for several reasons:
Credibility: Earned media often comes from unbiased sources, like customers or independent reviewers. It carries credibility because it’s seen as more trustworthy than paid advertising.
Brand Awareness: Earned media can significantly boost a brand’s visibility. When others talk positively about your brand or share your content, it can reach a broader audience than your direct marketing efforts.
Feedback and Insights: Monitoring earned media can provide valuable feedback and insights about how your brand is perceived and what aspects of your products or services people appreciate the most.
Using Earned Media for Data-Driven Decisions:
For brands looking to stay competitive and adapt to market trends, here’s how to use earned media data effectively:
Review and Feedback Analysis: Pay attention to reviews, comments, and mentions of your brand online. Identify recurring themes or sentiments to understand what customers like and where improvements are needed.
Influencer Partnerships: If influencers or individuals with a significant following mention your brand positively, consider partnering with them for collaborations or promotions. Their endorsement can amplify your brand’s reach.
Content Strategy: Identify content that generates earned media (e.g., blog posts, videos, infographics). Create more of this type of content to encourage further sharing and discussion.
Crisis Management: In case of negative earned media, have a plan in place to address issues and concerns promptly. Addressing negative feedback professionally can help mitigate damage to your brand’s reputation.
Competitor Analysis: Analyse earned media for your competitors. What are they doing that’s earning positive attention? Learn from their successes and adapt your strategies accordingly.