Paid, earned and owned media: Convergence in social media

Christy Belden

Journal of Digital & Social Media Marketing, 2013, vol. 1, issue 3, 243-250

Abstract: Social media can be paid, owned or earned. What makes social media a truly remarkable marketing channel, however, is the intersection of all three in the social media space. This paper will discuss the application of social media among paid, owned and earned media. It will also discuss how to leverage these to build more engagement among fans, drive sales via direct response campaigns and build brand awareness.

Keywords: social media; owned media; paid media; earned media; digital marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2013
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