Earned Media in Reputation Management
“Earned media” refers to any channel you gain by merit. You don’t own it, and you don’t pay for it. Someone else online, such as your customers, partner companies, journalists, industry thought leaders, and others, mentions you and shares your content, or publishes content you created just for their audience.
One major goal of reaching owned and paid media is the opportunity to get earned media, especially by customers who then become champions for you, your company, your products or your brand.
Examples of earned media:
- Word of mouth
- Reviews and recommendations
- Anything that goes “viral”, such as YouTube videos
- Guest blog posts
- Research published on other websites
- Your content being shared (i.e. LinkedIn groups, Facebook, Twitter)
- Your content being rated (i.e. Digg, StumbleUpon)
- Anyone talking about your company (i.e. forums, Q&A sites)
Earned media is the most credible of the three media types as well as the hardest to achieve since it is a third party endorsement, so you definitely want it to appear in search results and other places online so that it influences your online reputation.