Updated: Jan 17, 2018
We found this post written by John Lusk which highlights the differences between Paid, Owned and Earned Media (POEM). We love this concept as it really defines the three areas and how they work together, as well as the "Happy Place" you need to find between the three. As a digital marketing agency, we strive to help our customers reach this happy place AS WELL as try to reach it ourselves.
John talks about leveraging POEM to optimise traffic across the social channels. This is hugely important. You can run Facebook ads / boosted posts every month at a small - medium cost. My guess is that so many businesses these days are heavily reliant on paid media because ultimately, they get results from it.
Paid media is all good and well....but your core, "Owned Media" needs to be setup and managed correctly. Ultimately, the goal of a social post is to generate engagement and then divert said person to the relevant page / site, where the content has been further fleshed out. A badly designed web page or a social page that does not contain RELEVANT content for the targeted audience is a massive deterrent. Sometimes, information overload will do have the same result. The right information, at the right time, to the right audience will get you to earned media.
John's definition on earned media is just so spot on. If you provide an amazing experience for your customer, they will become fans of your brand. This is not just associated to marketing, but also to customer service. Great service will give you the OPPORTUNITY to promote feedback from your customer. There is nothing better than hearing straight from someone that has experienced your brand and your service.
This is just a short overview on some of what John has written about POEM. I really implore you to go and take a look at what he has written.