Today, we released a new POV on Paid and Earned Media: Building an Integrated Strategy.
As content across the social media landscape proliferates, it is becoming increasingly important for brands to cut through the clutter. Although brands are eager to connect with and engage consumers, industry findings estimate that fewer than 10% of a brand’s Facebook fans see content that is posted by the brand, indicating that brands can no longer rely on smart content alone to drive engagement and organic fan acquisition. As a result, it’s important for brands to look to paid media as an integral part of overall community strategy.
This report outlines how brands can begin to think about a strategy that integrates paid and earned in order to maximize the opportunity across social channels.