Tag Archives: paid media

Facebook Keeps on Changing

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Facebook is attempting to keep more users on its platform by introducing a slew of new features that mirror its competitors. This week, Facebook revealed that Stories will soon be open to business page accounts that might actually make use of the feature. Additionally, Facebook is testing a résumé feature that puts it in competition with LinkedIn, and it implemented screen-sharing in Facebook Live, which eliminates the need for third-party software. Facebook knows that to stay alive, it has to keep changing.

Instagram

Marketing Land: Instagram Redesigns Call-to-Action Bar to Dynamically Mirror Ads
Instagram is focusing on keeping your timeline beautiful by ensuring that the call-to-action bar on ads will blend in with the overall aesthetic of the ad. The change is small but important in terms of maintaining visual consistency across users’ timelines.
Read more after the jump…

Earned media vs. paid media: A 7-point list of benefits

As the media landscape rapidly transitions from lush rolling hills to a scorched desert, the PR industry is becoming more creative about getting information about organizations, products and services out proactively.

In the process, the line between earned media and paid media is getting more blurred than in the past. Marketing and SEO companies that pay for placement are competing for PR business, and leaving those of us in PR industry explaining why we’re getting fewer media hits.

Though there can be value in going the paid social media route, there’s a clear distinction between paying for play and earning coverage—and the benefits are totally different.

Earned media, for instance, can help bring a client more credibility and foster real conversations with customers. Paid media is a good tool for clients who need to get the word out quickly via a one-way, broadcast model.

At the firm where I work, we use the list below to help our clients understand the different benefits of earned media and organic social media versus paid media and seeded social media:

Earned media fosters authentic conversations.
Paid media pushes information out.

Earned media helps drive consumer engagement.
Paid media is based on a one-way, bullhorn model.

Earned social media conversations are organic.
Paid social media conversations tend to be focused on marketing.

Earned media enables interaction with clients and brands.
Paid media offers an introduction to goods and services.

Earned media is more targeted.
Paid media casts a wider net.

Earned media is distributed via endless channels of information.
Paid media is distributed on limited channels of information.

Earned social media is prioritized for organic search engine optimization (SEO).
Paid social media is prioritized for paid SEO.

There is no right or wrong; they are just different approaches. Often, we recommend a combination of both, being clear about the pluses and minuses of each, such as how number of hits isn’t the same as quality of hits.