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Paid, Owned, Earned

67 Votes

Nominated for a Small Business Book Award in:
Social Media

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"Paid, Owned, Earned: Maximizing Marketing Returns in a Socially Connected World" is written by Nick Burcher and published by Kogan Page. Burcher is Head Of Social Media and Digital Innovation at ZenithOptimedia Worldwide.

Paid, Owned, Earned defines the components of each area of "paid," "owned" and "earned" media and shows how they are related. Paid media consists of any media placements you pay for, such as sponsored content or advertising. Owned media is any asset the brand owns, such as a website or Facebook account. Earned media is offline and online conversations around a brand by consumers.

All three today make up a jigsaw puzzle of of a brand's impact, and as the author writes, "the trick is to get all the aspects of the paid, owned, earned jigsaw to work together for maximum effect."

That is essence is what the book is about. It aims to provide a blueprint for how to think and navigate across this space using key elements such as communities and content, social media optimization, seeding and viral distribution, broadcast mass media, social performance media and measurement.



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