Discuss the difference between owned media and earned media and discuss how each is relevant in an interactive space.

Question

What will be an ideal response?

Answer 1

Answers will vary.The new communication paradigm created by a shift to social media marketing raises questions about categorization. In light of the convergence of traditional and digital media, researchers have explored different ways that interactive marketers can categorize media types, namely owned, earned, and paid media.The purpose of owned media is to develop deeper relationships with customers. A brand's Facebook presence, YouTube channel, Twitter presence, Pinterest presence, and presence on other social platforms constitute owned media. Additional content such as videos, webinars, recommendations, ratings, and blog posts are also considered owned media since they are sharable on social media platforms.In an interactive space, media are earned through word of mouth or online buzz about something the brand is doing. Earned media include viral videos, retweets, comments on blogs, and other forms of customer feedback resulting from a social media presence. When consumers pass along brand information in the form of retweets, blog comments, ratings, and recommendations, this is an example of earned media.In other words, the word of mouth is spread online rather than face-to-face.