Are you looking to implement a rounded social media campaign? Want to know how to master owned, paid and earned routes to market?

In today’s digital age, social media has become an integral part of our personal and professional lives. Whether you’re a business looking to expand your online presence or an individual seeking to build a personal brand, having a comprehensive social media strategy is essential.

In this blog post, we’ll explore the three pillars of social media strategy: Owned, Paid, and Earned media, and how to integrate them to create a complete and effective social media strategy.

Tracx share their guide to a complete social media strategy in this infographic.

 

Understanding the Three Pillars of Social Media

Before diving into the details of creating a comprehensive strategy, let’s first understand what Owned, Paid, and Earned media mean in the context of social media.

Owned Media

Owned media refers to the digital assets that you have complete control over. These are the platforms and content that you create and manage yourself. Examples of owned media in the social media realm include your website, blog, and branded social media profiles. You have full control over the content you publish on these platforms, making them a critical part of your online presence.

Paid Media

Paid media involves any promotional efforts on social media that require a budget. This includes activities such as social media advertising, sponsored posts, and paid partnerships with influencers. Paid media allows you to reach a wider and more targeted audience than your organic reach alone would allow. It’s an essential component of any comprehensive social media strategy.

Earned Media

Earned media, on the other hand, is the result of other people or entities sharing your content or talking about your brand on social media. This includes mentions, shares, likes, comments, and reviews from your audience and influencers. Earned media is a testament to the quality and relevance of your content and can significantly boost your brand’s credibility and reach.

Now that we have a clear understanding of these three pillars, let’s dive into how to create a complete social media strategy that leverages all of them.

Step 1: Define Your Goals and Objectives

Before you start implementing your social media strategy, it’s crucial to define your goals and objectives. What do you want to achieve through your social media efforts? Your goals might include:

• Increasing brand awareness
• Driving website traffic
• Generating leads or sales
• Building customer loyalty
• Establishing thought leadership
• Engaging with your audience

Your objectives should be specific, measurable, achievable, relevant, and time-bound (SMART). For example, if your goal is to increase brand awareness, your objective might be to grow your Instagram followers by 20% in the next six months.

Step 2: Know Your Audience

Understanding your target audience is fundamental to creating a successful social media strategy. You need to know who your audience is, what their interests and pain points are, and where they spend their time online. Conducting market research and creating buyer personas can help you gain valuable insights into your audience.

Once you have a clear picture of your audience, tailor your content and messaging to resonate with them. Your content should address their needs, provide value, and engage their interests.

Step 3: Choose the Right Platforms

Not all social media platforms are created equal, and not all of them may be suitable for your brand or business. Selecting the right platforms is crucial to reaching your target audience effectively. Here’s a brief overview of some popular social media platforms and their characteristics:

• Facebook: Ideal for a wide range of businesses and brands, offering diverse ad formats and targeting options.
• Instagram: Great for visual content, fashion, beauty, and lifestyle brands, as well as businesses with visually appealing products or services.
• Twitter: Suitable for real-time updates, news, and engagement with a younger and tech-savvy audience.
• LinkedIn: Ideal for B2B businesses, networking, thought leadership, and professional content.
• Pinterest: Perfect for sharing visual inspiration and DIY projects, mainly targeting a female audience.
• YouTube: Essential for video content, tutorials, and brand storytelling.
• TikTok: Ideal for short-form, creative, and entertaining content, especially for younger demographics.

Select platforms that align with your goals, audience, and content type. You don’t need to be on every platform; focus your efforts on the ones that will yield the best results.

Step 4: Create Compelling Content

Content is the heart of any social media strategy. Your content should be engaging, relevant, and valuable to your audience. Here are some tips for creating compelling content:

• Consistency: Maintain a regular posting schedule to keep your audience engaged and informed.
• Variety: Mix up your content types, including images, videos, blog posts, infographics, and more.
• Quality: Invest in high-quality visuals and copywriting to make your content stand out.
• Storytelling: Share your brand’s story and values to connect with your audience on a deeper level.
• User-Generated Content (UGC): Encourage your customers and followers to create content related to your brand.

Step 5: Incorporate Paid Media

While owned and earned media are essential, paid media can significantly amplify your reach and impact on social media. Here’s how to incorporate paid media into your strategy:

• Social Media Advertising: Use platforms like Facebook Ads, Instagram Ads, and Twitter Ads to run targeted ad campaigns. Define your audience, set a budget, and create compelling ad creatives.
• Influencer Marketing: Partner with influencers in your niche to promote your products or services. Influencers can help you reach their engaged followers authentically.
• Promoted Posts: Boost your best-performing organic posts to reach a wider audience.
• Remarketing: Target users who have previously engaged with your brand or website to re-engage and convert them.

Paid media allows you to reach specific demographics, interests, and behaviors, ensuring that your message gets in front of the right people.

Step 6: Foster Earned Media

Earned media is a testament to the quality and relevance of your content and brand. To foster earned media, consider these strategies:

• Engagement: Respond promptly to comments, messages, and mentions. Engaging with your audience shows that you value their input and can lead to more shares and mentions.
• Collaborations: Partner with other brands, influencers, or organizations for cross-promotions or co-created content.
• User Reviews: Encourage satisfied customers to leave positive reviews on platforms like Yelp, Google, or industry-specific review sites.
• Contests and Giveaways: Run contests or giveaways that encourage user-generated content and sharing.
• Hashtags: Create branded hashtags to encourage user participation and make it easier to track mentions.

Earned media can be a powerful driver of brand credibility and trust, as recommendations from peers and influencers often carry more weight than promotional content.

Step 7: Measure and Analyze

To ensure the effectiveness of your social media strategy, it’s essential to continuously measure and analyze your results. Most social media platforms offer analytics tools that provide insights into your performance. Key metrics to track include:

• Follower Growth: Monitor the growth of your social media following.
• Engagement Rate: Calculate the percentage of people who interact with your content (likes, comments, shares) relative to your total audience.
• Click-Through Rate (CTR): Measure the percentage of users who clicked on your links or calls to action.
• Conversion Rate: Track the percentage of users who completed a desired action (e.g., signing up for a newsletter, making a purchase) after clicking on your social media content.
• Return on Investment (ROI): Analyze the return you’re getting on your paid media investments.
• Sentiment Analysis: Gauge the sentiment of mentions and comments related to your brand.

Use these metrics to identify what’s working and what’s not, and adjust your strategy accordingly.

Step 8: Iterate and Optimize

Social media is dynamic, and what works today may not work tomorrow. It’s essential to stay agile and willing to adapt your strategy based on changing trends, algorithms, and audience preferences. Regularly review your strategy and make adjustments to optimize your results.

Conclusion

A complete social media strategy leverages the three pillars of Owned, Paid, and Earned media to achieve specific goals and objectives. By defining your goals, knowing your audience, choosing the right platforms, creating compelling content, incorporating paid media, fostering earned media, and continuously measuring and optimizing your efforts, you can create a comprehensive and effective social media strategy that drives results and helps you achieve your digital marketing goals.

Remember that social media is not a one-size-fits-all endeavor. Tailor your strategy to your unique brand, audience, and industry, and be prepared to evolve as the social media landscape evolves. With the right approach and ongoing dedication, your social media presence can become a powerful asset for your business or personal brand.