Thursday 23 June 2011

How Social Media Is Changing Paid, Earned & Owned Media


Social media has brought about a change. It not only affected how agencies themselves function on a day-to-day basis, but it also altered the definitions of paid, earned and owned media and blurred the lines between them. Now, the challenge that agencies face is figuring out how to integrate all three forms of media for maximum effect. What follows is a breakdown of what the terms mean, how different agencies interpret them, who is responsible for synthesizing the three channels and how the agencies measure success.

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