Social Media

Many of us start our day on social, possibly even before we get out of bed in the morning. So when brands are creating content, they need to think need to think about the fact that the best way to reach potential customers may be via followers on social, and/or from mobile.

Jonathan Perelman (Head of Digital Ventures at ICM Partners) says that social media is the new primary means of content distribution, in contrast with the old approach which took the form of newspapers, magazines, TV and radio.

Why do we share on social media?killer-content

We share for a lot of reasons.

1) Community (groups of people liking the same things – things that people can discuss)
2) Build a personal brand. Give the impression of what you are or even what you want people to think of you by sharing content that reflects your personality, or the personality that you want people to think you are.

Hmm… interesting. So how can we create content that hits the spot and gets people sharing?

Emotional gift – can this make you feel happy, can this relieve your stress, awkward moments (people like to know others are as awkward as they are) inspirational, identity (speaks to who you are), geography (its a part of someone), occupation (what are the things that everyone in this business knows to be true), gender, sexuality etc
Information – can we provide the same info in a new and unique and unexpected way?
Facts – people love facts because it proves things

These are just a few ideas that we know to be true when it comes to Social Media and creating content that will drive engagement. If you want to discuss your Social Media Strategy with us, then call us on 01604 328899 or email [email protected]

The different classifications of Social Media

With so many everyday consumers participating in the content creation and distribution processes, the distinction between who ‘authors’ content and who ‘publishes’ it is becoming increasingly unclear and complex. To simplify this, content marketers have come up with a simple, three-part classification: paid, owned and earned.


Paid media is the content you pay someone else to publish.

It follows a traditional advertising model – your company or agency pays a channel to display the content you’ve created. You own the content (the advertisement) but the ‘publisher’ (i.e. TV station, magazine, website, billboard company) owns the channel on which it is made accessible to your target audience.


Owned media is the content you create and publish yourself.

So you own both the content and the channel. Examples include your company’s website and on-line newsletters. Company social media pages, such as Twitter, Google+ or Facebook, are also included in this category, but are not strictly fully ‘owned’ as your target audience can interact directly and share their own views.


Earned media is the content others post or display about you.

In this instance, you own neither the content nor the channel. It’s fan content, or digital word of mouth. Examples could be tweets about you on twitter, comments on Facebook, reviews on Yelp or images on Instagram.

Social Media Convergence

Convergence, however, can be pushed even further. Content can be used in all three spaces.

For example, you can:

  • Publish an article/blog on your website (owned), which you pay to promote on Facebook (paid) and others share this (earned).
  • Pose a question on Twitter (owned), which Twitter fans respond to (earned). You then promote a few of these Tweets (paid).

If you want to discuss your Social Media Strategy with us, then call us on 01604 328899 or email [email protected]