Organizations becoming media outlets

16 08 2011

More and more, organizations and brands are becoming media companies in their own right.

Many organizations have blogs where they publish original, useful content on a regular basis, but these days, it goes far beyond a company blog.

Allstate has a teen-drama web series called “The Lines.” Starbucks hosts My Starbucks Idea, a hub where brand representatives and the coffee-drinking public can interact and collaborate. Text. Video. Audio. Imagery. Social media updates. The list goes on and on.

The goal of these media campaigns is to create good will, influence, and ultimately, sales.

In a piece titled “Why Brands are Becoming Media,” Brian Solis, principal at new media agency FutureWorks, writes at length about content creation and the role it plays in social media strategy.

He writes:

“In media, there are three channels that populate and shape perception — owned media, paid media, and earned media.”

Owned media refers to channels the brand controls: its website, blog, Twitter account, etc.

Paid media comes in the form of display ads, sponsorships, etc.

The third channel — earned media — occurs when customers and the public pick up on a brand’s messages and spread the word, and it’s the most effective. Whether in the form of a blog post, a Retweet, or a link to a video, earned media increases visibility and influences consumer behavior.

According to Solis, earned media is the result of well-executed and well-coordinated owned and paid media. Because it comes from a third party and was not paid for, it carries the most weight with the public and plays a key role in building brand and boosting sales.

Solis writes:

“As media, brands earn prominence and hopefully influence as rewards for contributing meaningful content.

“On Twitter, brands can earn legions of loyal and responsive followers, who in turn become brand advocates and ambassadors, extending the messages, mission and purpose of the brand to their followers as well.

“On Facebook, brands can cultivate vibrant and dedicated communities where interaction inspires increased responses — each reverberating across new social graphs.

“On Ustream and YouTube, we can earn global audiences of viewers who tune in to watch our programming and interact with brand representatives in a live community that spills over other social networks.

“And of course, our blog is more important than we may realize. Through our posts, we can establish a strong alliance of subscribers who hope to learn new things and participate in the discussion of a brand’s future.”

Solis’ point about providing meaningful content is an important one. I talked about this in a recent post about Thought Leadership Marketing, and it’s critical to remember. When an organization creates original content, it must be useful to consumers, or they will tune out. Straight self-promotion won’t keep them coming back for more, and it certainly won’t create earned media.

Solis concludes:

“We have the ability to earn noteworthy, equal, and in some cases, greater influence than those authorities whom we’ve relied on over the years to help us reach greater audiences and communities.

“People align with movements they can believe in, and it is the human, intellectual, and financial investment in genuine content that defines experiences, and hopefully one day earns the significance your brand deserves.”

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