Roy Abdo breaks down the four media types every campaign needs: owned media like your website, shared media on social platforms, earned media from third-party mentions, and paid media you buy. Success means balancing all four.
Any media campaign you want to build has to have 4 categories. There's your owned media, there's your shared media, there's your earned media, there's your paid media. Owned media is anything you have 100% control over. It's your website, your blog, your newsletter. Then your shared media, your Facebook, Twitter, Instagram, YouTube, LinkedIn. The first question is, where is your target audience spending their time? Earned media, there's someone talking about you or talking about something that you have interest in. Then the last piece is paid media, which is when you pay to be in front of an audience.
