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Earned Media: Is No Chatter Worse Than Negative Chatter?

Thursday, July 2, 2009

While we discuss how earned media is an output of the combination of paid media and owned media, I think the simplification of the three terms has made a mess out of the expectations of clients everywhere. Earned media isn't an easy acquisition metric like a click. You can't outbid a brand for earned media. It's a continuous, it's laborious, and it requires a large percentage of human engagement to be considered effective.

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