Earned Media And Social Media: How Brands Can Get Beyond The Hype

Earned media is really just the digital-age term for word-of-mouth advertising. It's an idea that has grown hand-in-hand with content and social media marketing and the notion that a viral success can translate to mega-exposure on the cheap. Everyone wants earned media. Marketing agencies know this, and they routinely pitch their ability to generate it. Most brands and businesses, even small ones, are embracing the earned media paradigm. However, there are many misconceptions floating around the...