There is a variety of online media, but these can be broadly categorised into three types (Corcoran, 2009):
Media type |
Definition | Examples | The role | Benefits | Challenges |
Owned media |
Channel a brand controls |
|
Build for long-term relationships with existing potential customers and earned media |
|
|
Paid media |
Brand pays to leverage a channel |
|
Shift from foundation to a catalyst that feeds owned and creates earned media |
|
|
Earned media |
When customers become the channel. |
|
Listen and respond earned media is often the result of well- coordinated owned and paid media. |
|
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Listen to the first three minutes of this ten-minute audio where A.J. Leon gives examples of businesses successfully using social media to sell.
Allow about 15 minutes
Now consider the role of social media possibilities for one of the case studies, Bike-a-lot.
Make notes in the following table for each type of media. Then click on ‘save and reveal comment’ to view our thoughts.
Owned media | |
Paid media | |
Earned media |
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