Earned media: Why it still reigns over social media platforms

Social media plays an essential role in sharing news today, but earned media still holds immense power. When a news story mentions a brand, it often leads to a flurry of social media activity. Media coverage can spark conversations, shares, and engagement, driving a brand's visibility sky-high.

Earned media isn't just about getting your name in the headlines. It's about building credibility and trust. When people see a brand featured positively in reputable news sources, it can build their trust in the brand's credibility. This trust can then translate to social media activity, where people feel comfortable engaging with and sharing content about the brand.

Understanding the connection between media coverage and social media buzz can help companies maximize their reach and influence. In this article, we’ll look at how earned media amplifies social media, share best practices for leveraging media coverage in your social campaigns, and discuss the synergy between SEO and earned media.

How earned media amplifies social media buzz

Earned media is a powerful driver of social media buzz. Brands that leverage earned media see their social media metrics improve. Engagement rates go up as users share, comment on, and like posts related to the media coverage. This interaction helps the brand increase its organic growth, build visibility, and strengthen its online community, enhancing customer loyalty and trust.

Research supports this strong relationship between earned media and social media attention. A Nielsen study found that 92% of people trust earned media more than any other type of advertising.

Furthermore, research by Edelman’s Trust Barometer highlights how media coverage positively impacts trust on social media. Users perceive brands featured in respected news outlets as more credible, leading to higher engagement levels online. This engagement amplifies the brand’s message and bolsters consumer perception.

Earned media coverage, therefore, serves as a significant catalyst for social media success. Brands that secure media mentions can harness these statistics to build a more engaged and loyal online audience.

Best practices for maximizing earned media in social campaigns

To get the most from earned media, integrate it into your social media strategy. Here are some best practices:

1. Leverage timely content

Share media coverage as soon as it happens. Timeliness increases the chance of higher engagement. Post the link on your social channels and encourage your followers to share it.

2. Engage with your audience

Respond to comments and shares related to the media coverage. Engaging directly with your audience builds relationships and boosts visibility. Simple interactions like thanking a user for sharing can make a big difference.

3. Use multimedia

Enhance posts about your media coverage with images, videos, or infographics. Visual content captures attention and encourages sharing. Use eye-catching visuals to highlight key points from the coverage.

4. Write compelling captions

Summarize the media coverage in your post captions. Use attention-grabbing hooks and call-to-action phrases to encourage users to read and share the full article.

5. Track and measure success

Use analytics tools to monitor the reach and engagement of posts tied to your earned media. Track metrics like shares, comments, and likes to understand what resonates with your audience.

SEO and earned media: A powerful combination

Combining SEO with earned media can greatly enhance your reach. Media coverage drives high-quality backlinks to your website, improving its ranking by signaling to search engines that your content is valuable.

Here are some ways to integrate SEO and earned media:

1. Optimize news releases

Use relevant keywords in your news releases. Make sure they align with your overall SEO strategy. Optimized news releases are more likely to rank well in search results and reach a broader audience.

2. Leverage anchor text

In your media coverage, ensure the backlinks use relevant keywords as anchor text. This helps search engines understand your site’s content and improves keyword rankings.

3. Promote earned media on your site

Add a dedicated section on your website to showcase media mentions. Optimize this section with keywords related to your industry. This simultaneously strengthens your SEO and builds credibility with visitors.

4. Analyze and adjust

Regularly review analytics to see which earned media pieces are driving the most traffic and engagement. Use these insights to refine your SEO and media strategies for better results.

By strategically combining SEO and earned media, you can significantly boost your brand's visibility, search rankings, and credibility.

The synergy between earned media and social media is undeniable. Best practices like timely sharing, audience engagement, and multimedia use can help you maximize the benefits of earned media. Pairing these strategies with effective SEO techniques further improves your brand’s online visibility and search rankings.

Not sure how all the pieces fit together in a rapidly changing digital landscape? Our team stays one step ahead to help you conquer tomorrow. Talk to us about how we can help.