1. What is earned media? How can marketers make the most of relationships and general earned media?2. Brand prof

1. What is earned media? How can marketers make the most of relationships and general earned media?2. Brand profiles offer several benefits, what are some of these benefits? Find a brand and discuss its brand profile related to two social networking sites.


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Earned media is media exposure one gets through the word-of-mouth. It can be either
content that has been distributed, the impact of one’s SEO efforts, a client’s experience one
delivers, or a blend of all three. Earned media refers to the credit one gets as an outcome
(Milano, 2004).
One can get earned media through positive reviews, recommendations, press mentions, or
reposts just to name a few. One can enable earned media through assisting authors like
journalists or bloggers author their content, or through contributing one’s content to industrial
publications (Goodall, 2009).
Due to the rapid development of social media platforms like Facebook, it is simpler for
content journalists or writers to contact one’s business for insights or quotes to add to their
articles. This kind of endorsement assists in creating trust on one’s expertise (Hoffman, 2010).
Marketers can take advantage of relationships, and generally earned media through the
cultivation of influencer marketing. One only requires to make an influencer publish his or her
content or have a conversation about one’s content and the result is the influencer’s listeners, or
readers can have the possibility of being the marketer’s audience. One needs to make sure that
when reaching out to influencers he or she has to stand out since there are always people lining
up to get to the industry’s influencers. Before making contact, one has to comprehend what
topics the influencer writes about, what they post on social media, the channels they use, and
how they relate to their fans (Bruhn, 2012).
Another way is through taking part in industry trade shows. This involves attending
industrial events in which your audiences also attend. This helps in effectively making people
talk about the brand while at the same time share out one’s content. When compared to other
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methods, the use of live events tends to be more effective. Although showing up is not enough
one has to distribute this content through videos, texts, and in person as the event takes place
(Tuten, 2014).
One needs to detect pre-show chances to communicate his or her brand’s knowledge or
vision through the media channels used by the event organizers. As the show continues, be a part
of the social talk. One should not only restrict themselves to asking people to make a stop at their
booth but also, use these social media platforms to link with those who attend events. An
example is one could perhaps tweet a preferred quote from a speaker’s speech using the hashtag
put up by the event and confirm the number of people retweeting the content (Milano, 2004).
The benefits of brand profiles include; developing of brands that grow to become bigger
than the person. This helps in separating the brand from the people thus enabling future progress
or sales. This can later turn out to be an asset when making sales or in case of acquisitions
(Goodall, 2009).
Another benefit is that it helps businesses separate themselves from their competitors in
the marketplace. A strong brand profile that expresses the company’s values creates a connection
with clients. This, in turn, attracts them even more since they feel they have a common value as
the brand. This so-called connection helps create long-term relationships with the clients
resulting in a better customer loyalty (Hoffman, 2010).
A brand profile helps create a picture showing that the company is stable and it is not
going anywhere anytime soon. A brand profile that is properly described makes customers feel
assured that the business is long-term since the customers see it regularly. This helps to do away
with questions concerning feasibility (Bruhn, 2012).
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Creating a brand profile and making continuous use of it assists clients to recall the
company. The more potential customers view a brand, the more probability they will make
contact to inquire about the business. Each time a company connects with potential clients
through a brand, the more likely the company can develop a connection and build a brand
experience that is memorable (Tuten, 2014).
Also, brand profiles signify a company’s pride in its products as well as its commitment
to its success. Customers will have more faith that a company can deliver on what is expected of
them since a business that commits on its success will not make promises it cannot deliver yet
deliver products in a way that is beyond expectations. This leads to customer brand loyalty and
buildup of trust with every interaction with the customers (Milano, 2004).
Investing in a unique brand identity shows that you take pride in your business and are
committed to success. Customers will believe you are more likely to deliver on your promises to
them because a business that invests in its success will under promise and over deliver, creating
more brand loyalty and trust with every customer interaction (Goodall, 2009).
Let’s talk about Google. Though they have a social network, it still makes sure to utilize
its branded existence on other social media properly. In Facebook, they possess the distinct
Google logo joined with an entertaining and creative image that teasingly displays their services
and products. In Twitter, the Google logo is displayed as Twitter’s thumbnail. The image used in
the background is the same as the one on its Facebook page though a little faded so that the
Google logo and actual tweets are distinct (Hoffman, 2010).
For this discussion, we look at the Monster Energy drink’s Instagram account. The
account has over 426 thousand users have subscribed to their page and over 900 videos and
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photos. This has led to them garnering an impressive 30000000 views due to the impressive
videos and photos they post of off-road truck drivers doing incredible stunts. The message they
are focusing on is the adrenaline rush that is brought by consuming the energy drink. The brand
could adopt the use of another social site like Snapchat (Bruhn, 2012).
This would allow them to engage with more users directly since the main purpose of the
brand is to reach out to as many people as possible. The types of switching types are the creation
of distinctive posts on each social media platform the brand uses. Audiences on each platform
assume that the brand will post distinct contents on each platform since the methods for making
captions is not the same on the platforms. An example is hashtags are used on Instagram and
Twitter but on Facebook and LinkedIn it is different (Tuten, 2014).
Also, automating can be helpful in switching types since this leads to accounts being
automatically managed even if the user is not around. There are tools like IFTTT that enable a
user to connect many apps so that when there is an activity, separate activities are done in
separate apps. In conclusion, there are a variety of tools and apps that we can depend on to
manage the accounts on social media. These strategies result in hours being saved by making use
of some small techniques (Milano, 2004).
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Reference
Milano, M., McInturff, B., & Nichols, J. L. (2004). The effect of earned and paid media
strategies in high visibility enforcement campaigns. Journal of Safety Research, 35(2),
203-214.
Goodall, D. (2009). Owned, bought, and earned media. All That Is Good.
Hoffman, D. L., & Fodor, M. (2010). Can you measure the ROI of your social media
marketing?. MIT Sloan Management Review, 52(1), 41.
Bruhn, M., Schoenmueller, V., & Schäfer, D. B. (2012). Are social media replacing traditional
media in terms of brand equity creation?. Management Research Review, 35(9), 770-790.
Tuten, T. L., & Solomon, M. R. (2014). Social media marketing. Sage.

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