From the course: Social Media Marketing: Strategy and Optimization

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How to optimize paid, earned, shared, and owned media

How to optimize paid, earned, shared, and owned media

From the course: Social Media Marketing: Strategy and Optimization

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How to optimize paid, earned, shared, and owned media

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- When it started, social media was just that, a way for people to talk and connect. Then brands moved in and realized they could have conversations with their customers too. The social networks had users and now needed a business model to survive. They looked to traditional media and decided to embrace advertising and promoted posts as a way to make money and encourage companies to pay to amplify their content. And so the world of paid earned, shared, and owned media, or PESO, began. With PESO, the model developed by Gini Dietrich at Spin Sucks, there's an overlap of disciplines. For example, Facebook, which started out as a place for organic posts, is now a home for any combination of PESO media. At the center of it all are your stories and content. And I don't just mean Instagram, Snapchat, or Facebook Stories that disappear 24 hours after you create them. Your challenge is to find the right PESO combination to…

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