Paid, owned, and earned media converge to compliment and bolster each other on social media. Which of the following are examples of how to implement converged media tactics in your social media strategy? (Choose Two Answers)
- Paying for a series of video ads on YouTube
- Creating brand new TikToks specifically for a holiday campaign
- Paying to promote a customer’s post of them using your product
- Sharing a positive customer testimonial on LinkedIn
Explanation:
- Paying to promote a customer’s post of them using your product:
- This tactic involves leveraging earned media (customer-created content) by paying to promote it. When a customer shares a positive experience with your product, promoting their post to a larger audience through paid advertising can amplify the reach and impact of the positive testimonial.
- Sharing a positive customer testimonial on LinkedIn:
- This tactic combines owned media (the customer testimonial) with earned media (the positive feedback) by sharing it on your brand’s LinkedIn page. By doing so, you are utilizing your own platform (owned media) to showcase and amplify the positive sentiment earned from customers, creating a convergence of owned and earned media.
While paying for a series of video ads on YouTube is a paid media strategy and creating brand new TikToks specifically for a holiday campaign involves owned media creation, the two examples provided above demonstrate the convergence of paid, owned, and earned media in a strategic approach.