There’s a shocking amount of misinformation surrounding and community building, often leading marketers down ineffective paths. This guide will debunk common myths and provide a clearer understanding of how to build a thriving community around your brand and earn valuable media attention. Are you ready to separate fact from fiction?
Key Takeaways
- Earned media is more cost-effective than paid advertising, with studies showing it can generate up to 4x the brand lift for the same investment.
- Community building requires consistent engagement and providing real value to members, such as exclusive content or Q&A sessions, not just broadcasting promotional messages.
- Measuring earned media success involves tracking brand mentions, sentiment analysis, and website traffic referrals, not just the number of press releases issued.
Myth #1: Earned Media is Just About Getting Press Releases Published
The misconception is that blasting out press releases to every media outlet imaginable will magically result in widespread coverage. This simply isn’t true. I’ve seen countless businesses in Atlanta, from tech startups in Midtown to restaurants in Buckhead, waste resources on this strategy with little to no return.
The reality? Earned media is about building relationships with journalists, bloggers, and influencers, and offering them genuinely newsworthy stories. It’s about understanding their audience and providing content that resonates with them. A shotgun approach with generic press releases rarely works. Instead, focus on targeted outreach. For example, if you’re launching a new app, reach out to tech bloggers who cover Atlanta’s burgeoning tech scene, like those who write for Hypepotamus. You might even consider how to ace journalist pitches to improve your success rate.
Myth #2: Community Building is Simply About Creating a Facebook Group
Many believe that creating a Facebook Group or other online forum is all it takes to build a thriving community. Slap up a logo and wait for the members to flock in, right? Wrong.
A successful community requires active moderation, consistent engagement, and providing real value to members. It’s not just a broadcast channel for your marketing messages. Think about what your target audience wants and needs. Do they crave exclusive content? Opportunities to network with like-minded individuals? Q&A sessions with industry experts? We had a client last year, a local accounting firm near the Perimeter, who created a LinkedIn group for small business owners. They initially just posted promotional content, but when they started hosting weekly “Ask an Accountant” sessions, membership and engagement soared.
Myth #3: Earned Media is Free Advertising
This is a dangerous myth because it downplays the effort and investment required. While you don’t directly pay for earned media placements, it takes time, resources, and strategic planning to cultivate relationships and generate newsworthy content.
Consider the cost of hiring a public relations professional or agency, developing compelling story angles, crafting press materials, and actively engaging with media contacts. These all contribute to the overall cost of earned media. However, according to a Nielsen study, earned media can generate up to four times the brand lift compared to paid advertising for the same investment. The key is to view it as a strategic investment, not a free ride. It is important to understand if Earned Media is worth the hype and the investment for marketers.
Myth #4: Community Size is the Only Metric That Matters
Vanity metrics can be deceiving. It’s easy to get caught up in the number of followers or group members, but a large but disengaged community is ultimately worthless.
Focus on engagement metrics like comments, shares, and mentions. Are members actively participating in discussions? Are they sharing your content with their networks? Are they advocating for your brand? A smaller, highly engaged community is far more valuable than a large, inactive one. I worked with a local non-profit near the State Capitol that had a relatively small but incredibly passionate online community. Their members consistently volunteered their time, donated to their cause, and spread the word about their mission. Their impact far exceeded that of organizations with much larger but less engaged followings.
Myth #5: Earned Media is Impossible to Measure
Some marketers believe that because earned media doesn’t involve direct ad buys, it’s impossible to track its impact. This is simply not true. While it may be more challenging to measure than paid advertising, there are several tools and techniques you can use to assess its effectiveness.
Track brand mentions using social listening tools like Brand24 or Meltwater. Monitor website traffic referrals from media placements. Analyze the sentiment of online mentions to gauge public perception of your brand. You can even use media monitoring services to track broadcast coverage. Plus, many publications provide readership data. For example, the Atlanta Business Chronicle publishes information about its audience demographics and reach. Getting a good grasp of your data-driven marketing metrics is important for measuring success.
Here’s what nobody tells you: don’t expect overnight success. Building a strong community and securing consistent earned media coverage takes time and effort. It’s a marathon, not a sprint. Remember to avoid the PR sabotage mistakes.
Case Study: “Local Greens” Earns Community Trust and Media Attention
Let’s look at a fictional example. “Local Greens” is a small, organic grocery store in Decatur, GA. They wanted to increase brand awareness and sales. Instead of just running ads, they focused on and community building.
- Community Building: They created a Facebook group called “Decatur Foodies,” where they shared recipes, tips on sustainable living, and hosted Q&A sessions with local farmers. They also partnered with the DeKalb County Extension Office to offer free gardening workshops at their store.
- Earned Media: They invited local food bloggers to their workshops and store openings. They also pitched stories to local media outlets about their commitment to sustainability and their support for local farmers.
- Results: Within six months, their Facebook group grew to over 500 members, with high engagement rates. They were featured in the Decatur Focus newspaper and on a local news segment on WSB-TV. Their website traffic increased by 30%, and sales rose by 15%.
This case study demonstrates the power of combining these two strategies. By building a strong community and offering valuable content, “Local Greens” was able to earn media attention and drive business results.
Crafting a successful and community-building strategy requires a shift in mindset. Stop thinking like an advertiser and start thinking like a publisher. Focus on providing value, building relationships, and telling compelling stories. The results will speak for themselves.
What’s the first step in building a community?
Define your target audience and identify their needs and interests. What kind of content and experiences will resonate with them?
How do I find journalists and bloggers to pitch?
Use tools like Cision or Muck Rack to search for media contacts based on their beat and publication. Follow them on social media and engage with their content before reaching out.
How often should I post in my online community?
Aim for consistency, but don’t overwhelm your members. A few high-quality posts per week are better than daily spam.
What’s the best way to measure community engagement?
Track metrics like comments, shares, likes, and mentions. Also, pay attention to the overall tone and sentiment of the conversations.
How can I make my earned media pitches stand out?
Offer a unique angle, provide exclusive data, and make it easy for journalists to write the story. Be concise, clear, and relevant to their audience.
Stop chasing vanity metrics and start building authentic connections. By focusing on providing real value to your community and crafting compelling stories for the media, you can unlock the true power of and community building. The key is to start small, stay consistent, and always put your audience first. If you’re a small business, this could be your survival marketing move for 2026.
