There’s a shocking amount of misinformation floating around about earned media and community building, leading many marketers down the wrong path. Are you making critical mistakes that are sabotaging your marketing efforts?
Key Takeaways
- Earned media isn’t just about press releases; it encompasses all third-party validation, including customer reviews and social media mentions, which influence 92% of consumers’ trust.
- Community building requires genuine engagement and providing value, not just broadcasting your brand’s message; consider hosting local workshops or sponsoring neighborhood events.
- Measuring earned media success goes beyond vanity metrics like impressions and requires tracking referral traffic, conversion rates, and brand sentiment, which can be analyzed with tools like Brand24.
Myth 1: Earned Media is Just Press Releases
The misconception: earned media is solely about getting your press release picked up by news outlets. That’s simply not true. While press releases can be a component, limiting your view to them severely restricts your potential. Instead, consider earned media as any publicity gained through efforts other than paid advertising. This includes customer reviews, social media mentions, word-of-mouth referrals, and even positive comments on blog posts.
A broader definition is essential because consumers trust earned media far more than traditional advertising. A Nielsen study revealed that 92% of consumers trust recommendations from people they know over any form of advertising. Focus on creating experiences that encourage positive word-of-mouth. For instance, think about hosting a free workshop at the Ponce City Market in Atlanta related to your business, or sponsoring a local event in Decatur. These actions generate buzz and build relationships, leading to organic mentions and shares. In my experience, these grassroots efforts often yield a higher return than a shotgun approach with press releases. I had a client last year who spent $5,000 on a press release distribution service and got almost nothing out of it. Then they sponsored a local 5k run and saw a huge spike in social media mentions and website traffic.
Myth 2: Community Building is About Broadcasting Your Brand’s Message
Many believe that community building is about constantly pushing your brand’s message to as many people as possible. This is a fast track to alienating your audience. A true community is built on reciprocity, shared values, and genuine engagement. It’s about creating a space where people feel heard, valued, and connected.
Instead of broadcasting, focus on providing value. This could be through creating informative content, offering exclusive deals to community members, or simply being responsive and helpful in online forums. Think about brands like LEGO; they foster a thriving community by encouraging users to share their creations, participate in challenges, and connect with other LEGO enthusiasts. They don’t just talk about LEGO products; they facilitate a shared experience. According to a IAB report, brands that prioritize community engagement see a 23% higher customer lifetime value. We saw this firsthand when we helped a local bakery create a “Baking Tips & Tricks” Facebook group. They didn’t constantly promote their cakes; instead, they shared recipes, answered baking questions, and hosted live Q&A sessions. The group quickly became a hub for baking enthusiasts, and the bakery saw a significant increase in orders from group members.
Myth 3: Impressions are the Only Metric That Matters
The myth: the success of an earned media campaign is solely measured by the number of impressions it generates. While impressions – the number of times your content is displayed – can be a useful vanity metric, they don’t tell the whole story. Impressions don’t necessarily translate to engagement, conversions, or actual business impact.
A more holistic approach involves tracking a range of metrics, including referral traffic, conversion rates, brand sentiment, and social media engagement (likes, shares, comments). Are people actually clicking through to your website from earned media mentions? Are they converting into customers? What are they saying about your brand online? Tools like Brand24 and Mention can help you monitor brand sentiment across the web. Furthermore, don’t underestimate the power of qualitative data. Read the comments, engage in conversations, and understand what people truly think about your brand. We had a campaign where impressions looked great, but sentiment analysis revealed that many people were actually complaining about a specific aspect of our product. We quickly addressed the issue, and sentiment improved dramatically. The lesson? Dig deeper than surface-level metrics. A eMarketer study from earlier this year found that companies that actively track and respond to brand sentiment see a 15% increase in customer loyalty.
Myth 4: Earned Media is Free
The misconception is that earned media requires no budget. While you aren’t directly paying for advertising space, earned media still requires investment. It takes time, effort, and often, resources to create compelling content, build relationships with influencers, and monitor your brand’s reputation. Ignoring this reality can lead to underfunded and ultimately unsuccessful campaigns.
Consider the costs associated with content creation (writing blog posts, producing videos, designing infographics), public relations outreach (hiring a PR agency or dedicating internal resources to media relations), and community management (responding to comments, moderating forums, organizing events). You might also need to invest in tools for social listening, sentiment analysis, and media monitoring. For example, if you’re trying to get coverage in local publications like the Atlanta Business Chronicle, you’ll need someone dedicated to building relationships with their reporters. Or, if you’re running a contest to generate user-generated content, you’ll need to budget for prizes and promotion. Thinking earned media is “free” is like thinking you can build a house without buying any materials – it just won’t happen. Here’s what nobody tells you: often, the most effective earned media strategies involve a blend of organic and paid efforts. A small boost in social media visibility can amplify your message and reach a wider audience.
Myth 5: You Can Control Earned Media
A dangerous myth is that you can completely control the narrative surrounding your brand in earned media. Unlike paid advertising, where you have complete control over the message, earned media relies on third-party validation. This means you are at the mercy of journalists, bloggers, influencers, and customers. You can influence the narrative, but you can’t dictate it.
The key is to be transparent, authentic, and responsive. If you make a mistake, own up to it and take steps to rectify the situation. Don’t try to hide negative feedback or suppress criticism. Instead, use it as an opportunity to learn and improve. Remember that earned media is a conversation, not a monologue. Embrace the feedback, both positive and negative, and use it to build stronger relationships with your audience. We ran into this exact issue at my previous firm. A client had a product recall, and their initial instinct was to try to bury the story. This backfired spectacularly, as the media picked up on their lack of transparency and ran even more negative stories. Once they adopted a more open and honest approach, the coverage became much more balanced. It’s a tough pill to swallow, but sometimes the best thing you can do is let the story unfold naturally.
To develop an effective earned media strategy, it’s crucial to understand your target audience and the platforms they frequent. Are they active on social media, reading industry blogs, or attending local events? Tailor your content and outreach efforts to resonate with their interests and preferences.
Furthermore, PR professionals should focus on building strong relationships with journalists and influencers. This involves understanding their beat, providing them with valuable information, and being responsive to their requests. Avoid sending generic press releases and instead, personalize your pitches to align with their specific interests.
What’s the first step in creating an earned media strategy?
Identify your target audience and understand what publications, blogs, and influencers they follow. This will help you tailor your message and outreach efforts to resonate with the right people.
How do you build relationships with journalists and influencers?
Start by following them on social media, reading their articles, and engaging with their content. When you reach out, personalize your message and explain why your story is relevant to their audience. Avoid generic pitches and focus on building genuine connections.
What’s the best way to handle negative feedback in earned media?
Respond promptly and professionally. Acknowledge the issue, apologize if necessary, and explain what steps you’re taking to resolve it. Don’t get defensive or try to argue with the person who left the feedback. Use it as an opportunity to demonstrate your commitment to customer satisfaction.
How often should I be monitoring my brand’s online reputation?
Ideally, you should be monitoring your brand’s online reputation on a daily basis. This will allow you to quickly identify and respond to any issues that arise. Set up Google Alerts or use a social listening tool to track mentions of your brand name, products, and key competitors.
What are some examples of successful earned media campaigns?
One example is the ALS Association’s Ice Bucket Challenge, which went viral on social media and raised millions of dollars for research. Another example is Dove’s “Real Beauty” campaign, which challenged traditional beauty standards and generated widespread media coverage.
Stop believing these myths about earned media and community building, and you’ll unlock unprecedented marketing success. Start by identifying three influencers in your niche and genuinely engage with their content this week.
