{"id":17861,"date":"2014-05-16T17:44:09","date_gmt":"2014-05-16T15:44:09","guid":{"rendered":"https:\/\/neikos.it\/2014\/05\/16\/companies-media-and-social-networks-classification-and-objectives\/"},"modified":"2023-11-09T17:01:24","modified_gmt":"2023-11-09T16:01:24","slug":"companies-media-and-social-networks-classification-and-objectives","status":"publish","type":"post","link":"https:\/\/neikos.it\/en\/2014\/05\/16\/companies-media-and-social-networks-classification-and-objectives\/","title":{"rendered":"Companies, media and social networks: classification and objectives"},"content":{"rendered":"

There are numerous channels and tools available to businesses <\/strong>on the Internet to promote their business, <\/strong>some needing only continuous and interesting updates, others a greater expenditure of energy and skills, and still others a larger budget to invest.
\nThree macro-groups can be identified, differing in objectives, potential and cost.<\/p>\n

Owned media<\/h2>\n

These are the owned<\/em> media, that is, the media directly operated by the company. Owned media<\/em> are institutional site<\/strong>, corporate<\/strong> site or product site,<\/strong>e-commerce<\/strong>, blog<\/strong>,App.<\/strong>
\nThey are useful media for reaching out to one’s customers<\/strong>, attracting new ones<\/strong>, and informing about the variety of services and products.<\/p>\n

Paid media<\/h3>\n

These are the paid<\/em> media, that is, the media that are purchased to gain more visibility<\/strong>. This category includes Google sponsored<\/strong> campaigns, banner<\/strong> ads, pay per click<\/strong>, Facebook Ads and any form of advertising aimed at reaching potential customers<\/strong>.<\/p>\n

Earned media<\/h3>\n

It is earned media, <\/em>that is, those communication channels where the company has a presence through reviews<\/strong>, opinions, user conversations<\/strong>.
\nAn example are links<\/strong> from other blogs, reviews<\/strong> expressed on Ciao.it<\/a>, Tripadvisor<\/a>, word of mouth on Twitter<\/a>, shares and likes expressed on Facebook<\/a>, articles and movie content on Imdb<\/a>.
\nVery important is the listening and monitoring<\/strong> of these channels.
\nEarned media<\/em> presence is very important because it helps word of mouth<\/strong>, making the brand and product more attractive and in a sense trustworthy, as it is “recommended.” It influences<\/strong> consumer purchase choices<\/strong> often much more than advertising and contributes to the visibility<\/strong> of a website.
\nThis presence cannot be bought, but must be earned and incentivized through digital pr<\/strong> actions, buzz, viral marketing<\/strong>, contests and competitions that engage and stimulate user participation.<\/p>\n

 <\/p>\n

\"Companies<\/p>\n

 <\/p>\n

Read more<\/h4>\n

> Digital marketing<\/a><\/strong><\/p>\n

> Social media<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Companies and the media: what paid media, earned media, and owned media are and how to use them<\/p>\n","protected":false},"author":2,"featured_media":15016,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":"","_links_to":"","_links_to_target":""},"categories":[415],"tags":[584,414,582,583,380,585,490,422],"class_list":["post-17861","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-network-en","tag-earned-media-en","tag-facebook-en","tag-owned-media-en","tag-paid-media-en","tag-social-media-marketing-en","tag-tripadvisor-en","tag-twitter-en","tag-web-marketing-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/neikos.it\/en\/wp-json\/wp\/v2\/posts\/17861","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/neikos.it\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/neikos.it\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/neikos.it\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/neikos.it\/en\/wp-json\/wp\/v2\/comments?post=17861"}],"version-history":[{"count":1,"href":"https:\/\/neikos.it\/en\/wp-json\/wp\/v2\/posts\/17861\/revisions"}],"predecessor-version":[{"id":17863,"href":"https:\/\/neikos.it\/en\/wp-json\/wp\/v2\/posts\/17861\/revisions\/17863"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/neikos.it\/en\/wp-json\/wp\/v2\/media\/15016"}],"wp:attachment":[{"href":"https:\/\/neikos.it\/en\/wp-json\/wp\/v2\/media?parent=17861"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/neikos.it\/en\/wp-json\/wp\/v2\/categories?post=17861"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/neikos.it\/en\/wp-json\/wp\/v2\/tags?post=17861"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}