Of the three media types you’ll find in social marketing — paid, earned and owned — earned media is the holy grail because it fulfills the unique promise of creating authentic social proof for your brand. Facebook users want to do, see, and buy what they see other users doing, seeing, and buying. In fact, 68% of Facebook users are more likely to buy based on an earned media recommendation from a Facebook friend.
There’s a catch though: You can’t buy or create earned media directly. Your brand’s Facebook page will have to organically develop earned media — likes, shares and comments — which means you must run marketing campaigns that are optimized for engagement and sharing… Continue reading…
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