Earned Media: Organic Social & SEO

We turn now to the ‘earned’ media channels in digital: organic social media and Search Engine Optimization (SEO). Earned media is exactly what it sounds like: the presentation of our brand in media through channels not owned by us, and without buying those exposures. Both social media and search engine exposures also have paid options in paid social media channel advertising and paid search engine marketing, so it is not correct to generally view the social media or search channels as specifically either organic or paid. This chapter looks at the organic, earned manifestations of marketing through social media and search engines, and the next chapter turns to the paid approach to both channels.