What is shared media and why is it important? This is our fourth blog in a series exploring the PESO framework and identifying how each media channel plays a part in your PR, communications and marketing strategy.
To get the full picture, check out the previous bogs in the series on earned media and owned media, as well as a general introduction to the PESO framework and how it can help your business or client.
What is shared media and how does it overlap with the other aspects of PESO?
Shared media refers to your content that is shared on third party platforms. This includes:
- Social media – social is the main channel for shared media, hence why some people call the ‘S’ in PESO ‘social media’.
- Partnerships – getting your content shared on partner networks, such as their websites, newsletters or intranets.
- Influencer engagement – when influencers share your content on their channels. This one has a big overlap with both earned media, if the activity is unpaid, and paid media, if you have paid for it.
- Sponsorship – where third parties share your content under a sponsored agreement. Again, sponsored content also sits neatly in paid media.
This diagram outlines how the different aspects work:
How to make the most of shared media
Shared media is important as it amplifies your content (the stuff we refer to as ‘owned media’) and raises brand awareness. But anyone who has managed a social channel knows there’s an art to getting it right. It’s easy to spend a lot of time and energy on shared media and to get very poor results.
Understanding the PESO framework and the relationship between the different aspects within it, can be a useful tool to check against your strategy. Consider these points:
- Nurture your communities – too many people see social channels as publishing platforms. Yes – but they are also communities. The most successful businesses on social media know which communities they belong to and actively engage in them. Take time to know the ‘regulars’ – like, share and comment on their content and they will reciprocate. But make it meaningful. Take time to find where people are and go to them. On Facebook, joining (or creating) groups may be more useful than building your brand page, for example.
- Offline communities matter too – yes, social is all about sharing, but don’t forget these are real people. Network with people in the real world and build an offline community. Then, when you’re ready to promote something new your avenues for sharing are wider – you may be invited to talk at their next event, write a guest post for their blog or run a workshop in their workplace.
- Give people a reason to share – in our blog about owned content, we talked about the importance of hero content, such as downloadable guides, ebooks and white papers. People are often prepared to give you something in return for this kind of content, so why not ask them for a social share in order to receive the download?
- Know your targets – one share from the right person can be worth 50 shares by others. Know who you want to be sharing your content and build relationships with them. The more they notice you engaging with the content they post, the more likely they are to eventually reciprocate. And when they do, you can build the relationship further and move the goalposts towards gaining earned media coverage from them.
If you have any thoughts on shared media and using the PESO framework let us know in the comments below, or connect with us on twitter @Ambitiouspr. We’d love to hear what you think!