Paid media
any social media activity for which company pays
Owned media
any social media activity that occurs in social media channels a company controls
Earned media
any social media activity that occurs in social media channels a company does not control directly
What's the purpose of performing a social media audit?
To provide managers with a comprehensive "bird's eye view" of what their brand is currently doing across all social media channels
How often is it recommended to perform an overall comprehensive social media audit?
At least once a quarter
What does the acronym POEM stand for?
Paid, Owned, Earned Media
Pick which answer best represents a question you would ask during a social media audit for each active (owned) social media channel within your company or brand.
Who is the current audience on this channel?
Is it important to understand if a social media channel provides any direct or indirect measurable benefits to the brand during an audit?
yes
What's the point of going through a social media audit on a regular basis?
To analyze history so that you can use it to inform the future
Which is not an example of paid media within social media?
Paying to promote your product within Google search results (Adwords)
True or False. It's important to give your brand a grade and assign importance weights to each item within a social media audit?
true
When a brand creates content, posts it on its Facebook page and then pays a fee to boost the content, such marketing activity could be a representation of:
A combination of paid and owned media
Most of what we consider in social media marketing falls into which type(s) of media?
owned and earned media