There's media and then, there's media
I've come to realize that, while many companies engage in the various forms of media, very few know they should interrelate and even fewer understand how they interrelate. Let's see if we can fix that for some of you. Happy New Year and welcome to our first series of the year. Anyone in marketing knows the three primary buckets of media : paid, owned (or controlled) and earned. Many in marketing know that social (or shared) media is a hybrid of owned and earned. Over the past year since we launched our inaugural strategic media program, however, I've come to realize that, while many companies engage in the various forms of media, very few know they should interrelate and even fewer understand how they interrelate. Let's see if we can fix that for some of you. Footwasher Media approaches media and content on a scale of trustworthy to suspect. On the trustworthy side of the scale is earned, followed by social. On the opposite end o...