There's media and then there's media, Part 2
Social and earned media content is seen as truer because it is uncontrolled and has the perspective of the third party. Whether it comes from a known journalist or from the comments on a Facebook post, the readers know, in the least, that the author is not on your payroll. That provides a level of objectivity and even integrity that doesn't exist in an advertisement or corporate website. Last post we looked at "suspect content" that is distributed over owned and paid media. It's suspect to the audience because it is highly controlled and partisan. Today we look at the "trustworthy content" that is found in earned media. Social and earned media content is seen as truer because it is uncontrolled and has the perspective of the third party. Whether it comes from a known journalist or from the comments on a Facebook post, the readers know, in the least, that the author is not on your payroll. That provides a level of object...