ABSTRACT
Earned media is the mention of the company and the product on other social media sites. Social media sites that show product reviews are effective in creating desire. This chapter explores why earned media is effective in motivating purchase throughout the AIDA process; how does the relationship between the consumer and organization allow co-promotion and co-creation of the product; how are online communities developed and maintained; what types of content are successful in creating earned media; and how can analytics be used to measure social media success. The purpose of paid media is to build awareness and attract consumers to owned media. The purpose of owned media is to get people to create earned media by communicating with each other about the product. The organization can use social media to build an even stronger relationship with consumers by co-branding of the organization and even co-creation of the product.
