ABSTRACT
The purpose of paid media is to build awareness of the event and attract visitors to the organization’s owned media. Paid media may be traditional print media used by tourist organizations including ads, brochures and posters and also include broadcast forms such as TV and radio ads. Earned media is the mention of the organization and the event on social media sites not controlled by the organization. In order to generate earned media, the organization can use content marketing. This is the placement of information on owned media that will either educate or entertain the social media user. While some social media users may only frequent one site, most use more than one site. The use of social media is almost universal but the way that people use social media differs. Social media metrics will help the organization understand if the social media user is finding that the posting provides value.
