What is Shared Media and why is it important for the PR industry?

Shared media is part of the PESO (Paid, Earned, Shared and Owned) framework, which is a planning tool for digital marketing and PR professionals.

Shared media refers to content which is shared across third party platforms, such as social media, or shared between multiple owners, including people liking, commenting on or sharing someone’s social media posts – it is the result of a shared interaction. 

Example platforms includes:

  • Facebook
  • Instagram
  • Twitter
  • Tiktok
  • LinkedIn
  • YouTube 
  • Pinterest 

Although social media is the main channel for shared media, there are other third-party platforms which it refers to. These include partnerships, such as sharing content on partner networks like newsletters or websites, influencer engagement, so sharing your content on their social channels, and sponsorships, where the content is shared under a sponsored agreement – it should be noted that each of these platforms do have some overlap with the other channels of PESO framework. 

Why is shared media important?

Shared media has proven a popular channel in the PR industry, particularly given the rise in popularity of social media, the expansion of its networks and the continuing increase of user engagement. 

As PR practitioners, building brand awareness is at the heart of what we do, and shared media is a useful tool which can be used support this. Not only does it amplify your content, but this amplification will ultimately drive greater brand awareness as a result.  

Social media provides a platform to actively engage with consumers and become part of a digital community – so by liking, sharing and commenting on posts, you’re becoming part of the conversations and allow your brand’s voice to be heard. 

To enjoy these benefits, you’ll need to make sure you’re giving people a reason to share or engage with your content. By making it informative, but also showing a bit of your brand’s personality in the process, you’ll create something people will want to interact with. 

Is there a downside to using shared media?

One thing that shared media doesn’t offer you is control, meaning if something negative is posted online, there isn’t anything in place for you to control the reach of this content and stop it from being shared. We all want positive interactions, but this isn’t always the case for some brands, and therefore does play a downside in shared content.  

The other major downside is that you don’t own a shared media asset. The social media platforms own your content and they can block an account, remove it entirely or nerf your visibility at a click of a finger without giving too much feedback.

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