Shared media is a powerful way to connect with your audience through social platforms and other online communities. Unlike traditional media, which is created and controlled by brands, shared media thrives on interaction and engagement.
At its core, shared media is any content that people share about your brand, creating a dynamic form of word-of-mouth marketing. This could include anything from social media posts to comments and shares by users and followers.
Engaging with shared media presents a unique opportunity for brands to build authentic connections with their audience. By encouraging your followers to share and engage with your content, you amplify your reach while creating a sense of community. This customer interaction can greatly enhance your brand’s visibility and trustworthiness.
It’s important to navigate shared media strategically. Successful brands develop specific strategies to make their content shareable. Understanding the nuances of these interactions and adapting your approach can maximise the impact of your shared media efforts.
Key takeaways
- Shared media increases your brand’s reach and engagement.
- Strategising shareable content allows you to maximise engagement with customers.
- Authentic interaction strengthens trust with your audience.
Defining shared media
Shared media acts as a bridge between brands and their audiences. It involves user-generated content spread across various social media platforms, contrasting with traditional advertising methods like Google Ads.
Evolution of shared media
Shared media has grown alongside the daily use of social platforms like Facebook and Instagram. Importantly, you need to create the type of content that people would want to share with their audience, rather than solely focusing on messages you want to be shared. When done right, shared media offers brands the opportunity to reach wider audiences.
User-generated content promotes authenticity, so it should be a key part of your shared media strategy. When users share a piece of content related to a brand, especially when it’s not a paid promotion, it often appears more genuine and trustworthy. This shift from one-way advertising to interactive sharing offers brands more opportunities for connection.
Shared media vs traditional advertising
Traditional advertising relies on paid methods such as TV or print advertising, and more recently Google Ads and social media ads. It focuses on delivering specific messages to target audiences and is often less interactive. In contrast, shared media thrives on engagement and organic reach.
The key difference lies in autonomy. Traditional ads are controlled entirely by the advertiser, whereas shared media gains momentum through user participation. This makes shared media less predictable but potentially more impactful due to its authenticity.
Importantly, shared media often results in higher engagement rates. Users tend to trust recommendations from peers over direct branding efforts. As a result, brands are encouraged to craft content that naturally sparks sharing, using the power of social endorsements to amplify their presence.
Strategies for shared media success
To excel in shared media, focus on building a solid content strategy that generates engagement within your community. By doing so, you’ll effectively drive brand awareness and nurture loyal audiences through digital channels.
Content strategy and marketing
Effective shared media begins with a well-crafted content strategy. This involves creating a blend of social media posts, blog articles, and white papers designed to engage your target audience. Curate content that resonates with your viewers, while aligning with your broader digital marketing strategy. Consistency is key, so develop a posting schedule to maintain presence and build trust.
Incorporate a variety of content formats such as videos, infographics and podcasts. This can widen your reach and cater to different audience preferences. Additionally, use insights from past performance to shape future content marketing strategies. Monitoring metrics like clicks and shares provides feedback about what works and what doesn’t.
Engagement and community building
Your success with shared media also depends on creating a vibrant online community. Encourage interaction by posing questions and inviting comments on your social media platforms. This creates dialogue and strengthens connections. You could also host webinars or live Q&A sessions to directly engage with your audience, further building trust and communication.
In many industries, influencer marketing can broaden your reach. Partner with individuals whose values and audience align with your brand, allowing them to authentically promote your message. Email marketing campaigns that promote your social media channels can keep your community informed with fresh updates and exclusive content. Remember, a loyal community is invaluable, so always listen to feedback and adapt to the needs of your audience. Actioning feedback is a great way to boost your overall brand perception too.
Maximising impact with shared media
To enhance the effects of your shared media, focus on using user-generated content, blending earned media with shared media and employing analytics tools to track performance. Both approaches play a significant role in boosting customer engagement and online presence.
Leveraging user-generated content
User-generated content is a powerful tool in your marketing efforts. Encouraging customers to share experiences with your brand creates authentic connections. For example, a viral post on Instagram showcasing a happy customer’s review can boost your brand’s visibility. Engage your audience by prompting them to share photos, feedback or feedback about your products or services.
Consider running social media campaigns that ask consumers to contribute content. Offer incentives, like discounts or prizes, to motivate them. This strategy not only amplifies your brand reach but also builds a community and enhances your public relations strategy. Authentic customer reviews enhance credibility and drive potential clients to trust your offerings.
Factoring in earned media
Your earned media can also become shared media. If you’ve worked with a digital PR agency to place content or commentary in a relevant sector publication and that’s shared, that counts as shared media.
With a digital PR strategy, it’s important to contribute content in a meaningful way that encourages engagement and shares. Whether you provide expert commentary on breaking news, write thought-provoking articles or receive coverage for important business news, shareability should be a consideration in some instances.
Appearances on business or influencers’ podcasts or videos is another great way to increase your earned media shareability. More traditional forms of media, like TV and radio interviews, are often sliced and diced and shared online in bite-sized segments that people can either share from the business’ page or organically.
Analytics and monitoring tools
Analytics and monitoring tools are essential for understanding how your shared media is performing. Track metrics including likes, shares, impressions and comments to evaluate the reach and impact of your content.
Employing advanced monitoring tools can improve your strategy by identifying trends and gauging the sentiment of online reviews. Assessing real-time data lets you swiftly adapt your approach if needed. Set benchmarks and key performance indicators (KPIs) to measure success and refine your future marketing or public relations campaigns. By focusing on these analytics, you ensure that your shared media consistently delivers results aligned with your business objectives.
Challenges and considerations
In shared media, keeping control over your brand image while ensuring authenticity and trust is vital. Balancing these can strengthen the relationship between your brand and its audience.
Control and brand image
Managing your brand’s image can be challenging with shared media. You have less direct control over discussions about your brand since users, influencers and external businesses generate much of the content. User-generated content can be unpredictable, and may not always align with your brand’s values or tone.
To address this, engage actively with your audience. Encourage positive discussions and provide clear guidelines for content related to your brand. Building trust involves consistently portraying your desired image through frequent interactions and responses to both positive and negative feedback.
It’s a good idea to ensure your brand is strong and consistent before strategising on shared media. Our branding services can ensure your messages resonate with your current and target audience, create visual consistency and make sure you’re instantly recognisable.
Maintaining authenticity and trust
Maintaining authenticity is key to building trust with your audience. Shared media relies on social proof, which means people trust peer recommendations more than traditional advertising. When brand messages diverge from genuine interactions, it can harm trust.
Ensure that your communications are transparent and honest. Encourage open dialogue to engage your audience while sticking to the core PR principles. Highlighting real successes and honest stories from your brand fosters genuine connections. Cultivating these authentic relationships is integral to your long-term success.
Frequently asked questions
Shared media is a useful tool in public relations and strategic communication. Here’s what you should know about its integration, distinctions from other media types and its impact on your PR strategy.
How do shared media initiatives integrate with overall public relations strategies?
Shared media blends seamlessly into PR strategies by engaging audiences directly through platforms like Facebook and Instagram. It allows for immediate feedback and interaction, enhancing communication effectiveness. These initiatives create more meaningful connections between your brand and its audience, promoting trust and loyalty.
How can I distinguish between shared and owned media in practical scenarios?
Shared media involves content distributed by users across social platforms, fostering engagement. Owned media, however, consists of content you control, like websites or blog posts. Shared media often generates dialogue, while owned media presents your brand narrative directly. Recognising these distinctions helps utilise each effectively in your strategy.
How has the evolution of social media platforms influenced the perception and utilisation of shared media?
Social media sites have broadened the reach and influence of your content. Platforms like Instagram and TikTok have increased opportunities for brands to engage interactively. This evolution demands more strategic planning to get the most out of these channels, ensuring your shared media initiatives resonate with target audiences.
