Paid, Owned & Earned Media. Should Social Sharing be a fourth pillar?
Media has always been divided into 3 pillars – paid, owned and earned media. But with the rise and continual growth of digital and social media, we need to ask – should social sharing be a fourth pillar?
When planning any form of social or digital campaign, the following questions must always be top of mind:
- What does the client need?
- What puts money in the bank? and
- What are the business objectives for the client?
With the answers in hand, we must then understand the consumer journey before overlaying content & social channels on top.
This topic was discussed during the RadiumOne curated panel discussion on ‘Dark Social – challenging the way brands think about sharing’ at Mumbrella 360 – Australia’s biggest media and marketing event.
Mediated by RadiumOne’s Kerry McCabe, panelists included Dr Peter Steidl – Neuromarketer and Principal, Neurothinking; Nicole McInnes – Former Director of Marketing ANZ, Pandora & Timothy Whitfield – Director, Digital Technical Operations, Group M.
The overall consensus of the panel was that fragmentation across the ad-tech space resulted in a confusion of technology. The more fragmentation, the harder the challenge of analysing success on specific platforms and no client wants to log into multiple systems to view different platform analytics. A consensus which challenged the position of social sharing as a forth media pillar.
Will we see the return of a full-service agency?
The short answer is yes.
At a technical level there’s too much fragmentation, and at a business level there needs to be fluidity.
For Nicole McInnes, the only way forward is a fluid one in order to keep budgets agnostic. The only way to do that is to have one agency managing it all thus enabling budget ti be moved across all channels rather than fought for between multiple managing agencies.
Going one step further, one of the main reasons for lack of consistency across social is resourcing. So the return of the full-service agency model could help resolve the issue of consistency.
Brands should be working with an agency/content creator that is fluent in every platform, because if you’re not set up to find the intersection between what’s happening in the world, what’s going on with your brand and the relevancy of your content your content isn’t going to work.