Working through the connections between these things…
If you treat earned media like paid media long enough, you will teach it to act like paid media.
…This is connected with the idea we explored that editors should be in charge of paid digital media (or at least have control of their own budgets) m- treating paid like earned could be a lot more useful than the other way around.
…It’s another angle on what John Willshire discusses in his series of presentations on the idea of “fracking the social web“. The race for Likes and shares and and views leaves depleted culture and relationships in its wake.
…Andy Whitlock says in this deck that creating noise (chasing attention) isn’t always the best approach. Platforms and products are ways of creating long term value, long term relationships, he says.
…This connects with why at Brilliant Noise we’ve talked more about earning advocacy than earning media, or even earning attention. The media’s not the point, the customer is… and they couldn’t give a fig for brands, most of the time.
Which also reminds me of an interesting Twitter conversation yesterday between Mat Morrison, Jon and Professor Byron about brands and satisfaction:
Hat tip to Anne McCrossan for pointing me to the Oliver Blanchard article.