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This document outlines paid, owned and earned media. Paid is media you buy – you get total control over messaging, reach and frequency, as much as your budget allows; earned is what others say about your brand – you get no control but you can influence outcomes if you’re smart; and owned is content you create (content marketing) – you control the messaging, but not so much whether anyone reads/views it.
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Note: Many of the Chinese social media platform require payment for such tasks as establishing groups, verifying accounts and for some types of content. We have not distingueshed this in the model in order to create a simple framework.
![Social Media: Integrating Paid, Owned & Earned [ad:tech San Francisco 2013]](https://img.pdfslide.us/doc/110x75/554f0359b4c90577698b5042/social-media-integrating-paid-owned-earned-adtech-san-francisco-2013.jpg)
