One of the main reasons you want earned media is trust. Most people will trust a recommendation from family and friends. In the age of social media, the definition of “friend” has become extremely flexible, however, people also trust the opinions of others online. Examples are Yelp or any other review/blog site. Also, paid media is known to have around a one percent conversion rate, while earned media typically averages around five percent. Remember, you are not paying for earned media, meaning you also are not paying the cost of the customer acquisition.
As we all know, nothing is perfect. This also applies to earned media. However, the big drawback is that it is the one area where your brand has the least amount of control over. When you publish your brand’s content on your website or social media profile, you have complete control over what gets said. But, earned media is like the Wild West. It may be true that some people have great things to say about your brand, but there will always be those people who have nothing nice to say and just need to take their anger out somewhere. So, one way to make sure your company receives positive reviews through you controlling the message you put out through your own channels. For example, making sure your posts or tweets don’t offend anybody is a good start to preventing negative reviews.