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How do you balance your social marketing budget between paid, earned, and owned media?

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Social marketing is the use of marketing principles and techniques to influence social change and benefit society. It can involve creating and delivering campaigns, programs, or interventions that address social issues, such as health, environment, or human rights. But how do you balance your social marketing budget between paid, earned, and owned media? Here are some tips to help you plan and optimize your social marketing mix.

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1 What are paid, earned, and owned media?

Paid media are the channels and platforms that you pay for to reach your target audience, such as advertising, sponsorships, or influencer marketing. Earned media are the exposure and recognition that you gain from others, such as word-of-mouth, referrals, reviews, or media coverage. Owned media are the assets and platforms that you control and create, such as your website, blog, social media accounts, or email list.

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Dorien Morin

Host @ Strategy Talks ??? | Social Media & AI Strategist for Small Businesses | Content Creator | Organic Specialist | Content Marketer | International Keynote Speaker | Certified Agile Marketer
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The best social media strategies have all three types of media BUT it’s ok to start with just one of these. The others will follow. Many smaller business will start with owned, then turn to paid before adding earned media to the mix.

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2 Why do you need to balance your social marketing budget?

Balancing your social marketing budget between paid, earned, and owned media is important for several reasons. First, it can help you achieve your social marketing objectives and maximize your impact. Second, it can help you diversify your reach and engagement across different channels and audiences. Third, it can help you optimize your return on investment and avoid overspending or underspending on any media type.

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Dorien Morin

Host @ Strategy Talks ??? | Social Media & AI Strategist for Small Businesses | Content Creator | Organic Specialist | Content Marketer | International Keynote Speaker | Certified Agile Marketer
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Top tip: you won’t get it right right away. Achieving the right balance between all three will take testing and time. Don’t be too hard on yourself if one of these flops or if earned media isn’t pulling its weight. Only trying new things wil give you new data to make new decisions.

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3 How do you allocate your social marketing budget?

When it comes to allocating your social marketing budget between paid, earned, and owned media, there is no one-size-fits-all formula. The proportions of your budget that you should use for each type of media depends on factors such as your goals, target audience, message, timeline, and resources. However, you can use the PESO model (Paid, Earned, Shared, and Owned media) as a general guideline. This model suggests allocating 20% of your budget to Paid media, 40% to Earned media, 20% to Shared media, and 20% to Owned media.

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Dorien Morin

Host @ Strategy Talks ??? | Social Media & AI Strategist for Small Businesses | Content Creator | Organic Specialist | Content Marketer | International Keynote Speaker | Certified Agile Marketer
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^^^ great advice for those with a current marketing plan and large budget. For smaller businesses and solopreneurs, start with owned media. A website, blog, email marketing and organic social!

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4 How do you measure your social marketing performance?

In order to properly balance your social marketing budget, it is important to measure your performance and evaluate the results of your paid, earned, and owned media activities. There are various metrics and tools you can use to track and analyze your social marketing outcomes, such as reach (the number of people who see or hear your message), engagement (the number of people who interact with it), conversion (the number of people who take the desired action), and impact (the extent to which your message influences the social issue or problem).

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Miranda DeLay

Social Media Marketing
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Social media performance metrics can be used to measure success. It’s important to understand the various metrics and set KPIs based on your brand’s specific goals. For example, if you’re looking to increase brand awareness you may consider using reach and shares as a main performance indicator.

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5 How do you optimize your social marketing budget?

When it comes to optimizing your social marketing budget, you should adjust your allocation and strategy for each media type. This includes scaling up or down your paid media spending according to reach and conversion rates, leveraging earned media opportunities and relationships, encouraging shared media followers and fans to spread your message, and improving owned media content and design. Balancing your budget between paid, earned, and owned media is an ongoing process that requires planning, testing, measuring, and optimizing. With these tips in mind, you can create a more effective social marketing mix that can help you meet your social change goals.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you balance your social marketing budget between paid, earned, and owned media?

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1 What are paid, earned, and owned media?

2 Why do you need to balance your social marketing budget?

3 How do you allocate your social marketing budget?

4 How do you measure your social marketing performance?

5 How do you optimize your social marketing budget?

6 Here’s what else to consider

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