How can you use social media to maximize your media campaign's impact with the PESO model?

1 What is the PESO model?

The PESO model was developed by Gini Dietrich, the founder and CEO of Arment Dietrich, a digital marketing and communication firm. This model helps you categorize and coordinate your media efforts across four different channels: paid, earned, shared, and owned. Paid media involves ads, sponsored posts, influencer marketing, or native advertising. It increases reach and conversions but can be expensive. Earned media is earned through third-party sources such as press coverage or reviews. It builds credibility but can be unpredictable. Shared media is shared with your audience such as social media posts or user-generated content. It fosters community and engagement but can be time-consuming to manage. Owned media is anything you own and control such as a website or podcast. It showcases expertise but requires resources to maintain.

2 How to use paid media effectively?

Paid media can be a great way to increase the visibility and reach of your media campaign, but it can also be costly and competitive. To use paid media effectively, you need to define your goal and budget, choose the best platform and format, segment and target your audience, and test and optimize your campaigns. Before investing in any paid media, consider what you want to achieve and how much you can afford. Select a platform and format that best fits your goal and budget. Take advantage of the ability to reach a specific, relevant audience based on their demographics, interests, behaviors, or needs. Track and analyze metrics such as impressions, clicks, conversions, or cost per action to improve your performance and ROI. Experiment with different headlines, images, messages, or calls to action to maximize conversions while minimizing costs.

4 How to use shared media effectively?

Shared media can be an effective way to engage your media campaign's community and loyalty, particularly if you have a strong brand identity, voice, or personality. However, managing shared media can be difficult and time-consuming, so it’s important to use it consistently and strategically. To use shared media effectively, you need to define your brand and tone before sharing any content. This will help create a memorable and authentic impression. Additionally, you should choose the best channels and content for your shared media based on your audience's preferences, habits, and expectations. Finally, it’s essential to engage and interact with your audience to foster your community and loyalty. You should respond to their comments, questions, or feedback while encouraging them to share or like your content. Inviting them to co-create or collaborate with you is also a great way to build relationships with your audience.

5 How to use owned media effectively?

Owned media can be a great way to showcase your media campaign's expertise and value, particularly if you have lots of knowledge, insights, or resources to offer. However, it can be resource-intensive and require maintenance, so you need to use it strategically and efficiently. To do so, you must first define your niche and value; this will help attract and retain an audience. Then, you must choose the right format and frequency for your owned media based on your audience's needs, goals, and challenges. Lastly, you need to optimize and promote your content to increase visibility and traffic. This includes optimizing for search engines, keywords, headlines, or meta descriptions as well as promoting on social media, paid media, earned media, or email lists.

7 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?