An example of an “earned” social media tactic:

Earned" social media refers to content and conversations about your brand that are generated by others, rather than paid for or owned by you. All the options listed are examples of earned media tactics because they involve leveraging third parties to spread your message. Generating positive conversations and sparking word-of-mouth recommendations directly involve customers and the public sharing their experiences. Forging mutually beneficial influencer relationships, while strategic, aims for the influencer to organically promote your brand to their audience. Encouraging employees to amplify content also relies on their personal networks to extend reach and credibility. These tactics are valuable because they often carry more trust and authenticity than paid advertising.