A digital marketer includes earned media in their social media marketing strategy. Where can they gain earned media from?

Image ads, video ads, story ads, and influencer marketing

Community forums, Twitter profiles, and other social media profiles

Customer reviews, testimonials, mentions, and comments on social media

Blog sites, social media profiles, and Facebook or Instagram profiles


Certification program: 👉 Google Digital Marketing & E-commerce Professional Certificate (Coursera)

Explanation: A digital marketer can gain earned media from customer reviews, testimonials, mentions, and comments on social media. Earned media encompasses organic, unpaid publicity generated by customers or the general audience. In the context of social media marketing, when customers voluntarily share positive experiences, provide testimonials, mention the brand, or engage through comments, the brand accrues earned media. These authentic endorsements and user-generated content contribute to the overall reputation, credibility, and visibility of the brand. By fostering positive interactions and encouraging user participation, digital marketers can leverage earned media to build trust, strengthen brand advocacy, and amplify their message through the authentic voices of satisfied customers.

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Maximizing Your Social Media Marketing Strategy with Earned Media

In today’s digital landscape, social media has become a powerhouse for marketers to engage with their audience, build brand awareness, and drive conversions. However, amidst the myriad of tactics and strategies, one aspect often overlooked yet immensely valuable is earned media.

So, what exactly is earned media in the realm of social media marketing, and how can digital marketers leverage it to amplify their efforts?

Understanding Earned Media

Earned media refers to the exposure a brand earns through avenues like word-of-mouth, social sharing, mentions, reviews, and reposts, rather than paid advertising or owned content. In simpler terms, it’s the organic buzz generated around your brand by your audience.

Leveraging Earned Media in Social Media Marketing

Here are some key channels where digital marketers can tap into earned media:

1. Social Sharing and Engagement

Encourage your followers to share your content by creating valuable, shareable posts that resonate with your audience. Engage with users who interact with your content, respond to comments, and foster conversations around your brand.

2. Influencer Collaborations

Partnering with influencers in your niche can amplify your reach and credibility. When influencers mention or endorse your brand on their social media channels, it can result in increased visibility and trust among their followers.

3. User-Generated Content (UGC)

Harness the power of user-generated content by encouraging your customers to create and share content related to your brand. Reposting user-generated content not only showcases authentic experiences but also fosters a sense of community around your brand.

4. Public Relations Efforts

Building relationships with journalists, bloggers, and media outlets can lead to valuable mentions and features, extending your brand’s reach beyond social media platforms.

5. Viral Campaigns

Create engaging and share-worthy campaigns that have the potential to go viral. Whether it’s a clever hashtag challenge, a captivating video series, or a thought-provoking campaign, viral content can garner widespread attention and organic traction.

Practical Insights for Maximizing Earned Media

  • Consistency is Key: Stay consistent in your brand messaging and content quality to build trust and loyalty among your audience.

  • Monitor and Engage: Keep a close eye on social media conversations surrounding your brand and promptly engage with both positive and negative feedback.

  • Provide Value: Focus on providing value to your audience through informative, entertaining, or inspirational content that resonates with their interests and pain points.

  • Incentivize Sharing: Offer incentives or rewards for customers who share their experiences with your brand, further motivating them to engage and advocate for your products or services.

In conclusion, earned media presents a valuable opportunity for digital marketers to extend their brand’s reach, credibility, and engagement on social media platforms. By fostering meaningful relationships, creating shareable content, and incentivizing engagement, marketers can harness the power of earned media to drive impactful results in their social media marketing endeavors.

Remember, while paid advertising and owned content have their place, the authenticity and advocacy inherent in earned media can be a game-changer in today’s competitive digital landscape.

Now, it’s your turn! How do you plan to incorporate earned media into your social media marketing strategy?

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