Use it everyday, but...how much do you know about it---Converged Media
- Ting Lu
- 2016年5月12日
- 讀畢需時 2 分鐘
Paid + Earned + Owned = Converged Media
After reading Michael Brito's @Britopian book about the role of converged media, it make me clear about "what is converged media."
How to overlap?
Converged media is the area of overlap between any two of three media types: Paid, Earned, and Owned. A few year ago, these three medias were individually. But now we live in the "multiscreen" time, they has to be overlapped and media types are converging. Now if you ask people what kind of media Facebook use? The answer definitely will be: all of these three, same as Twitter or other brands.
In my opinion, you need to have a deep understanding of "paid, earned, and owned"media before you use them as a converged media. There are lots of opportunities during this overlap and it should be used in any digital marketing program, too.
The convergence of paid, earned, and owned media by Joe Mullich
The core of converged media
From my perspective, the core of converged media is content. There is no media can work without content. Michael Brito mentioned in his book that
Content developed by your community manager-who knows the community better than anyone else-can boost an organic piece of content at a moment's notice.
To be honest, I didn't know much about Converged media. But I start to have clue to it. Meanwhile, I read some news and reports online, it was really helpful. For example, The Converged Media Imperative: How Brands Will Combine Paid, Owned and Earned Media. By Rebecca Lieb @lieblink
Also, there is a video on YouTube about Media Convergence, it will help you to know more about converged media.
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