Earned media for brands has had a great run these past few years.
Viral promotions have created instant audiences on Facebook. Stream stories published by social media users have carried brand content across platforms. PR has effortlessly pushed messages out of traditional media into blogs and communities. With its seemingly infinite scale, the ‘share’ has become digital marketing’s holy grail.
However, a combination of social media pay-to-play, Internet shrinkage, and eroding net neutrality are effectively gating content and eroding the power of the share. Audiences can’t share content they don’t see, and what they don’t see is increasing.
Read the full posting at Marketing Magazine here.