What is Shared Media?

What is Shared Media?

Shared media refers to media that is spread through social media or word of mouth.

Originally, it was included as part of the “earned media” concept within the “triple media” framework, but it has since become independent as “shared media.”

What is Earned Media?

Earned media refers to media generated not directly by the company, but by journalists, influencers, followers, and others.

In this case, the company does not provide money or incentives to the creators of the media.

On the other hand, media where the company pays to place advertisements is referred to as paid media.

Media generated and operated by the company itself is called “owned media.”

The combination of these three types of media—earned media, paid media, and owned media—is referred to as the “triple media strategy.”

Shared media was initially part of earned media, but due to the strong viral nature of social media, it has been classified as a separate media strategy.

From POEM to PESO

The POEM framework, which stands for “Paid Owned Earned Media,” was originally proposed in the West and later adopted in Japan under the name “triple media.”

Around 2012, the concept of “shared media” emerged, and the POEM framework evolved into PESO.

PESO stands for “Paid,” “Earned,” “Shared,” and “Owned,” and includes shared media, which was added to the original POEM framework.