Earned media The media attention you don’t pay for but which you earn through word of mouth advertising or because others share your content on social media. Actually, consumers themselves are the media in this case.
The power of earned media is that it’s very credible. For many consumers, this plays an important part in their buying process.
Examples of earned media are a funny video or interesting blog that’s gone viral, or a positive customer service review. Earned media can be a result of the smart implementation of paid and owned media.
A downside to earned media is the fact that you have no direct control over it and earned media can also be negative. In addition, it’s not scalable and difficult to measure