Why Earned Media is More Important Than Ever

Some people are working from home and others are waiting to hear when they can return to work. This time of uncertainty has shown to people engaging on social media more than they typically would have before the pandemic struck. People have shifted to social media communication on sites like Twitter and Facebook. Communicating on social media sites before the pandemic was never uncommon, however, we are seeing that users are being much more engaged and interacting on social media on a frequent and consistent basis.

Media consumption is up for online news and broadcast as well as many people who are adjusting to remote work anxiously await positive news. People are doing more searches online to check for news on the status of the virus or possible vaccines and cures, making online news even more important during this time than ever before.

Broadcast news is leading the way in disseminating news during this time. News organizations are endlessly working to deliver COVID-19 updates from a global, national and local perspective. Not just that, they’re also highlighting hospitals, corporations and small businesses that are making an impact in our society. These kinds of mentions can help make up for a lack of advertising budget and organizations need a way to be sure they are capturing the value created through business visibility and brand growth. Therefore, the frontrunner of news dissemination is television broadcast coverage. 

With that said, organizations and businesses across the world have shifted their strategies to adjust to the changes. Advertising budgets are tighter with the economy in a slowdown, but the increase in media consumption has opened the door to greater opportunities for organizations to make an impact through earned media. Having that in mind, your brand’s mentions could be receiving more attention than they previously have, only making it more important to have the ability to track your mentions.