Which of the following scenarios might lead one to consider sites like Facebook to be "earned" media?
A) Consumers visit a branded Facebook page, "like" it, and further communicate their positive consumption experiences.
B) Ads on Facebook pages are targeted according to the visitor's online surfing behaviour.
C) The brand develops a Facebook page with similar content to its branded website, in order to extend the brand's image.
D) Ads are displayed on third-party Facebook pages.

Question

Quizplus · Accepted Answer

In scenario A, consumers voluntarily visit a branded Facebook page and engage with the content by liking and sharing it, which can lead to a positive effect on the brand's image. This illustrates the concept of earned media, where the brand is able to gain organic exposure and advocacy through user-generated content and interactions. In scenarios B and D, the brand is paying for advertising and does not qualify as earned media. While scenario C may involve extending the brand's image, it does not necessarily involve earned media as it is still controlled and owned by the brand.

Which of the Following Scenarios Might Lead One to Consider