Earned media management (EMM) is a strategy for measuring and growing the media exposure gained through social media initiatives. have on consumer behavior. In marketing, the term earned media is often used as a synonym for online word of mouth. The goal of EMM is to purposely drive organic traffic, encourage social engagement and seek positive sentiment about a brand. Popular management strategies include content marketing and following search engine optimization (SEO) best practices.
To measure earned media, marketers follow end users who have consumed online content to understand how content consumption has led to specific business outcomes. In the past, earned media management strategies simply focused on targeting social influencers who happened to have a large number of followers. Today, EMM strategies are more granular. Management efforts not only focus on the number of followers, but also on the connections the influencer has with a brand’s target consumer.
Job titles associated with EMM include Influence Relations Manager, Earned Audience Manager, Communications Measurement and Attribution Manager and Communications Campaign Manager.