In social media strategy, what does 'owned media' refer to?

Owned media refers to the content and assets that a brand creates and has complete control over. This includes items such as the brand's own website, blogs, social media profiles, and any content produced by their team, like videos, infographics, or newsletters. The significance of owned media lies in its ability to communicate a brand's message directly to its audience without the interference or limitations imposed by third parties. Since the brand controls this content, it can shape how it is perceived, provide consistent messaging, and engage directly with its audience.

This concept is critical in a comprehensive social media strategy, as owned media serves as the foundation for building relationships with followers, encouraging brand loyalty, and establishing authority and trust within the market. By leveraging owned media effectively, brands can cultivate an engaged community around their products or services, leading to greater long-term success.

Other choices relate to different forms of media; paid media involves advertising where the brand pays to display content, public relations materials are often external communications meant to shape public perception, and content shared by the audience refers to user-generated content or organic shares, which are not directly controlled by the brand. Each serves a unique purpose in a holistic marketing strategy, but only owned media indicates assets that a brand fully manages.