|PEO Model – should Loaned Media be part of the mix?|
I was reading an old Forrester blog post last week on Paid, Earned and Owned Media, and the author split Owned Media into ‘fully-Owned Media’ (your website, your blog) and ‘partially-Owned Media (your Facebook fan page, your Twitter account etc).
Owned Media is essentially something you control as a person or as a brand. I would argue that much of Owned Media is actually Loaned Media. Most blogs are powered by Blogger or WordPress. If either of those platforms makes a significant change or ceases to exist, your blog will be affected. Thus, you don’t control it. Same with Facebook or Twitter or other ‘Owned Media’ platforms.
|Loaned Media – the new model?|
Therefore you don’t control those platforms outright, you simply control the parts that are loaned to you. Go on, throw Loaned Media into the mix, you know it makes sense.