For the past couple of weeks, we’ve unintentionally been doing a deep dive into the PESO Model™. I had been thinking about all of the changes that have been brought about in paid media, from a communications perspective, so we started there. And then there was a discussion in the Spin Sucks Community about all of the challenges that earned media is wrought with today, so I went there next.
Well, it just makes sense, then, to discuss shared media today—and I guess we’ll go on to owned media next week! Yay! My editorial calendar is planned out!
It’s important to note that you wouldn’t necessarily start with paid media in your PESO Model program just because it’s at the start of the acronym. And you probably wouldn’t start with shared, either.
Shared media is an entire one-fourth of the model, it’s just as important as the others, but it doesn’t also mean every brand should have a presence on every account. Not in the least.
The places you choose to engage should be relevant to your industry and your audience.
I know you’ve seen this poorly done. So why do we try to be in all places and be all things to all people? It just doesn’t work.
On this week’s Spin Sucks podcast episode, we’ll talk about how to choose where to be, what to communicate, and where and when to test things out.