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It seems like every day brings with it a new social media channel or trending meme. What TikTok dance craze have you learned during the pandemic? What are we going to do about our influencer programs? Will a broom really stand up by itself on a particular day because of a hashtag trend? And what the heck is this Vero thing all about?

It’s tough to keep up. Every day there is something new and fun and cool that other people are doing on social media, leaving you with a sense of FOMO—fear of missing out.

We all get FOMO, but it’s a terrible way to decide how to spend your time on social media and to allocate your content budget. Instead, you need to “fish where there are fish.” In social media terms, that means to be where your audience and community already talk about you, your competitors, and industry topics, and engaging with them there.

The nice thing about shared media is you can use it to distribute your content and allow you to engage with customers, prospects, employees, and more. It’s free to test, it’s relatively risk free, and it gives you an easy way to figure out what works and what doesn’t. As you build it into your PESO Model program, it’s one of the easiest things to implement while you work on everything else.

That’s what we’re going to talk about on today’s Spin Sucks podcast episode. That and how shared media fits into a larger PESO Model program.

If you want to learn more, check out the PESO Model Certification that is offered by Spin Sucks and the S.I. Newhouse School for Public Communications at Syracuse University.

You’ll learn how shared media fits into one of the foundational pillars of your integrated program.

And you’ll learn how to implement this for your clients or for the organization for which you work—and become certified, which tells everyone you know what you’re doing and have done the deep work to put theory into practice.

About Gini Dietrich

Gini Dietrich is the founder and CEO of Arment Dietrich, a Chicago-based integrated marketing communications firm. She is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro. She is the co-author of Marketing in the Round and co-host of Inside PR. Full bio