Paid, Owned and Earned Social Media Measurement Framework

This article discusses the Paid, Owned and Earned Social Media Measurement Framework and how it can help regulate the effects and usage of various social media platforms on an organization. It explains the importance of monitoring social media and how it can be used as a tool for collecting primary material for further processing and analysis. The article also provides insights on the target audience of different social networks and how to increase views and maintain customer loyalty through social media.

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Social Media
Name:
Course
Professor’s name
University name
City, State
Date of submission

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Executive summary
The purpose of this social media measurement framework is to regulate the effects and
usage of various social media platforms and their effects on an organization. Social media has
been an important tool in today’s running of a business especially in aspects of marketing. Today
in the article I want to talk about one service that helps to track advertising in social networks.
The organization is called Contrary Thinker and in addition to monitoring advertising in social
networks also performs a number of other functions, but I will speak purely about social
networks. A couple of opening words. For what and for whom this service is needed. First of all,
it will suit Internet marketers and advertising specialists in social networks. With the help of it
you can track how and where your competitors are advertised, as well as learn the latest trends of
the advertising market.
Contrary Thinker allows one to work with social networks, twitter, linkedIn and Youtube. After
registration, a free demo mode will be available to you. In it, you are limited in the search for
creative (this is perhaps the main disadvantage). If you work with advertising constantly, then I
advise buying access for several months.

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Table of Contents
Executive summary.......................................................................................................................2
Paid, Owned and Earned Social Media Measurement Framework.........................................3
Paid..............................................................................................................................................3
Owned.........................................................................................................................................3
Earned.........................................................................................................................................4
Paid, Owned and Earned Social Media Measurement Framework.........................................4
Rationale.....................................................................................................................................5
Methods.......................................................................................................................................5
Object of monitoring....................................................................................................................5
The monitoring space...................................................................................................................6
Paid, Owned and Earned Social Media Measurement Framework.........................................7
Channel metrics..........................................................................................................................8
Performance metrics..................................................................................................................8
Business metrics.........................................................................................................................8
Communicate with subscribers....................................................................................................9
Watch your competitors................................................................................................................9
Conclusion......................................................................................................................................9
References.....................................................................................................................................11

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Paid, Owned and Earned Social Media Measurement Framework
Paid
Most of the social media channels are not paid. Only advertising in them is the associated
costs. Contrary thinkers is a financial markets forecast and strategies that uses social media
platforms in marketing and linking up with students and targeted markets. Contrary thinkers has
been trying to use these social media services in order to promote its brands and improve its
business visibility. For example, you know that your competitor is giving targeted advertising to
social media (Effing, and Spil, 2016). You enter the address of his site and track what creative
and headlines he uses. It is very convenient! If you are an expert in setting up advertising, then
you can find the key words for creativity and get ideas for creating your ads.
Owned
The social media channels, linked In, Twitter and Youtube are owned by American
multinational companys. However, individual accounts are owned by individual and companys
like Contrary thinkers. What I personally liked, so it's a bunch of a variety of filters for finding
ads. You can set a period when you need to find ads, choose a social network, select a teaser
format, and set the gender / age for which ads have been set up. In general, the settings of the sea
and you can easily find what you need (Godey, Manthiou, Pederzoli, Rokka, Aiello, Donvito,
and Singh, 2016).
Earned
The tab "Advertising Communities" allows you to find communities in the social media
like twitter and Youtube according to the given parameters. This tab is necessary in order to find
a community for advertising your products or services. The service gives you information about

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the number of subscribers of a particular community, the percentage of bots in it, geography and
age of subscribers. Plus, you immediately see the cost of the post (in filters you can set the price
that you need). You can search for communities by keywords, id or link (Goodrich, and De
Mooij, 2014). Searching for accounts in the Instagram contains even more different parameters
that any marketer, who purchases ads in Instagram accounts, will surely appreciate.
Exposure Engagement preference Impact Advocacy
Paid Monitoring
media
Summing up, I will
say that the
opportunities for
Contrary Thinker
service to monitor
advertising in social
networks are simply
limitless
You tube Social
media
followers.
Publicity
right choice
of a tool for
solving your
problems
Owned Social media . You can learn
anything and see a
wide variety of
statistics,
collection
of primary
data
Social
media
followers.
Publicity
quality
monitoring
Earned Advertisement collection of primary
data
collection
of primary
data
Social
media
followers.
Publicity
quality
monitoring

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find groups where it is profitable to place advertising, find examples of advertisements
and much (Grande, 2015).That's it, if the article was useful, then share a link to it in social
networks and do not forget to subscribe to blog updates!
Paid, Owned and Earned Social Media Measurement Framework
Monitoring media and social media is a powerful and affordable way to track messages
about a brand, company, product, person or event. Its significance increases with the acceleration
of the information flow and the increase in information noise. Monitoring of publications can act
as a tool for collecting primary material for further processing and analysis, and as an
independent tool (Halpern, and Katz, 2017). This article discusses the basic principles of
monitoring, which should be followed regardless of the choice of a particular instrument.
Rationale
Social Media monitoring is associated with many systems of "automatic" monitoring of
publications in the media and social media. In fact, monitoring was carried out long before the
advent of computers and the Internet. Now at the disposal of experts there are manual and
conditionally automated monitoring tools, paid and free tools, accessible and closed (He, Wu,
Yan, Akula, and Shen, 2015).
Objectives of monitoring publications in social media of an organization
Monitoring publications is not something self-sufficient, it's just a tool, the application of which
depends on your specific goals. We give a number of possible ones:
 collection of primary data for subsequent studies (content analysis, discourse analysis);

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 compilation of a compressed information picture (for guidance: there is no time to
independently study the information flow);
 analysis of publication activity (who and what is writing, finding information outliers);
 analysis of public opinion (attitude to the product, evaluation of socio-political tensions).
Methods
First of all, it is necessary to determine the object of monitoring and put forward a
hypothesis, starting from which to approach the monitoring itself. At this stage, we answer two
questions: what we want to know and about what (or about whom. (Hudson and Madden, 2016).
Object of monitoring
As an object are trademarks, persons, phenomena, in general, if desired, the object can act
anything. But it is worth remembering that the blurred understanding of the monitoring object
greatly complicates the work process. Particular difficulty is caused by object search in social
networks.
The monitoring space
The obvious problem will arise with the last point. If channels sometimes publish you tube
transcripts, then they are not accompanied by videos on YouTube or in other social networks.
You will either have to review them, or evaluate them subjectively.
Selecting the tool After completing these points, you should move on to choosing a monitoring
tool that differ: in quality monitoring (full coverage of messages, the ability to filter spam, the
speed of collecting information, combining similar messages), at cost (free, paid), in terms of
automation (manual, automation Having obtained the first data set, you should check with the
working hypothesis, and if necessary, start the entire process anew (filter out unnecessary

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sources, add new ones, shift the time frames, etc.) . The right choice of a tool for solving your
problems will be helped by a comparative review of popular monitoring systems and publication
analysis (Roth, Bobko, Van Iddekinge,. and Thatcher, 2016).
The need to use social networks to solve marketing problems is practically a truism. You
can, of course, reason by the principle "I see steam, but I do not see the engine", but there are
fewer such doubters. There are more and more tools for social media marketing, in particular,
monitoring systems that allow us to quickly detect negative statements about the brand and
extinguish the growing flame. Figuratively speaking, the details of the locomotive have already
been created, it needs only to start and go (Shah, Hanna, Bucy, Wells, and Quevedo, 2015).
It is not clear only in which direction to move. We like to generalize when we say "social
networks". We like to produce the essence beyond the necessary. We do not understand that
there is no universal social network, but only You tube , Linked In or Twitter. In this short
article, we would like to draw attention to the difference in the target audience of different social
networks.
1.YouTube. it is among the most most influential blogging platform in the world.. The free spirit
that dominates this network allows solving various tasks: both marketing and political.

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2. Twitter. Dynamics of the development of Twitter in Australia has recently decreased, but,
most likely, this means a calm before the storm. Ubiquitous distribution of smartphones means a
significant increase in the potential audience of Twitter and Foursquare - young, promising
people, living an active life, able to convert online to offline. A feature of monitoring on Twitter
is the ability to localize the user. If you, for example, the owner of the restaurant, you can track
who of the is now nearby.
3. Facebook performs in modern Australia LinkedIn functions, being a community of journalists,
marketers and IT specialists, that is, an "advanced" part of Australian society (often pro-Western
oriented). If you are the owner, for example, of a recruitment agency, look in Facebook. The best
minds are certainly here.

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Paid, Owned and Earned Social Media Measurement Framework
Before you start promoting in social networks, you must very clearly identify who your
target audience is. We do not have universal councils and cannot be. Every businessman and
marketer should determine who is his client and only then develop a strategy. "
Channel metrics
The easiest, but paid way is to advertise your video. You can go a few ways: advertise the
video on YouTube itself or on third-party resources. In the first case, you also have two options:
to use the contextual advertising service from Google or pay for advertising in video from other
users.
The latter method is the most profitable. You just need to find a popular channel of a similar
theme, contact the author and offer accommodation. In some cases you will be helped even for
free, but more often you will have to pay. The cost of one mention can range from hundreds of
rubles to several thousand (Roth,., Bobko, Van Iddekinge, and Thatcher, 2016).

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Performance metrics
Use help from YouTube. You can join the fan search program. To do this, you must
accept the agreement, which can be found on the settings page. In this case, Google will place
ads for your channel alongside other videos for free.
Business metrics
If your channel has some themes, and you want to become a real video blogger, then you
should pay attention to the general theme of all videos, your voice, the quality of shooting, the
story and everything else (Sigala, 2016). To increase the views in this case, you will suit the
management of the pages in all popular social networks, where in due course there will be a
sufficient number of subscribers who will help you with the promotion of the video, telling your
friends and acquaintances. The thing is that people are now ready to watch only high-quality
material. Less and less popular are non-professional videos shot on the phone (Smith, Kendall,.
and Knighton, 2018). However, it's also popular to download video deletions with a modified
description. You can find similar videos in the search by typing the name of any popular artist or
another person.
For this reason, social networks today are the most powerful channel for attracting the
audience and maintaining the loyalty of your customers.
Exposure Engagement preference Impact Advocacy
Program
Metrics
Number of
programs in the
channel
Number of
Followers
You tube Business
Visibility
Right choice of
a tool for
solving your

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problems
Channel
Metrics
The quality of
the channel
Number of likes You Tube Business
Visibility
Google or pay
for advertising
in video
Business
Metrics
Amount of
revenue
collected due to
social media
impact
Number of Likes
and traction in
business
Twitter &
Facebook
Business
Visibility
Google or pay
for advertising
in video
In addition to being a banal sign of respect for its subscribers, the discussion in the
comments also draws attention to a specific post and positively affects the audience's
involvement. It is not necessary to respond to each comment, but for those of them that are
really interesting, it's definitely worth reacting. For example, if it's a company page, so you can
help a person solve their problem, and demonstrate their expertise.
Gather the list of the best in your niche, and analyze their strategies for working in social
networks. There is nothing wrong with learning from leaders, and taking interesting mechanics
from them. Also, you can collect a list of dozens of interesting thematic pages, and track which
content is most popular among them, and then publish a similar or similar (Tao. and Hahn,
2016). Most likely, the effect will be similar.

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Conclusion
LinkedIn, Twitter and other social networks do not belong to the category of charitable
organizations. Advertising inside each of these platforms generates the bulk of their revenue,
therefore, the opportunities for organic free promotion are rather limited. And if at some stage
the number of subscribers grows by itself, then at first the paid promotion of posts can be a good
source new subscribers (Zeitzoff, 2018). The frequency of publication is much less important
than regularity. It is better to add 2 posts, but daily, than do one day with a dozen publications,
and then, within a week not to make itself felt.
This rule is true for any social network, and apart from the obvious benefit in attracting the
attention of the audience, it also allows you to better understand the interests of your subscribers.
This option should be considered more for personal, rather than commercial projects, and it may
well provide you with the first few dozen or even hundreds of subscribers at the start. For a start,
very good, and most importantly

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References
Effing, R. and Spil, T.A., 2016. The social strategy cone: Towards a framework for evaluating
social media strategies. International journal of information management, 36(1), pp.1-8.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R., 2016.
Social media marketing efforts of luxury brands: Influence on brand equity and consumer
behavior. Journal of business research, 69(12), pp.5833-5841.
Goodrich, K. and De Mooij, M., 2014. How ‘social’are social media? A cross-cultural
comparison of online and offline purchase decision influences. Journal of Marketing
Communications, 20(1-2), pp.103-116.
Grande, S., 2015. Factors that influence use of social media among older adults. California State
University, Long Beach.
Halpern, D., Valenzuela, S. and Katz, J.E., 2017. We face, I tweet: How different social media
influence political participation through collective and internal efficacy. Journal of Computer-
Mediated Communication, 22(6), pp.320-336.
He, W., Wu, H., Yan, G., Akula, V. and Shen, J., 2015. A novel social media competitive
analytics framework with sentiment benchmarks. Information & Management, 52(7), pp.801-
812.

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Hudson, S., Huang, L., Roth, M.S. and Madden, T.J., 2016. The influence of social media
interactions on consumer–brand relationships: A three-country study of brand perceptions and
marketing behaviors. International Journal of Research in Marketing, 33(1), pp.27-41.
Roth, P.L., Bobko, P., Van Iddekinge, C.H. and Thatcher, J.B., 2016. Social media in employee-
selection-related decisions: A research agenda for uncharted territory. Journal of
Management, 42(1), pp.269-298.
Shah, D.V., Hanna, A., Bucy, E.P., Wells, C. and Quevedo, V., 2015. Examining social media
influence: The power of television images in a social media age: Linking biobehavioral and
computational approaches via the second screen. ANNALS of the American Academy of Political
and Social Science, 659, pp.225-307.
Sigala, M., 2016. Introduction to Part 1. In Social Media in Travel, Tourism and Hospitality (pp.
29-32). Routledge.
Smith, B.G., Kendall, M.C. and Knighton, D., 2018. Rise of the Brand Ambassador: Social
Stake, Corporate Social Responsibility and Influence among the Social Media
Influencers. Communication Management Review, 3(01), pp.6-29.
Tao, Q.S. and Hahn, K., 2016. Self-Construals, Types of Social Media Usage, and Consumer
Decision-Making Styles--A Study of Young Asian Americans.
Zeitzoff, T., 2018. Does social media influence conflict? Evidence from the 2012 Gaza
Conflict. Journal of Conflict Resolution, 62(1), pp.29-63.