Social’s Place in the PESO Model: Q&A With Gini Dietrich
This week, Facebook announced it would once again be making changes to its News Feed ranking algorithm. How will this affect your brand?
Posts from Pages will rank lower than those from friends or families. In other words, your social reach and resulting referral traffic may decline in the not so distant future. However, brands that have already combined their social efforts with a mixture of of paid, earned and owned media will continue to impact their audiences.
We recently chatted with Gini Dietrich, founder and CEO of Arment Dietrich, to learn more about the importance and benefits of implementing the PESO (paid, earned, shared and owned) model. Here she discusses how social media fits into this omni-channel approach and why brands must embrace the PESO model if they hope to succeed in the ever-evolving PR and communication landscape.
How can the PESO model help brands achieve success on social?
It’s an integrated approach, so if a brand is successful in the other media types, it will be successful on social too. The PESO model creates an opportunity to become an authority on a subject, topic or industry. Social helps enhance that by providing the opportunity to network with prospects around the globe.
Why haven’t more brands adopted the PESO model?
It’s really, really difficult to implement it in many organizations because paid media belongs with marketing, owned media belongs with the content team, earned media belongs to the PR team and shared media belongs to the social team (or to no one). So, you hear things such as, “Well, I can’t do that because such-and-such department owns that budget.”
We have to do better. We must do better. Of course I’m biased, but I think the PESO model—and it’s budget—belongs to PR. If we can make that happen, more brands will adopt it.
How does a brand’s success, or lack of success, with shared media influence its success with owned, paid and earned media?
If you were to rank them in order of what drives real business results, it’d be owned, then paid, then earned and then shared. You could have a really effective content marketing program that you combine with email marketing and media relations and be very successful without ever touching a social network.
That said, there are three very distinct reasons you’d want to use shared media:
1. You can build new audiences and create relationships all around the globe without ever leaving your desk (or putting on pants, for that matter);
2. Social referral traffic is great for both inbound leads and your search engine optimization; and
3. Most journalists at larger publications want to see that you have an active social following before they feature you or use you as a source. If it’s between you, who has a vibrant social following, and a competitor, who does not, they will go with you every time.
How would you approach creating owned media to help boost your shared media?
I love the idea of splitting up your owned content into smaller pieces for sharing on social. I also love it when people ask you to share their content (maybe because you were featured) and they give you pre-written social media posts to use.
But here is what I love the most: CoSchedule. You can plan and schedule all of your blog content, landing pages, events and social media within one dashboard. You can also track news release launches and manage team communication. You can do the same with a spreadsheet (which is free), but this handy tool lets you boost your owned media through social really, really easily.
Where do brands struggle most with the PESO model?
It’s always with measurement. Always. There is not a one-size-fits-all approach, but there are metrics everyone should track: Consumption, increased shares, lead generation and sales.
Is one type of media more valuable than another?
Yes! The hub of the PESO model is owned media. In today’s world, it’s very difficult to get earned media if you don’t have owned media. Without it, you have nothing to share or boost on social. Without it, you have nothing to include in email marketing. Content has to be the center of everything we do today.
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