The PESO Model—Paid, Earned, Shared, and Owned media—is a cornerstone framework for modern communication strategies. Each component plays a crucial role, but in the age of social media dominance, the Shared component is arguably the most dynamic and influential. Shared Media thrives on interaction, collaboration, and the ability to reach audiences at scale through platforms like Instagram, TikTok, Facebook, Twitter, and LinkedIn.
For brands and businesses, Shared Media is not just about maintaining a presence on these platforms. It’s about leveraging them strategically to create meaningful engagement, amplify messaging, and build loyal communities. This article dives deep into the Shared component of the PESO Model, examining its role, benefits, challenges, and strategies for success.
What is Shared Media?
Shared Media refers to the content and conversations that are distributed and amplified through social channels. Unlike Paid Media, where exposure is purchased, or Earned Media, which relies on third-party validation, Shared Media thrives on organic interaction. It’s powered by the active participation of audiences, who amplify content by liking, sharing, commenting, and reposting.
In essence, Shared Media is about creating content that resonates so strongly with your audience that they feel compelled to share it with their own networks, extending your reach exponentially.
Why Shared Media is Critical in Today’s Landscape
Social media platforms are where modern conversations happen. According to recent statistics, over 4.9 billion people globally use social media, spending an average of 2.5 hours per day on these platforms. Shared Media is the bridge between brands and their audiences, offering the opportunity to engage directly, receive real-time feedback, and foster genuine relationships.
Shared Media is also unique in its potential for virality. A well-executed social campaign can take on a life of its own, reaching audiences far beyond a brand’s direct followers. This type of organic amplification not only increases visibility but also builds credibility as people are more likely to trust recommendations from peers than from brands themselves.
The Benefits of Shared Media
1. Direct Engagement
Shared Media allows for two-way conversations, enabling brands to interact with their audiences in real time. This fosters trust and builds relationships, making followers feel heard and valued.
2. Community Building
Social platforms are ideal for creating vibrant communities around your brand. Shared Media helps foster these communities by encouraging audience participation through user-generated content, contests, and interactive posts.
3. Amplification of Content
When audiences share your posts, they amplify your message to their own networks, often extending your reach exponentially. This organic amplification is invaluable for spreading awareness without additional costs.
4. Authenticity and Trust
Content shared by users often feels more authentic than traditional advertising. When people share a brand’s content, they effectively endorse it, building trust among their networks.
Strategies for Success in Shared Media
To succeed with Shared Media, brands need more than just a presence on social platforms. They need a thoughtful strategy that prioritizes engagement and value creation.
Create Shareable Content
At the heart of any successful Shared Media strategy is content that resonates. Shareable content often has emotional appeal, whether it’s funny, inspiring, informative, or heartwarming. Visuals, infographics, videos, and interactive elements tend to perform particularly well.
Leverage User-Generated Content (UGC)
Encouraging your audience to create and share content featuring your brand is one of the most powerful ways to leverage Shared Media. Campaigns like branded hashtags, photo contests, or testimonial requests can drive a wave of authentic content that amplifies your message.
Use Social Listening
Social listening tools can help brands monitor conversations around their content, industry, or competitors. Understanding what your audience cares about allows you to craft content that aligns with their interests and encourages engagement.
Collaborate with Micro-Influencers
Micro-influencers often have highly engaged and loyal followers. Partnering with them can help extend your reach and encourage sharing among niche audiences.
Engage Actively
Shared Media is not a one-way street. Brands that actively participate in conversations, respond to comments, and engage with followers see higher levels of trust and loyalty.
Measuring Shared Media Success
Success in Shared Media isn’t just about likes or shares. It’s about understanding how these metrics translate into broader goals. Key performance indicators (KPIs) for Shared Media include:
• Engagement Rate: The number of likes, shares, comments, and clicks relative to your total followers.
• Reach and Impressions: How far your content travels across networks.
• Sentiment Analysis: The tone of the conversations happening around your brand or content.
• Conversions: Actions taken by users after engaging with your shared content, such as visiting your website or making a purchase.
Challenges of Shared Media
Despite its advantages, Shared Media has its challenges. Algorithm changes on social platforms can dramatically impact reach and engagement. Additionally, the sheer volume of content competing for attention means that even the best campaigns can get lost in the noise.
Another risk is the potential for negative virality. Just as positive content can go viral, so can negative reactions or backlash. This highlights the importance of careful messaging and a robust crisis management plan.
The Role of Shared Media in the PESO Model
Shared Media doesn’t exist in isolation. It amplifies and interacts with the other PESO elements. Paid Media campaigns can drive traffic to shared content. Earned Media, such as press coverage, can gain additional traction when shared on social platforms. Owned Media, like blog posts or videos, often serves as the foundation for what is shared.
As Scott Baradell, CEO of Idea Grove, notes, “Shared Media is where the human element comes into play. It’s where brands stop talking at their audiences and start engaging with them. In many ways, it’s the heart of the PESO Model because it represents true connection.”
Conclusion
Shared Media is a cornerstone of the PESO Model and a driving force in modern communication strategies. By creating content that resonates, engaging actively, and leveraging the power of communities, brands can use Shared Media to amplify their message, build trust, and foster meaningful relationships.
In a world where authenticity and connection matter more than ever, Shared Media offers the opportunity to turn audiences into advocates, transforming simple interactions into powerful brand movements.
