In marketing and communications, earned and paid media are cornerstones, and owned media is the foundation. Each of them, especially together, help engage your audience with your brand. Focusing on owned media is important because you’re directly in control of owned media with regards to the creation, hosting and distribution of material.
Your audience should be number one, not only in your overall marketing plan but within your social media strategy as well. Knowing who you’re trying to target will help you create valuable content that they are more likely to engage with. It’s also important to keep in mind that social media is a tool to distribute content to reach your audience and should be used in combination with other platforms and tools like your website, blog, e-newsletter and more.