March 26, 2026

3 Things You Should Do with Your Earned Media

Jennifer Hammers • March 26, 2026
3 Things You Should Do with Your Earned Media

How are you using your earned media?



Are you making the most of it and leveraging this amazing form of content to grow your business? In this post we’ll take a brief look at what earned media is and why it’s important, then we’ll focus on three things you should do with your earned media so you can immediately integrate them into your earned media strategy.

Earned media is media or content, received when people talk about your business online. These people might be influencers, other brands, customers, and perhaps followers. It’s word of mouth marketing, online. For example, if a customer buys your product and reviews it on their Facebook page, that’s earned media.

Earned media is different from owned media, which is content that you create yourself, and paid media which is content that you buy like an advertisement or an endorsed post.

Because earned media isn’t created by you and it’s not paid for, consumers put a lot more trust into this type of content than they do other formats. They believe the word of their peers. You get through their filters, and earned media has more credibility. With earned media, you’ll connect with more prospects and sell more products/services.

But the question is, onceyou get earned media, what do you do with it?


How do you get the most mileagefrom

this unique and valuable content?

1. Repost - Most earned media is found on social media. When you receive earned media, say a rave review from a customer or an influencer, repost that content on your own site. Make sure your followers see the content and be sure to thank the creator for their kind words.

2. Engage - Comment on the earned media. Again, if this is a social media post then, by all means, spend a few minutes and engage the creator in conversation. Thank them for their post. If other people commenting on the post have questions, offer value and answer relevant questions. Don’t take over the post, but do engage.

3. Share with the Media - Assuming you have an ongoing media relations campaign and you have initiated relationships with media representatives, sharing earned media with them can help you gain exposure. This is particularly true if you’re able to couple the earned media with a press release or story pitch.  Earned media is a powerful form of content. Your audience and customers trust it to help them make a decision about you and your brand. Make sure you’re making the most of your earned media.

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