Evolution of New Social Media Channels.

From McKinsey Quarterly: Marketers must adapt to the varying effects of different media types on budgets and revenue flows; introducing two new additional media “sold” and “hijacked” to the “paid, owned, earned” model.

Paid Media: Paid media include traditional advertising and similar vehicles: a company pays for space or for a third party to promote its products.

Owned Media: Consists of properties or channels owned by the company that uses them for marketing purposes.

Earned Meida: It’s generated when the quality or uniqueness of a company’s products and content compel consumers to promote the company at no cost to itself through external or their own “media.”

Sold Media: We define such sold media as owned media whose traffic is so strong that other organizations place their content or e-commerce engines within that environment.

Hijacked Media: Such hijacked media is the opposite of earned media— an asset or campaign becomes hostage to consumers, other stakeholders, or activists who make negative allegations about a brand or product.

市场营销员们必须要去适应不同媒体对于财务预算和收入变动的不同影响。

付费媒体(Paid Media): 付费媒体包括了传统的广告媒体以及其他相似的渠道，即一家公司从第三方处购买广告位来进行宣传。

己方媒体(Owned Media): 己方媒体是指公司自己拥有的，用以进行市场营销的资源或渠道。

额外媒体(Earned Media): 额外媒体是指当该公司的某种产品或某次活动的内容非常优秀，以至于消费者会自发的通过其他的媒体或渠道来免费的帮助该公司进行宣传。

售方媒体(Sold Meida): 售方媒体是指当一个己方媒体的流量达到了足够的大，并成功吸引到其他品牌前来购买广告位，该己方媒体可被称为是售方媒体。

劫持式媒体(Hijacked Media): 劫持式媒体与额外媒体相反，当公司的资产或者某次活动变成了消费者、利益相关者或者激进用户手中的人质(即把柄，凭据)，他们就会对该公司及其产品在某些媒体上发表消极言论(因此公司就需要在此媒体上进行危机公关)。