Earned media is generated when content is recognized and highlighted. It is the online version of word of mouth. This can include recognition through social media in the form of shares, reviews, reposts, etc. It can also include content picked up by or created by third parties such as press coverage. The inclusion of Ana’s story in the Children of the Light campaign is one example of earned media. We have included recommendations for leveraging your earned media.
Clarify press coverage
Steps to Implement Share any new earned media right away on your social media sites. Share news from the past using “throwback Thursday or #TBT. This would work for anniversaries of press events that PH has received in the past. Improve placement of press coverage on PH website. Provide shareable links of press coverage (with … Continue reading Clarify press coverage
Add awards and honors to website
Steps to Implement On the PH website, place links on the Awards and Honors page for as many listings as possible. This makes it easier for users to explore these magazines that list awards and honors that Ana has received. Ex. National Geographic, People Magazine
Post to Social Media
Steps to Implement Post information on social media sites about Ana’s story from the Children of Light video. This would include a Desmond Tutu quote and a link to his social media channel. This same concept could be done for any of the awards and honors that have been given to Ana. Give a quote … Continue reading Post to Social Media
Utilize guest posts on social media about Ana and PH
Steps to Implement Encourage positive donor feedback on their social media sites that could be shared on PH sites. These would include information about Ana’s story and their experience with her. Donor testimonials about working with Ana and Peruvian Hearts. This could include thoughts and feelings: About traveling to Peru About making a difference in … Continue reading Utilize guest posts on social media about Ana and PH