Four Quadrants of Media: Paid, Owned, Earned & Shared A question we get asked often is… what is more important earned or paid media? The graphic and the story that follows does a really good job of breaking down exactly what you should be focusing on. The quick answer is you should be represented in all four sectors: earned, paid, owned, and shared. Think Differently founder Lyndon Johnson, who wrote the MarketingProf’s article, also blogged about Strike. He describes it as the “start of rebuilding relationships with customers that had purchased the ill-fated Ghibli of the 1980s; [and] customers of other four-door sedans who secretly wanted an Italian sports sedan.” Paid, Owned, Earned & Shared The good thing about this approach is when implemented correctly each element supports the other. I could go on about each element but let’s cover how to really get this done. Take each element and outline ideas and execution plans for each segment. Also start slow, there’s no need to jump in to all these elements at once, start with one and add another, then another, until you have a fully connected digital marketing machine.