Hello! A quickish one this month, and perhaps one you’ve not thought about. We’re going to look at how to leverage Consumer Research to identify Owned and Earned media and what this can tell us about your content strategy.

I’ve used Ryanair as the example here and broken down a basic query into Owned and Earned by using particular operators which lend themselves to each category. 

Owned Media

author:ryanair OR ryanair_es OR ryanair_it OR ryanair__fr

OR title:ryanair

OR site:ryanair.com

OR (site:twitter.com AND (author:ryanair OR ryanair_es OR ryanair_it OR ryanair__fr))

OR (site:instagram.com AND author:ryanair)

OR (site:facebook.com AND author:ryanair)

OR (site:youtube.com AND title:{ryanair} AND author:"ryanair")

Earned Media

@ryanair OR @ryanair OR @ryanair_es OR @ryanair_it OR @ryanair__fr

OR (#ryanair AND (NOT author:ryanair OR title:ryanair))

OR (engagingWith:ryanair OR @ryanair_es OR @ryanair_it OR @ryanair__fr )

Here’s what it looks like when you put them into Categories.

Now, you can use a handy Category Comparison dashboard template.

Some very interesting learnings can then be taken by using the Key Comparisons tab to understand which platforms are more prevalent than others.

This Tweet had an instant effect on both Earned and Owned media, as you might expect.

A key insight might be to look for the biggest differences between Owned and Earned. Generally, they follow each other as shown here. But the biggest gaps may be telling in the type of content which resonated differently and was reacted with in a different way.