In the old days, marketers paid for advertising through traditional channels and issued press releases. On occasion, those press releases were so interesting or entertaining that media channels sometimes mentioned the company during a broadcast and, in effect, gave the marketer free or ‘earned’ media.

With social media rapidly expanding, marketers can exploit earned media in new and more profitable ways. This is the main data finding of a recently released report by Nielsen.

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[Source: Advertising Effectiveness: Understanding the Value of a Social Media Impression. Nielsen. April 2010. Web. 10 May 2010]

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