Non ho tempo di tradurre ora, ma il post di oggi di Seth Godin è così importante e sintetico che ve lo passo così com'è.
BUYING EARNED MEDIA (nota: EARNED vuol dire sia GUADAGNATI che MERITATI)
The term has been around since 1988, but it's not truly understood by many.
You can't buy earned media. (Si intende; passaparola, citazioni su giornali, ecc.)
It doesn't arrive on schedule. (E' imprevedbile)
Earned media isn't free media, because the amount of time and energy and risk you have to expend to get it is hardly free.
(Non si può comprare ma non è gratis)
It's like all the other things we earn. It is worth more precisely because you cannot simply command it to comply.
[An aside: throughout the history of advertising, ad agencies have rarely, if ever, bought ads for themselves. Worth noting that those that would seek to help you generate earned media are much better at taking their own advice.] FRECCIATINA PIù CHE MAI PERTINENTE RIVOLTA ALLE AGENZIE DI PUBBLICITà