Xen commented on the following stories on BizSugar
It can be a little confusing with social eg 'social' as a channel can be owned (ie the brand's social channel), paid (ie FB advertising) and earned (eg a customer recommends your site via their social channel). Earned media isn't necessarily created just by social, it's only one of many ways. But it can be how earned media is propagated. Usually paid and owned media create earned media, so depending on your brand, I would concentrate on owned and paid, with a smaller mix of earned media. After testing a few markets you can then adjust your marketing strategy accordingly. "
I think this is answered earlier in the article: "Why I personally find this problematic is that I don’t like not having choice and I’m not overly keen on what I’m agreeing to when I sign up. The app gives Medium the ability to post tweets, look at your followers and follow new people and update your profile. It doesn’t access your password and it doesn’t have the ability to read DMs, but if you’re anything like me, I rarely use direct messaging on Twitter anyway due to it being very difficult to sort through." The author also recognizes this Medium isn't the only app that registers this way, but she personally doesn't like that it asks for permission to alter her profile. "
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