Paid, Earned Or Shared Marketing? How Is Your Brand Engaging With Customers On Social Media? [INFOGRAPHIC]

How is your brand engaging with customer on Twitter? Are you using paid media like Promoted Tweets to reach more potential customers? Or are you instead targeting influencers with earned media, say, in the form of a Twitter contest?

This new infographic from Brian Solis and data visualization agency Jess3 gives a robust overview of the different types of digital assets that brands can create to target different types of individuals and elicit different types of actions on social media. It’s a valuable “cheat-sheet” for any brand with a presence on social media.

The “Social Media Brandsphere” infographic presents five “media landscapes” that brands can approach, each more adapted to certain types of social networks, mediums, customer-types and actions.

As they describe it:

“Each channel offers a unique formula for engagement where brands become stories and people become storytellers. Using a transmedia approach, the brand story cab connect with customers differently across each medium, creating a deeper, more enriching experience. Transmedia storytelling doesn’t follow the traditional rules of publishing: it caters to customers where they connect and folds them into the narrative.”

If you start in the center of the infographic and fan out along a straight line, you’ll intersect with the different levels of effects that different types of digital marketing produce.

Take Twitter for instance: if you want to provide some personalization to your customers, you’ll want to move directly up from the center of the circle, passing through both “Promoted Tweets, Trends and Accounts” and “Sponsored Tweets” as the appropriate vehicles for your message, falling somewhere between “Gamification” and “SEO” in terms of the type of attention you’ll get from this approach, between “Mobile” and “PC” as the medium, “Promotion” as the type of diffusion, “Clickthroughs, Presence and Traffic” in terms of the actions you’ll see as a result of your campaign, and finally “Consumers” as the type of users you’ll likely reach.

There is so much more information packed into the infographic, so take a look for yourself (Click to enlarge):