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Your Brand, The Next Media Company: How a Social Business Strategy Enables Better Content, Smarter Marketing, and Deeper Customer Relationships by Michael Brito

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9. The Role of Converged Media in Your Content Strategy

“Tweetable Moment: Your content strategy must include paid, earned and owned media in order to reach your target customers.

—#nextmediaco

In 2008, I was working for Intel as a social media strategist. My role was primarily focused on all of the social media initiatives that the company was doing on Intel.com, meaning all of our blogs and communities were my responsibility. There was another team responsible for all of the social media activations within social networks such as Facebook, Twitter, YouTube, and so on. And a completely different team was responsible for all the paid media activations that were happening in the market—display advertising, paid search marketing, sponsorships, ...

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