According to the PESO model, retweets and likes are a form of what kind of media?

The PESO model categorizes media into four types: Paid, Earned, Shared, and Owned. In this context, retweets and likes fall under the category of earned media.

Earned media refers to the exposure and publicity gained through word-of-mouth, including organic sharing, mentions, or engagement from an audience without direct payment. When individuals retweet or like content, they are essentially endorsing or amplifying the message, which counts as a form of earned media. This type of media is valuable because it reflects genuine interest and engagement from the audience, contributing to credibility and trust in the brand or message being conveyed.

In contrast, paid media involves any marketing that is paid for, such as ads, while owned media refers to content that a company created and controls, like its website or social media profiles. Shared media could be seen as a broader interpretation that includes social interactions, but within the PESO model framework, the actions of retweeting and liking align closely with the concept of earned media. Thus, understanding these distinctions clarifies why retweets and likes are identified as earned media in the PESO model.