Synergies in the POEM model

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Now that you know the different types of media that make up the POEM model, it's time to learn how they can be combined and connected to create new forms of communication. When different channels are linked, their performance can be enhanced in many ways.

Synergy between owned media and earned media: when these two types of media interact, they can generate significant brand value and excellent entertainment or informational content. An example of this kenya phone number list is found in downloadable content such as ebooks. On the one hand, this content is created by the brand itself (owned media) and, in turn, can be recommended by third parties if it generates interest (earned media).

Paid media and shared media synergy: an example can be found in influencer marketing, where content generated by other users (in this case, influencers) is combined with paid content to increase audiences, sales, and engagement (level of commitment of users and consumers to the brand).

Synergy between paid media and owned media: the clearest example of this combination is found in promoted social media posts, where brand-generated content is mixed with paid content.

Synergy between shared media and earned media: we would find the “likes” and “RTs” on Twitter.

Media convergence: As you can see in the visual example of the POEM model above, there's a point in the diagram where all media types converge—that is, a point where they all interact and relate to each other. This is where all the content and interactions generated by your communication strategy converge, giving rise to the brand image you project and the public's perception of your company. When creating your POEM model, this is where you must establish how you want the public to see you and what feelings you want to convey.