For earned media, such marketers act as the initiator for users' responses.

对于口碑媒体而言，这些营销人员扮演着诱发用户回应的角色。

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Such hijacked media are the opposite of earned media: an asset or campaign becomes hostage to consumers, other stakeholders, or activists who make negative allegations about a brand or product.

这种劫持式媒体恰恰与免费媒体报道相反：某项资产或活动沦为了对某个品牌或产品发表负面言论的消费者、其他利益相关者或激进分子的“人质”。

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WOMM (word of mouth marketing) and earned media should be key components of any communications plan to market your nonprofit's website.

口碑营销和免费的媒体报道应该是任何非营利组织网站宣传计划中的重要组成部分。

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Last year, over half of brand communications was peer-to-peer, through earned media rather than paid media.

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Earned media, meaning people sharing on their own with their own social networks versus a paid placement.

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So should it be spending more or should it use its earned media?

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