Although coined terms such as "owned, earned and paid” classifications have become commonly used in the interactive marketing space today, they're often loosely applied. One way to cut through the confusion, for platforms such as Facebook, is to stick with the classifications formalized by Forrester Research.
We suggest the first thing to remember when trying to analyze Facebook data is that Facebook is a multifaceted platform. The platform enables marketers to interact with users in many ways – from posting stories to encouraging user-generated content to running targeted ads. If that isn’t challenging enough to analyze, these interactions can occur on a company’s Facebook Page, on other users Facebook pages, and on websites other than Facebook.
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