Summary: It’s rare that people will stumble upon your content by accident. It needs a good promotion plan that combines paid, owned, and earned. So maybe you’ll buy a Facebook ad, include it in a blog post on your website, and earn coverage in the newspaper. But as social media evolves, the definitions of paid, earned, and owned media have started to blur together. Now it’s a matter of integrating all three for maximum exposure of your content. You’ll want to join our panel of experts to learn:How social blurs the lines of paid, owned, and earned media.How paid, owned, and earned work together.The increasing importance of earned media.Measuring the value of media.About the Panel: Adam Naide is Executive Director of Marketing for Social Media at Cox Communications, where he leads overall strategy for the company’s social media presences including fan engagement, customer acquisition & retention, social commerce and Social TV. Every month, over twelve million consumers and small businesses engage with Cox Communications on Facebook, Twitter, You Tube, Pinterest, Google Plus, and LinkedIn, and Instagram. Cox Business also connects online with small & mid-size businesses from its social media content hub, Cox Blue. You can follow Adam on Twitter at @adamnaide.Andrea Harrison leads Platform Strategy at RebelMouse, helping brands and publish ers maximize consumer connections through branded content and storytelling. Previously she worked on the Digital Engagement team at PepsiCo Beverages, focused on digital brand marketing including Paid, Owned and Social Media. She also lead Pepsi's start-up initiative, Pepsi Digital Labs fostering collaboration between Pepsi Marketers and start-up companies. Previous to Pepsi, Andrea was the Vice President for Strategy at Razorfish in NYC responsible for cross-functional and cross-agency leadership, building digital and marketing strategy for global clients. She also led the Razorfish Social Media Marketing practice. @andreaharrisonCrispin Sheridan is the Senior Director, Digital Scale at SAP. As part of the Integrated Digital team, he established and leads the search and testing practices at SAP. Crispin is responsible for paid, natural, and mobile search and digital attribution. Search and testing at SAP are fully centralized and globally funded and run under a hybrid in-house and agency model. Crispin has proven that search learnings and keyword insights work hand in hand with social media marketing and together can effectively drive B2B lead generation. Furthermore, the development of the SAP.com Test Lab has contributed significant success to SAP's digital marketing efforts. You can follow him on Twitter at @crispinsheridan and read his monthly SEO column on ClickZ. Paul Dunay, moderator, is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies(Wiley 2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay
