There are some great social media campaigns flying under the radar at the moment. There one common theme I can see amongst them is that they are not getting any support from paid media.
Paid media is earned media's best friend, They work really well together. I think if you are looking to carve up a digital budget you should put at least 20% aside for paid media to help support the idea/content, this will then drive earned media results.
Where the idea lives = Advertising Model
Facebook Page = Facebook Advertising
Youtube Video = StumpleUpon, Facebook Advertising or Youtube ‘Supported Ad Model’ (I haven’t used this yet, has anyone had any results with this?)
Twitter = No efficient advertising model
Image via Brown Cardigan bros