What You Need To Know About Converged Media

Posted by

Episode #327 of Six Pixels of Separation – The Twist Image Podcast is now live and ready for you to listen to.

Rebecca Lieb was on the show a while back to promote her business book, Content Marketing – Think Like a Publisher – How to Use Content to Marketing Online and in Social Media (you can listen to that conversation right here: SPOS #316 – Content Marketing And The New Advertising With Rebecca Lieb). At the time, she had recently joined the Altimeter Group and was about to release a research report that was co-authored by Jeremiah Owyang titled, The Converged Media Imperative: How Brands Will Combine Paid, Owned and Earned Media. While the report came out in July 2012, the content could not be more in-line with the recent advertising conversations that are being had in relation to the efficacy of advertising on Twitter and Facebook and beyond. In an effort to better understand what marketers need to know about paid, earned and owned media, the time was ripe to dig into their research and have Rebecca break it all down for us. Enjoy the conversation…

You can grab the latest episode of Six Pixels of Separation here (or feel free to subscribe via iTunes): Six Pixels of Separation – The Twist Image Podcast #327.

advertising podcast, blog, blogging, brand, business book, david usher, digital marketing, facebook, itunes, marketing, marketing blogger, marketing podcast, online social network, podcast, podcasting, social media, rebecca lieb, content marketing, online marketing, social media, altimeter group, jeremiah owyang, the converged media imperative, paid media, owned media, earned media,


  1. Informative podcast with Mark. Though you don’t agree on everything, it’s clear that you both have the passion to keep us all thinking intelligently.
    I found the section of “deposits and withdrawals” very interesting. Though not a hard concept to understand, it is a difficult one to practice. Living in a market based economy, it seems almost counterproductive to what we we’ve been taught. Must say that I am a believer in making the deposits.
    Thank you both for sharing your expertise.

  2. Congratulations to you both for an engaging and enlightening conversation! I gain and learn a great deal from you both, thank you…
    I shared the link to your podcast with my “newbie Twitter” son since influence and reciprocity on the social web is of interest to us both.

  3. Great discussion on a fascinating subject! I especially loved the discussion around presumed compliance and social proof. It’s really interesting how badges and numbers often give social proof, despite how knowledgeable or truly influential a person is. As you discussed, you can have a wildly popular blog, but may not be able to get results for clients. I think it does take research and digging deeper to find out the people who are truly legit, but most folks don’t take the time to do that. That’s why people tend to gravitate to these cues, or badges, of social proof.
    The discussion around reciprocity was interesting too. It’s amazing how some people presume that one Retweet gives the person the ability to ask for huge favors. The social web doesn’t work that way (or shouldn’t anyway). Imagine the translation in real life – you hold the door open for someone at the grocery store and but then ask them to help you load your car, come to your house and unload your groceries and put them away for you in return. Not really equal, is it?
    Anyway, loved the discussion! Really enjoyed hearing you talk about this intriguing topic.

Comments are closed.