What is POEM Model? A Guide for Social Media Strategy That Actually Work

Ever feel like you're shouting into the void on social media? Trust me, I've been there. After years of trial and error with clients across industries, I've found that successful social media strategies aren't about luck but balance.

Enter the POEM Model. This isn't just another marketing acronym; it's a framework that transformed how I approach social media for my clients, whether they're selling handcrafted candles or running a regional hospital network.

What is the POEM Model (and why should you care)?

POEM stands for Paid, Owned, and Earned Media. Think of it as a three-legged stool—remove one leg, and the whole thing topples over.

Paid Media: This is where your budget goes—ads, sponsored content, and influencer partnerships. It's the boost when you need immediate visibility.

Owned Media: These are your digital properties—your website, blog, social profiles, and email list. It's your home base where you control the narrative.

Earned Media: The holy grail of marketing—when others talk about you. Reviews, shares, press mentions, and word-of-mouth. You can't buy this (well, not directly), but it's incredibly powerful.

Paid Media

This is where your marketing budget goes, content you pay to place in front of specific audiences. It's like renting attention.

What counts as Paid Media:

• Social media advertising (Facebook, Instagram, TikTok, LinkedIn ads)

• Google Ads and search engine marketing

• Sponsored content on other websites or newsletters

• Influencer partnerships and sponsored posts

• Streaming and traditional media advertisements

Key advantages of Paid Media:

• Immediate visibility and results

• Precise targeting capabilities

• Scalable reach based on budget

• Measurable ROI and performance metrics

• Control over messaging and placement

The catch: 

Once you stop paying, the visibility typically stops too. It's also becoming increasingly expensive as digital advertising spaces become more competitive.

Owned Media

These are the channels and platforms you completely control - where you set the rules, control the content, and own the audience relationship.

What counts as Owned Media:

• Your company website and blog

• Social media profiles and content

• Email newsletters and subscriber lists

• Mobile apps and customer portals

• Podcasts and video channels your brand produces

• Physical materials like catalogues or brochures

Key advantages of Owned Media:

• Complete content control and brand voice consistency

• Direct relationship with your audience

• Cost-effective over the long term

• Builds brand authority and credibility

• Forms the foundation of your digital presence

• No algorithm changes can completely cut you off from your audience

The catch: 

Building an audience on owned channels takes time and consistent effort. It's a marathon, not a sprint.

Earned Media

This is when others talk about your brand - content you neither paid for nor created yourself. It's the digital equivalent of word-of-mouth and often carries the most credibility.

What counts as Earned Media:

• Customer reviews and testimonials

• Social media mentions, shares, and comments

• Press coverage and media mentions

• Guest appearances on podcasts or interviews

• User-generated content featuring your products or services

• Forum discussions and Reddit threads about your brand

Key advantages of Earned Media:

• Highest credibility and trust factor

• Often reaches audiences that paid and owned media miss

• Can generate viral reach without additional spending

• Serves as social proof for potential customers

• Boosts search engine rankings through backlinks and mentions

• Creates multiple touchpoints across the customer journey

The catch: 

You can't directly control earned media, though you can certainly influence it through great products, customer service, and relationship building.

When I first explained this to Nykole, a D2C skincare founder, she had an "aha" moment: "I've been pouring money into Meta ads but neglecting my Instagram content and customer reviews!"

Why do Most Social Media Strategies fail?

Throwing money at paid ads while ignoring the other elements is like building a house on sand. I've seen brands spend thousands on flashy campaigns only to wonder why their engagement dies when they stop paying.

When all three POEM elements work together, they create a multiplier effect:

• Paid media drives initial awareness

• Owned media converts interest into deeper engagement

• Earned media validates your brand and amplifies your reach

  
  

I've seen clients struggle when they focus too heavily on just one area:

• Too much paid media → high acquisition costs and low customer loyalty

• Too much owned media → speaking to the same audience without growth

• Chasing only earned media → inconsistent results and missed opportunities

The most successful brands I've worked with maintain a dynamic balance, shifting resources between the three elements as their business goals evolve.

In my experience, brands that balance all three POEM elements see roughly 25-35% higher engagement and significantly better ROI.

One client, a small wellness company, shifted from a 90% paid/10% owned approach to a balanced POEM strategy and cut their customer acquisition costs by half within three months.

Making POEM Work for a D2C jewellery business

Because product focused businesses have unique challenges

Paid Media Pointers:

• Target your ads based on behaviour, not just demographics. One jewellery client discovered their best customers weren't who they thought they were, hobby photographers who appreciated craftsmanship.

• Test different ad formats on TikTok and Instagram. Video typically outperforms static images, but test both to be sure.

• Set aside 15-20% of your ad budget for experimental platforms or formats.

Owned Media Pointers:

• Document your product journey, people connect with the stories behind what they buy.

• Create content that showcases your product in everyday settings (one home goods client increased conversions by 22% by showing their products in messy, real homes rather than perfect settings).

• Build an email sequence that nurtures potential customers with education, not just sales pitches.

Earned Media Pointers:

• Make unboxing an experience worth sharing. One clothing client included a Polaroid camera with select orders, asking customers to snap and share their first outfit.

• Respond to every single review, good or bad. This turned one client's negative review into their best word-of-mouth generator.

• Create a hashtag that's about the lifestyle, not just your product (think #MorningRoutine instead of #YourBrandName).

A success story with POEM

Let me tell you about Vivek, who runs a specialty coffee roastery. When we started working together, he was spending INR 3.5 L monthly on ads with diminishing returns.

We restructured his approach using POEM:

Paid Media: 

Instead of general awareness ads, we created targeted campaigns for specific customer segments—coffee enthusiasts, gift-givers, and office managers. We reduced the budget to INR 2.2 L monthly but saw better results.

Owned Media: 

We established a consistent posting schedule featuring brewing tutorials, bean origin stories, and behind-the-scenes roasting processes. His weekly email newsletter "Friday Brew Tips" became a subscriber favourite.

Earned Media: 

We created the "#MorningRitual" campaign, encouraging customers to share their coffee moments. We also sent free samples to local businesses, which led to several unexpected partnerships.

The results? In six months:

• 3.2x increase in social engagement

• 27% growth in email subscribers

• 118% increase in organic mentions

• 2.3x boost in sales (with 40% coming from repeat customers)

Most importantly, Vivek built a community, not just a customer base.

Common POEM Pitfalls (I've Made These Mistakes So You Don't Have To)

Mistake 1: The "Paid Media Addiction" 

I once worked with a fitness brand that became completely dependent on Instagram ads. When costs rose, they couldn't sustain growth.

Solution: Set a goal to reduce paid media dependence by 5% each quarter while building organic reach.

Mistake 2: Treating Owned Media Like a Megaphone

Another client constantly pushed promotional content on their social channels and then wondered why engagement was dropping.

Solution: Follow the 70/20/10 rule—70% valuable content, 20% shared content, and 10% promotional content.

Mistake 3: Forcing Earned Media 

One client tried to manufacture virality by creating an overly complicated hashtag challenge that felt inauthentic.

Solution: Focus on creating remarkable customer experiences first, then gently encourage sharing.

Mistake 4: Inconsistent Voice Across Channels 

A client had a playful Instagram presence but a stiff, corporate website. Customers were confused by the disconnect.

Solution: Create a simple brand voice guide with examples for each channel.

Mistake 5: Not Measuring What Matters 

I've seen too many brands fixate on vanity metrics like follower count while ignoring conversion rates.

Solution: Define channel-specific KPIs that tie to business goals, not just engagement.

Building Your POEM Strategy

1. Audit Your Current Approach: What percentage of your effort goes to each POEM element? Most brands discover they're at 60% paid, 35% owned, and 5% earned.

2. Set Channel-Specific Goals: Each platform serves a different purpose. LinkedIn might be for thought leadership, while TikTok builds brand personality.

3. Create a Content Ecosystem: Develop themes that work across all three POEM elements. One travel client used "Hidden Gems" as a theme across paid ads, owned content, and user-generated campaigns.

4. Build Feedback Loops: Use insights from each element to inform the others. Trending topics from earned media should influence your owned content strategy.

5. Start Small and Scale: Begin with one channel for each POEM element and perfect it before expanding.

   
   

Ready to Transform Your Social Media Strategy?

Are you tired of pouring money into social media with little to show for it? Imagine what your business could achieve with a balanced POEM strategy that builds genuine connections while driving real results.

Here's the truth: most businesses are sitting on untapped potential. The coffee brand's story isn't unique. I've seen similar transformations across industries when the POEM model is properly implemented.

Book Your Free POEM Strategy Audit

Let's analyze your current social media approach and identify your biggest opportunities for growth. During this 30-minute session, we'll:

• Assess your current balance between Paid, Owned, and Earned Media

• Identify your lowest-hanging fruit for immediate improvement

• Outline a customized POEM strategy roadmap for your business

Reach us:

• Email: info@margadvisory.com

• Book directly: https://bit.ly/4byPYiO

Don't let another quarter pass with an unbalanced social media strategy. Your customers are out there—let's make sure they find you.

Remember, great social media isn't about being everywhere—it's about being intentional where you are.