You may have heard the terms "paid, owned, earned media" bandied about recently and been curious. You want to know more—understanding where and how your communication appears is as critical for those committed to social change as it is for major brand managers. eMarketer is a helpful start: "paid media is advertising inserted next to another’s content; owned media is brand-created content; and earned media is getting someone else to provide content about a brand." But these definitions are blurry in practice and not everyone is using them in the same way. It seems it's time for this marketer to share my view of how to use the paid, owned, earned media framework for your marketing strategy.