POEM

- Paid Media

- Owned Media

- Earned Media

…and…

MASS

- Measurable
  Can you track activity and engagement in the channel using trusted third-party verified tools?

- Authentic
  Does the message rest comfortably in the customer’s world, representing a clear and valuable position the brand stands for?

- Scalable
  Can this channel deliver massive reach without sacrificing targeting specificity?

- Social
  The web has become social. Ad solutions without social actions don’t account for the social nature of the web.

Analysis of Topic Networks