From Posts to Press: How Does Social Media Drive Earned Media?

Picture this: you’re in a leadership meeting, and out of nowhere the CEO pulls up a viral post he saw on LinkedIn that morning. “Why aren’t we doing this?” he demands.

To a communications professional, the answer is obvious: trying to “go viral” hardly ever works. It usually requires missing out on strategic planning, long-term execution, and substance that will actually impact stakeholders. And focusing on vanity metrics such as likes and impressions has little connection to turning social media into a podcast invitation, a TV booking, or a mention in a top-tier outlet.

But social media is a key part of modern communications. That’s why a panel of former journalists hosted by Proven Media Solutions founder Dustin Siggins – with OnCam Ready CEO Jamie Maglietta, A Good Reputation founder Renee Lynn Frojo, and PR consultant Simon Ostler as guests – laid out how to ensure that substance is the foundation of every social media strategy.

What social media does well

Social platforms can be useful proof points. They show how a client communicates, how they look on camera, and how audiences respond to their ideas. For editors and producers, a strong digital footprint can accelerate trust: this person looks credible, this person looks ready.

But this is where communicators need to reset expectations. Virality proves someone is visible, not necessarily relevant. Algorithms reward novelty, not expertise. And once the spike in views fades, little remains if the content wasn’t tied to a bigger story.

That’s why the foundation of social media strategy goes back to PR basics, what we call the 3Ts – the right topic, at the right time, from the right title.

After all, not every strong story requires a digital presence. That’s what happened when Saige Scheele’s op-ed appeared at Fox News Digital. She wasn’t published because of a following, but rather that her topic (her human and Heavenly fathers) met her timing (Father’s Day), and her story is built on how both of those fathers saved her life.

That single example proves the point communicators need clients and leadership to understand: strong earned media doesn’t come from being loud online. It comes from being relevant, timely, and authoritative. Social media can amplify those qualities—but it cannot replace them.

The lesson for leaders

For communications leaders, this is where credibility with your clients or executives comes into play. When they ask for virality, redirect them to value. Show them how a digital footprint can strengthen credibility but only in service of elevating substance. Bring frontline experts or customers who carry more authority than a C-suite title. Insist on timing stories to the news cycle – whether one created by the company or simply opportunities that have arisen.

And remember to show that substance looks different depending on the media outlet.

• Local media value authenticity. They want relatable characters—a small business owner, a nonprofit leader—over polished spokespeople.
• National media prioritize readiness. Producers expect sources to be on-message, on-camera, and easy to vet. Social media can serve as the audition reel.
• Trade media offer precision. They look for case studies, practitioner insights, and industry analysis that other outlets often mine for national coverage.

Each level applies the same filter: does this story pass the 3Ts test? Leaders who can make that distinction clear will not only win more effective coverage but also teach management and clients the difference between chasing visibility and building lasting influence.

Watch the full conversation below: