The finding that is reasonably interesting is: 'online consumer reviews are the second most trusted source of advertising with 70% of people trusting reviews - a 15% increase in four years'.
The report draws the conclusion that trust in paid media is declining. However, I would argue that earned media isn't that effective unless it is part of an integrated campaign. PR, word of mouth, social media - the typical earned media types - work much better when supported by paid and owned media. I know it's over used, but Old Spice Guy is a good example. Earned media on its own struggles to get the reach an frequency to make an impact - unless you get really lucky like Blendtec.
Thinking about Facebook in this context, and I reckon it combines the best of all forms of media:
- Owned media with Brand Pages
- Paid media with the various ad platforms
- Earned with the various sharing, liking functions.