What is shared media in the PESO model?

• A. Content that is created and controlled by the brand and distributed on owned channels.
• B. Content that is co-created with audiences and shared across networks.
• C. Paid advertisements shared across platforms.
• D. Endorsements and coverage generated by journalists.

Answer: (B)

Shared media in the PESO model refers to content that is created with the audience and then spread across social networks. It emphasizes participation and collaboration, where the audience helps generate and amplify the message by sharing, commenting, and contributing their own content. This makes the reach more authentic and expansive because it travels through the networks of real users and fans, not just through the brand’s own channels.

Why this fits best: it captures the idea of word-of-mouth and social amplification driven by the community. The brand may kick things off with a prompt or concept, but the real power comes from audience involvement and how widely the content is shared across networks. This sits between owned content (brand-controlled on its own channels) and paid advertising, and it’s distinct from earned media like journalist coverage, which comes from media outlets rather than audience-driven sharing.

Examples include campaigns that invite user-generated photos or stories, or collaborations where audiences and creators co-create content that fans then share across their networks.