but not all media is worth sharing.
What makes media social? Do you talk to it? Or does it talk to you?
This is the hardest question for any brand to answer: What do they have that is really, honestly worth talking about?
Shared Media fits nicely between earned and paid. Yes, your paid media can be shareable, but you have to earn the share by having quality content and by sharing it with the right people in the right way.