Owned vs. pwnd

Just a quick clarification with respect to the so-called “PESO” media model (Paid media, Earned media, Shared media, Owned media) — something which I find creates more confusion than insight — discussed at length by this panel:

Today’s panel includes Gini Dietrich, CEO of Arment Dietrich and co-host of the Inside PR podcast; Zoetica Media CEO and award-winning blogger Kami Huyse; and Laura Thomas, chief blogger at Dell

If your website and/or media platform uses Google Analytics, then it is NOT owned media. Perhas it is pwnd. If it isn’t pwnd, then it is (I guess) shared media, or — if you consider selling your customers to Google as a kind of payment — there might be a way to argue that it is paid media.

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