Hootsuite Social Marketing Certification Practice Exam

Owned media refers to the content and channels that a brand has complete control over. This includes anything created and published by the organization itself, such as blogs, websites, and social media profiles that the brand manages.

The correct answer encompasses thought-leadership content created internally, which indicates that the organization is responsible for developing this content. Additionally, because it’s hosted on the company’s own blog—a platform it manages—it allows the brand to have full control over the messaging, design, and distribution. Sharing this content on social media further enhances its visibility, showcasing the brand’s authority and expertise in its field, but it primarily remains owned media because the creation and primary platform are under the brand's control.

In contrast, other choices do not fit into the 'owned media' category as clearly. Campaign images, although shot by the team, may not fully capture the essence of owned media if they are used across various channels or not hosted on an owned platform. Paid advertisements represent paid media, as they involve placing content on platforms for a fee, which is separate from owned media. User-generated content, while useful and beneficial for engagement, is not owned media since it is created by individuals outside the brand and simply shared by the brand.