Is This Article Earned Media? Depends Where You Got it FromMashable 5.5.2013If you pay to have something distributed, then it's paid media. But if someone else distributes it for you, then it's earned media. That's the basic definition of earned media, a term that earned its place in the pantheon of marketing buzzwords, though if this chart is to be believed, it is in the process of unearning it.How to Attract Eyeballs to Branded ContentAdweek 5.13.2013Web publishers and big brands are starting to feel the pull of Gravity. The four-year-old Web personalization tech firm, founded by former MySpace COO Amit Kapur, helps publishers surface more relevant content to their users based on a wealth of data. Since opening its platform to publishers via an API in February, Gravity has been adopted by 50-plus sites, including TechCrunch, Sporting News and Wetpaint. How BMW uses Facebook, Twitter, Pinterest and Google Econsultancy 5.16.2013BMW has attracted 13.4 million fans to its main page and entertains them with daily updates featuring images of its cars. A majority of the content links to photo albums, car reviews and YouTube clips, so in general it's a fairly standard Facebook page. However the number of responses it gets for each post is quite astonishing compared to other brands. Google Plans To Transition Brands Into Content-Driven Advertising Media Post 5.16.2013Google wants technology to "step out of the way" as developers integrate it into everyday life. That's per Timothy Jordan, developer advocate on Project Glass, speaking to i/o Conference attendees Thursday. It means major changes in online advertising for agencies and those developing apps and utilities, but what do brands need to know? MasterCard Harnesses the Power of Social with Innovative Conversation Suite Brand Channel 5.7.2013MasterCard is transforming its corporate culture from B2B to a technology firm as it puts its finger on the pulse of social interactions to better understand consumers and clients. A year ago, MasterCard contracted NY media agency Prime Research to develop the Conversation Suite, a real-time, global insight, web analytics tool and engagement engine that shifted the company from merely monitoring media to purposeful listening. It's Spock vs. Spock As Leonard Nimoy Takes On Zachary Quinto for Audi AdAge 5.7.2013What car would Mr. Spock drive? If he's not teleporting somewhere, he'd probably be driving an Audi. That's the message of Audi of America's latest spot. The two-and-a-half minute mini-movie stars Leonard Nimoy, who first played Star Trek's Mr. Spock in 1966, and Zachary Quinto, who started playing the half-Vulcan in the 2009 movie update to the series. Hanes Launches New Digital Campaign: 'Soften the Blow' 360i Blog 5.14.2013Destruction videos are all the rage in the digital space, so when Hanes sought to promote its new super soft ComfortBlendTM line of T-shirts, socks and boxer briefs, it wanted to leverage the phenomenon to show how its ultra-soft apparel can "soften the blow" for most any type of physical destruction.Why Brands Want to Have a "Two-Way Conversation" With YouMashable 5.13.2013When you first hear the phrase "two-way conversation," you probably think, "Well, what other kind of conversation is there?" But when it comes to brands, this phrase embodies a very specific marketing strategy: personification. Google Launches Dramatic Redesign of Google+, Emphasizing Context and Content Discovery Hubspot 5.17.2013You may have caught wind of some of the announcements coming out of the Google I/O conference over the past couple of days. And while we made some high-level observations here yesterday about how this year's emphasis seems to be on context, there was one announcement we thought deserved more of our attention: the complete redesign of Google+. El Al Picks New U.S. Agency, Debuts 'Vacations' Campaign Adweek 5.13.2013EL AL recently selected its new lead agency in the U.S., Soubriet Byrne &amp; Associates (SBA), which beat out four other unnamed contenders, per the brand. Excluding business-to-business and Internet, the Israeli airline's ad spend hit $389,000 last year, according to Nielsen, while totaling $312,000 during 2011.New from the [L]earned Media Blog Budweiser Gets Creative Again with "The Buddy Cup" - A Completely Social Experience 5.20.2013Anheuser-Busch InBev has always been at the forefront of creative advertising campaigns and when they pair up with South American Ad Agency, Ag&#234;ncia Africa, S&#227;o Paulo you know something&#8230; interesting will be happening.