Unfamous KOL Little Fat @vivalawindy wrote a very good sentence yesterday:

"Paid Media is a voice paid for; Owned Media is the official narrative of the project; Earned Media is the result of users spontaneously spreading the message. Different sources represent different stances. You need to keep asking: where does this information come from, why are they saying this, and what reaction do they want you to have."

And many people just say DDDD, what the hell are they talking about?