122 Paid, Owned, Earned able to take advantage of various mobile and social offerings both to reward loyalty and to drive advocacy. NFC, RFID, GPS and smart phones have allowed social networks to reach beyond digital realms into the real world and, as smart phone technology further evolves, services like the augmented reality platforms offered by companies like Layar or Metaio (that allow smart phone users to look through their phone cameras and see digital information overlaid on to the real-world physical landscape) may make real-world optimization (RWO) even more interesting. Real-world `Liking' also gives business greater insight into the profile of their customers and helps with the ROI tracking and measurement of (social) marketing activities. The energy that social media, and particularly Facebook, can bring to viral coefficients and content distribution efforts is undeniable. Optimizing content gives it the best chance of spreading and maximizes the potential for earned media impressions, with Facebook optimization being a key pillar in driving content spread. Content optimization and social media optimization should therefore be an