We can’t think of YouTube as just a video that can go everywhere. After you put it out there, it requires accompaniment. It’s the interactive thing. Jim Louderback of Ad Age says, “If you really want to be successful, you’ll need to spend some serious time engaging with your audience. The biggest stars on YouTube know that once the video is released, the work has just started. They spend 40% or more of their time interacting with their fans, commenting, rating and curating their community.”
And you really can’t just shuffle the chore over to your assistant, either. It needs your personal touch.
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The democratization of publishing and broadcasting enables marketers to approach their prospective customers and clients in a fresh, new way, where a conversation replaces a message. Marketing and public relations will never be the same again.