Harnessing YouTube to drive brand interaction
Leah SpaldingGoogleJessica OngCompete
Background
Social media sites such as Facebook, MySpace and YouTube have become increasingly popular among consumers of varying ages, demographics and income levels. This growing channel presents marketers and advertisers with an exciting—and potentially highly effective—way to reach their target audience and advertise their brand. For example, YouTube reaches hundreds of millions of consumers every month and a large portion of visitors are heavily engaged on the site. These users are also social leaders who maintain an online presence on sites like Facebook and MySpace and contribute to...