Google+ for Business: How Google’s Social Network Changes Everything, Second Edition

8. Video, Hangouts, and More

YouTube, by several measures, rates as the second search engine in the world behind Google, but people rarely think of it as such. When I ask people who don’t frequently use YouTube about what they think of the service, they say, “Oh, that’s where the skateboarding dog videos are, right?” Well, yes, and there are billions of other videos you can also view. Because YouTube is owned by Google, the search feature works well, and you’re able to find what you need.

I use YouTube as my instruction manual. If I buy a gadget, I can find someone who has already mastered every nuance and who has shot a video to help me use it. Companies should learn to embrace YouTube along with the people demonstrating how to use their products. ...