In 1979, a British rock group, Buggles, released a song called "Video Killed the Radio Star." It became the first music video to appear on MTV when the cable channel went live on August 1, 1981. The rest, as they say, is history, although it must be noted that music videos have enjoyed a complementary rather than adversarial relationship with audio since that fateful summer evening in 1981.
Moving into the twenty-first century, some pundits and prognosticators have said similar things about applications such as YouTube, arguing that cable and television broadcasters will face significant challenges from Web 2.0 services with the ability to deliver video content on demand—not just any video content, but video content that is shared and promoted across social networks.
This chapter introduces you to some of the key players in this rapidly growing segment of the social media ecosystem. Specifically, you'll learn about the following companies, tools, and applications:
As you read each profile, keep in mind that its features and functions may or may not be right for your particular business. Use the Tool Scorecard at the end of the chapter to help you determine which of these tools qualify for further consideration when you begin creating your social media strategy in Part III of the book.
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