Chapter 12

YouTube: The Social Network

Take a random walk down Madison Avenue and ask the PR and marketing executives you see sipping on lattes to name the top social networks. Easy, right? But a good percentage of them will fail to mention YouTube. In a culture dominated by the craze of discovering, reporting on, and documenting the growth of new social networks, somehow YouTube has been shafted. My theory is that people who don’t personally use it for marketing don’t see the social side of YouTube and therefore fail to acknowledge it in this category. This “YouTube blindness” happens with journalists, bloggers, ad agency types, and (most importantly for our discussion) marketing executives whom we are competing against.

Easily Found Shocking ...

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