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Using YouTube without posting videos

The Wall Street Journal published an article explaining how professionals can use YouTube beyond submitting original videos. The article is a 700-word endeavor which could just as well be summarized in the length of a tweet.

Basically: read user comments, figure out what people want from your brand, and target your online approach to satisfy those interests. In time, other YouTube users and vloggers will begin talking about your brand in their own videos. Truly groundbreaking stuff from WSJ.

Lots of small companies make an effort to engage with customers on Twitter or Facebook. But a growing number of them are also finding success by joining conversations on YouTube. Instead of just uploading commercials, they’re reaching out to the site’s communities and cultivating relationships with vloggers.

In the best cases, the vloggers turn into ambassadors who make videos about the products and talk them up in forums. Sometimes things go even further; Ms. Davis, for instance, recently hired a few vloggers to help her YouTube efforts and do in-store demos.

Just like that, the WSJ found the secret to corporate video production.

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