YouTube is the second most visited site in the world and as social media dominates the communications airwaves, PR people are turning to sites like YouTube to promote their companies.

As an online platform, YouTube provides a continuous presence 24 hours a day, 7 days a week and it’s completely free. It also offers the notion of a brand channel, which provides an appropriate structure and context for a company’s video.

There are many great online PR ideas that can take place on YouTube, but it has more credibility if it takes place in the perspective of a brand channel.

With a much wider demographic now choosing to gain their news/ information online, and with a large number of those people not having a long enough attention span to read an article or press release, YouTube is perfect as company’s can upload a short video with key messages about the company and all the audience has to do is watch it for a couple of minutes.

The types of videos uploaded by a company might include a video of a company president speaking about an important issue or an event that the company is involved in or perhaps a mini documentary of an ongoing project that involves the company.

When using YouTube as a public platform it is important to remember to tag and title the video appropriately in order for it to reach its intended audience and achieve the proposed purpose. It is a waste of time if a specified company video is floating randomly without a suitable venue.

YouTube videos are now even more accessible, even without looking directly on the site it is still possible to see videos linking to the search that has been typed into the Google search engine. The integration of YouTube clips alongside Google means there is another form of potential traffic heading towards the company website.

It is easy to link a YouTube brand channel to a company website and other social media sites that the company appears on; brand channels also have a bulletin section to accommodate company news. It is an incredibly successful PR communication tool that reaches worldwide.

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Google have turned their considerable technological weight to helping children around the world track Santa Claus as we head towards the 25th December.

In their blog post, Tracking Santa, then and now, their Chief Santa Tracker explains the various ways that children can now monitor Santa’s movements using a combination of products, including Google Earth. There’s even a widget you can add to your Google page for up-to-the-minute monitoring of Father Christmas and his sleigh. Ho! Ho! Ho!

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With all the controversy surrounding the “will he, won’t he” debacle of John Sergeant and Strictly Come Dancing, I thought it would be interesting to see what impact this event has had in terms of the search engines and blogging community.

The sometime reporter and now legendary entertainer (apparently) has caused quite a stir by leaving the BBC show so as to not risk winning this dance contest and ruining the chances of the other contestants.

I picked another of the contestants completely at random, Rachel Stevens, to see how the pair compared in terms of search engine traffic:

John Sergeant v Rachel Stevens

Even with all the free publicity, John is still languishing behind Rachel in the search stakes. Fancy that. This is also borne out by the blogging community and the trends provided by Blogpulse:

John Sergeant v Rachel Stevens Blog Trend

Not as clear cut, but seeing that interest in John “Nice” Sergeant seems to be on the wain yet he’s clearly a safe pair of hands entertainment wise for the BBC, I wonder if there’s any vacancies over at Radio 2 that we’ll see him waltz in to?

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There have been a lot of news stories recently that have been commended for their viral marketing capacity. The ‘world’s best job’ competition, won by Briton Ben Southall, proved the power of advertising across a global forum, predominantly through social media.

This week saw another piece of clever self-promotion, with the news that a former model and personal trainer became a junk food addict, causing him to pile on 7 ½ stones in weight. Melbourne resident Paul James did this to better understand his larger clients unique needs; although in truth what he has done, very well, is promote himself and Doherty’s Gym, with news stations throughout the world covering the story.

Today came the revelation that the infamous ‘Three Wolf Moon T-Shirt’ had received a monumental sales boost primarily due to the hundreds of mocking reviews posted on Amazon. The subject of these posts have been circulating throughout the Internet, including blogs, social media and email, helping generate further publicity and increase interest in the product – even if it is a little tongue-in-cheek.

Despite an increase in sales by 2,300%, the makers are understandably far from happy with the amount of negative attention that their garment has garnered. In spite of this, the huge public awareness that viral marketing – whether deliberate, as in the case of the Queensland tourist board, or otherwise – can potentially deliver, is enough to make seasoned marketers sit up and take note.

Unfortunately you can’t usually pre-empt or organise a viral campaign, they just grow organically. Evidently though, extreme originality can be the key to success. This certainly highlights the need to be creative in the modern marketplace. People power will drive any business forward, but it’s up to us as marketing professionals to generate the momentum.

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