Chapter 1 CASE STUDIES 5 Consulting Firm Booz Allen Hamilton Consulting firms are different from manufacturing or distrib- uting companies. They don't have a product to show, other than the ideas and solutions they provide for their clients. The com- pany's video productions become tangible products that repre- sent the intellectual capital they supply to the customers. Videos not only represent the corporation's image, but they turn out to be concrete examples of the company's output. Senior associate Jeffrey Marino of Booz Allen Hamilton is in charge of a 17-person media unit that produces multimedia for the company's website and for its YouTube and Facebook pages. "Stay Connected" is the category on the company's home page that points to such social media as YouTube, and the media are mostly short video clips distributed on these user-generated content sites. As of this writing, the international consulting firm had posted 64 YouTube videos such as the CEO's minute- plus analogy of hockey strategy and business success, a three- minute clip from the company-sponsored FIRST Robotics fair, and a three-camera 1:20-minute conversation about environ-