212 Chapter 16 MARKETING AND SOCIAL MEDIA messages, corporations use social media to engage and interact with customers and shareholders. According to eMarketer senior analyst Jeffrey Grau, "Retailers are making the case that videos boost their sales conversion rate, a measure of the increase in the percentage of shoppers who make a purchase after viewing a product video. Retailers also claim videos reduce shopping cart abandonment rates and diminish product return rates." Some corporations utilize innovative engagement tools for their website videos such as user-clickable overlays that lead to shopping cart purchases. User-generated content (UGC) web- sites let enthusiastic buyers tout products' benefits with their homemade video testimonials. And nearly every major corpora- tion is using YouTube to distribute their commercials and other video content. YouTube for the Enterprise