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Chapter 9. Video News Release (VNR) 2.0 > Integrate with Other Social Media Str...

Integrate with Other Social Media Strategies

Before working with Forrester Research, Owyang worked at Podtech with Scoble. As New Media journalists, they captured company stories, executive interviews, and news through online video programming. Both Scoble and Owyang have shared many posts detailing how and why companies should create and share their own content in addition to pursuing traditional and New Media publicity. It can only help in building communities, relationships, and telling the company story from a very human perspective—instead of the usual faceless broadcast process of churning and distributing news releases.

Another example is Michael Arrington, publisher of TechCrunch, the world’s most linked-to and visited blog, and another strong supporter of the use of corporate marketing through video. Arrington has recommended that companies seeking coverage on the Web 2.0 network develop short, creative, and informative demo video clips when pitching him. It helps him grasp the value quickly and usually compels him and his staff to write about the company and also include the video in the story. He’s on record saying, “I love start-up videos,” and has repeatedly asked for companies to create and present videos.


  

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