Using YouTube for corporate communications

Companies large and small look to YouTube as a vehicle to reach their customers; from well-known brands like Carl's Jr, to burgeoning online retailers like ZAGG, businesses are continuing to use video to drive their marketing strategies on YouTube. But we are also increasingly seeing CEOs, business executives, and other company spokespeople look to YouTube as a vehicle for corporate communications. The internet makes it easy for anyone to share their opinions about companies and products, and many businesses are viewing this as an opportunity to respond to and engage with consumers in real time. Whether buying a company, managing a crisis, or simply looking to create a more personal touch, any company can use YouTube for corporate communications.

For example, in Amazon's first communications regarding its acquisition of Zappos.com, Jeff Bezos, founder of Amazon, uploaded a video to YouTube announcing the deal. Through this video, Bezos was able to personally introduce himself to the newest members of his company. And the strategy paid off -- in addition to fulfilling Amazon's goals for internal communications, Bezos' YouTube video served as the company's public announcement, quickly reaching the media, shareholders, and other interested audiences. Statistics & Data on the video show that it was quickly viewed thousands of times on YouTube, before being picked up by press, tech blogs, and social networks:

Sometimes, YouTube can be a useful tool for corporate teams dealing with negative messages as well. When things don't go as planned for a company, YouTube gives CEOs or other spokespeople a platform to speak directly to their customers in a real and genuine way. This kind of transparency can go a long way toward mending public perceptions, and the immediacy of video can make statements feel all the more personable. See how JetBlue and Domino's used YouTube to help damage control difficult situations, and the positive press that resulted from approaching a crisis head-on through YouTube.

Posted by Michael Rucker, Product Marketing Manager