April 20th 2009
YouTube: An insider’s guide to climbing the charts. Alan Lastufka & Michael W. Dean. 2009. ISBN 9780596521141. When I picked this one up I could not help but think, “Why? Why would anyone want to be really good at Youtube?” This book gives any marketer more than enough answers.
The authors are not only adepts at YouTube, they have a good background in film and film studies. This combination has allowed the creation of a very pragmatic, hands on guide that really does lead you through how to achieve the goal in the title. Very readable and moves right along, so it is not a heavy tome by any measure.
On another level the book provides some insight on the user generated content space and just how compelling it is. The linked examples in the book are very useful in a study of this space. You see how Youtube has been able to generate such a strong and growing user base. No wonder that the analysts say that Google is losing millions on just the hosting alone for YouTube. It will be interesting to see how this plays out and for how long. Any marketer will gain a lot from this book.
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