Do this: Use YouTube as a promotional tool

There is still a fear among TV stations that sharing their video on YouTube will cannibalize from their site’s views. Ever the contrarians, we suggest using YouTube as a great way to promote yourselves. If you have a video you think could “go viral,” put it on YouTube. It’s the best promotion you’ll ever run. My client, NECN, burned its logo and web address into the video of Massachusetts politicians singing “The 12 Days of Christmas.” Warning: Their voices are, well, like you’d expect…

My dream? That this gets passed around New England like crazy. Stop worrying about “cannibalization” and start taking advantage of this terrific promotional tool.