a how-to guide to video + social media
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TRANSCRIPT
From blended distribution to social sharing functionality
to metadata, this guide covers everything you need to
know to extend, enhance and amplify your online video
strategy with social media.
Like, Link, Share, Tweet
A How-To Guide to
Video + Social Media
Brightcove, Inc.
© March 2011
© 2011 Brightcove Inc. All rights reserved.
Contents
WHAT WE’LL COVER 3
IS VIDEO SOCIAL? 4
SOCIAL MEDIA TODAY 4
SOCIAL MEDIA 4
FACEBOOK 5
TWITTER 5
YOUTUBE 5
ONLINE VIDEO 5
VIDEO AND SOCIAL MEDIA: A MATCH MADE IN HEAVEN 5
SOCIAL MEDIA REFERRALS AND ENGAGEMENT 5
THE BUSINESS OF SOCIAL MEDIA: OR, WHY MY BOSS WILL CARE 7
SOCIAL SITES AND VIDEO: USE CASES FROM THE FIELD 8
FACEBOOK 8
TWITTER 11
YOUTUBE 12
MOBILE 13
MEASUREMENT: SOCIAL MEDIA PERFORMANCE WITH ANALYTICS 14
THE QUEST FOR THE VIRAL VIDEO 14
NOW THE [NOT SO] HARD PART: PRODUCING GOOD SOCIAL VIDEO 15
BRIGHTCOVE SOCIAL VIDEO CHECKLIST 15
SOCIAL VIDEO RESOURCES 16
SOCIAL VIDEO BRIGHTCOVE PARTNERS 16
FACEBOOK RESOURCES 16
YOUTUBE RESOURCES 16
CONTACTS 16
© 2011 Brightcove Inc. All rights reserved.
3
What We’ll Cover
Social media and video together make a very powerful
combination. Whether you are a media company syndicating
your content to social channels or a brand marketer using social
profiles to build awareness and nurture customer relationships,
video and social media can work together to address wide-
ranging business goals.
In this guide we’ll talk about how social media platforms help
you connect with your audience to maximize the reach of your
content. We’ll look at the scale of the opportunity, how video
and social media supports key business goals, and share tips to
optimize activity for each unique site.
You like this.
© 2011 Brightcove Inc. All rights reserved.
4
Social Media Today
Social media in all forms is approaching its adolescence. It’s
no longer brand new, and a lot of folks have eagerly adopted
it and have become comfortable making it a daily part of their
sharing and consumption habits online. Social sites are rapidly
growing the size of their share of the time that users spend
online. Activity on social networks and blogs now accounts for
22.7% of time spent online.1
We’re in the middle of a period where we can finally reach the
world directly. Relationships and connections are codified to
spread content and ideas. Customers are responding directly to
their favorite brands. Companies keep engaged with their most
active customers.
Budgets look a lot different than they used to in traditional
advertising models. Publishers are making the next transition
to push their digital content to socially syndicated channels.
Companies, brands, and organizations are evolving their
marketing messages to become content producers using
all available media to tell their stories in the places where
consumers increasingly spend the bulk of their online time: on
Twitter, on Facebook, YouTube, and RSS/newsreaders.
And the opportunity here is enormous. Between the scale of
these audiences, and the engagement and page views were
seeing on social sites, it would be silly to ignore the amount of
user attention that is put toward these sites daily.
Here is a recap of the scale of social media today to give you a
better sense of the activity and opportunity:
Social Media2
9 out of every 10 U.S. Internet users are now visiting a social
network each month.
15.6% of all time spent online globally is on social networks
amongst users ages 15 and older
4.5 hours is the average time spent on social networking sites
each month by U.S. Internet users
Is Video Social?
When people talk about social media, the first things that
inevitably come to mind are social networking platforms like
Facebook and Twitter. Video, on the other had, has often
been thought of as a presentation medium for broadcasting
one-to-many messages, rather than encouraging conversation
and allowing for social contribution. So can video really be
considered a social medium?
Of course it can. And it should be! Video is one of the most
popular and fastest-growing content types shared across the
Web today. Video has become a basic expectation among
Internet users for how we communicate with each other on the
Web and across mobile and desktop devices.
Video is inherently social:
Video is a powerful and potent medium. Moving images
show the full range of human emotion, topped only by
talking to someone face to face.
Video wants to be shared. It reaches its highest impact
when it goes viral.
High quality production is getting cheaper by the
day, and cameras are everywhere – on mobile phones,
webcams, Flip Cameras. Video has become the medium
of the people!
Video sits at the center of a set of emerging platforms
and powerful trends online that are changing the way we
communicate, share information, and engage with media.
© 2011 Brightcove Inc. All rights reserved.
5
Video and Social Media: A Match Made in Heaven
Videos shared through social media outlets perform very well
compared to their static counterparts. We have seen a direct
correlation between social media referrals and engagement
rates, so there is an easy reason to keep social sharing tools on
as the default in your video players.
When social media users come across videos in their feeds,
they have a lot of reasons to click play:
The fact your friend bothered to share the video at all
seems to suggest that it is something worth your time.
Videos coming from a friend, whether close or an
acquaintance, gives weight to the content.
Friends are statistically likely to have similar interests, so
that gives further motivation to click play.
These conclusions might seem like no-brainers, but the data
bears this out as well.
Social Media Referrals and Engagement
In our partnered quarterly research with TubeMogul, we have
found out a lot about the relationship between social media
and video referrals. Video referrals describe the ways people
discover your videos, whether that is by searching for keywords
or by clicking a link from social media such as Facebook or
Twitter.
As of last quarter, Facebook surpassed Yahoo! as the referral
source second only to Google in driving traffic to online
video content for media companies and brands. Facebook
now accounts for 11.8% of all referred video traffic to media
companies (See Figure 1). To put this in perspective, Google
accounted for 66.6% and Yahoo! accounted for 16% of the U.S.
search market in the same period according to comScore.
Facebook’s emergence as the top referring site for video is an
important change to grasp. More people are finding videos
using the social platform than they are using the popular
search engine and content platform. One factor driving this
is Facebook’s increasing support for white-listed embedded
video players that allows video to play directly in the social
stream, allowing for contextual viewing without requiring any
redirect of traffic to view videos.
Facebook 3
500 Million active users. By comparison, that makes
Facebook’s user base equivalent to the third largest global
population, second only to China and India.
130 friends for each average user
900 million objects that people interact with (pages, groups,
events, community pages)
80 connections per average user (pages, groups, events)
90 pieces of content created each month by the average user
30 billion pieces of content (Web links, news stories, blog
posts, notes, photo albums) shared each month
20 million Facebook applications installed every day
3rd largest site for watching video in the U.S.
10% of U.S. page views in 2010 can be attributed to Facebook
79% growth in total time spent on the site in the U.S. for 2010
Twitter 4
175 million registered users
95 million tweets are sent per day
YouTube5
13 million hours of video were uploaded during 2010
35 hours of video are uploaded every minute
700 billion playbacks in 2010
4 million people are connected and auto-sharing to at least
one social network
1 AutoShared Tweet results in ~6 new YouTube sessions
Online Video6
88.6 million average daily unique viewers in the US
14.2 hours of online video were watched on average in
December 2010 by US audiences
201 videos streamed on average per month by Americans
video viewers in December 2010
Users are consuming, sharing, and clicking through, all filtered
through their social connections. What search did for relevance
in results, social networks are doing for content discovery.
© 2011 Brightcove Inc. All rights reserved.
6
Figure 1 Figure 2
Source: Brightcove & TubeMogul Online Video and the Media Industry
Report Q4 2010
In Q4 2010, Facebook and Twitter accounted for the highest
engagement rates across all media categories by referral
source (See Figure 2). This means that viewers that discover
videos through friends and influencers that they follow are
more likely to watch more or even complete an entire video.
Source: Brightcove & TubeMogul Online Video and the Media Industry
Report Q4 2010
TIP: Make sure you have equipped all the video players on
your site with prominent social sharing buttons. The easier
you make it for viewers to share your videos through social
platforms, the more chances you have to generate engaged
follow-on views. Of course, there are special use cases where
you might not want people to share your videos away from the
original context, but we think that is the exception to the rule.
© 2011 Brightcove Inc. All rights reserved.
7
Loyalty: Fresh video content gives loyal customers reasons
to continue to engage with your company, especially if you
continually share with customers that are following your
activity through their Facebook or Twitter feeds.
Evangelists: Social sharing is quite possibly the easiest way for
companies to empower their biggest fans to evangelize and
share their enthusiasm for your company with their friends and
followers. Social sharing buttons enable evangelism through
sharing like never before.
Context: Publishing through social media outlets is really all
about context. By delivering video in the places where users
spend their time, you have more chances of making a strong
impression. You don’t have to drive users to your website to
engage with them, and email is not the only inbox to push
content to customers these days. Feeds are the new context.
Putting your video in the social feed context lets customers
interact with your content in their own preferred mode of
consumption, whether that is through RSS readers, Twitter
streams, or Facebook news feeds. A customer who might
follow you on Facebook won’t necessarily be a Twitter user.
We can’t think of any company that does not want to cultivate
and support each and every one of these elements.
The Business of Social Media: Or, Why My Boss Will Care
Social media is nothing but a buzzword if you don’t have
business goals to align and motivate your social activity. But
when social media and video join forces, they contribute to a
special mix of business outcomes that you and your boss will
get excited about.
Traffic: Videos, whether or not they go viral, will inevitably
drive more traffic to your site. Forrester found that pages with
video stand a 50% better chance than text pages alone of
showing up on the first page of Google search results.7 Sites
with video are also more likely to be clicked in search results
because videos grab searchers attention in text based search
results. Video metadata paired with text on the page will also
significantly contribute to your site’s SEO.
Awareness: Every business wants to build awareness of
its mission and brand. By making use of the social graph,
businesses can foster word of mouth promotions passed from
customers to their own networks with incredible ease. The
introduction of Facebook “like” buttons and click-to-share
features removes all friction to make sharing a seamless and
natural activity, and will result in introducing new opportunities
for brand impressions to new prospects.
Engagement: Marketers want both potential and returning
customers to have a reason to stay on your site and continue
considering your products and services. Media publishers want
to keep viewers coming back for more content to increase
impressions. Engaging video content can keep folks on your
site longer. Socially shared videos have high engagement
rates, which results in longer and more meaningful impressions
that can stay with that viewer to influence their purchasing
decisions later on.
© 2011 Brightcove Inc. All rights reserved.
8
What’s most exciting about this implementation is that the
clickable video experience travels with the player, wherever
it is shared. Check out how Thomas Pink videos shared on
a Facebook Wall keep in-player calls-to-action with product
details:
Social Sites and Video: Use Cases from the Field
We know of course that all social networks are not created
equal. Each has its own mores and modes of interaction and
activities that are inherently built into to the way the sites
are designed. This means that best practices for video use
and sharing on each platform can vary greatly. Let’s take a
look at each social platform, talk about how video is uniquely
integrated into each one, and look at some Brightcove
examples from the field.
The News Feed
Facebook users look to their constantly updating stream to
catch up on what friends are doing, sharing, and liking. Videos
that playback in the news feed allow viewers to watch without
navigating away from their main browsing activity. To support
in-feed playback, Brightcove has partnered with Facebook
to white-list video playback of our players so that your fans
or friends can view videos without ever leaving the Facebook
homepage.
This can be especially important for media companies that
monetize their content with ads. Videos embedded in the
Facebook feed will include whatever ads you have scheduled
as they would appear on your own site, so you can make every
impression count.
For brands, the player experience can be as important as the
video itself. Brightcove player’s basic WYSIWYG customization
or fancier BEML (Brightcove Experience Markup Language)
customizations will present those details persistently, wherever
viewers share or embed the video, so the experience is
preserved. No other video hosting service allows you this level
of customization to ensure that your videos are shared with all
the full-range of support of features that you might get on your
own website.
Thomas Pink has partnered with Brightcove and Adjust Your
Set to build a robust in-video clickable shopping experience. As
viewers watch videos on Pink TV on the Thomas Pink website,
calls-to-action overlay the video to highlight items that are
featured in the video. Viewers are encouraged to share videos
on Facebook and Twitter with sharing buttons right in the
player controls.
© 2011 Brightcove Inc. All rights reserved.
9
The U.S. Department of State and the Secretary of State Hillary
Clinton have garnered a significant following on Facebook, with
about 65,000 fans to date. In an effort to reach constituents
wherever they may be, the Department of State simultaneously
live streamed Hillary Clinton’s seminal speech on Internet
Freedom across all her Web properties using Brightcove,
including state.gov, blog.state.gov, America.gov, and its
Facebook page, Facebook.com/usdos. The State Department
also makes good use of its video content by featuring recent
appearances, statements, and events in a video gallery tab
where clips are queued up for viewing.
Pages
Companies, celebrities, publications, and brands alike are
building Facebook Pages to connect with and encourage
discussion amongst their fans. One key element of Facebook
Pages is often video. It is just one more place to share your
valuable content with users that are ready and willing to
engage where they spend their time.
© 2011 Brightcove Inc. All rights reserved.
10
The BBC’s popular car show TopGear uses Brightcove on its
site to feature clips from the show and additional content. The
site’s homepage also features prominently social icons for the
Facebook pages and Twitter accounts where fans can get more
content from their favorite show.
With nearly 7,000,000 fans, TopGear’s Facebook page includes
high-intensity videos of sleek new cars. Below the video, fans
are encouraged to “like” the video, which will send it out to their
friends’ wall feeds, and viewers are also given the opportunity
to comment on the content. When logged in, you’ll also see
the some of your own friends who have already liked the page,
which then encourages users to share their interest along with
their peers.
© 2011 Brightcove Inc. All rights reserved.
11
With a mere 140 characters at your disposal, ever letter counts.
That’s why there is a plethora of URL shortening tools out there,
from bit.ly to Twitter’s own t.co. More and more publishers
are building branded URLs that will automatically use a vanity
shortener that displays the brand that will often be the default
link used in social sharing buttons associated with a page.
Brightcove recently introduced the bcove.me domain to allow
sharers to copy a video-specific short URL to include in Tweets.
Here is a sample of Twitter users sharing videos using the
bcove.me short URL.
For media companies, Twitter is a great way to draw attention
to new content as it goes live your website. WIRED uses Twitter
updates to push new videos to their 760,000 some-odd
tech-savvy followers. This tweet resulted in 21 retweets, where
WIRED followers watched the video and re-shared it with their
own followers again.
The link leads Twitter followers directly to this video page with
an article and a related video. To the right of the player, WIRED
is promoting its own Facebook page where you’ll see friends
of yours that have also liked WIRED on Facebook. And at the
bottom of the player, WIRED features prominently the email,
sharing, link, and embed code options for anyone interested in
sharing the video.
You’ll see that they have defaulted to showing the short URL to
make it easy for viewers to copy that for wherever they wish
to share. The Twitter and Facebook buttons connect to those
services to automatically post on those accounts where you are
already logged in on your browser.
© 2011 Brightcove Inc. All rights reserved.
12
YouTube
YouTube is of course the ultimate combination of social video,
as it was originally built to support social video sharing and
response. YouTube is actually the second largest search engine,
only behind its parent company, Google.8
Many publishers are beginning to adopt a blended video
distribution strategy that uses Brightcove to serve professional,
highly customized video on their websites and uses YouTube
for exposure and awareness building. There are a few unique
ways to optimize YouTube videos that are specific to marketers
who aim to build awareness and drive viewers back to their site.
Some things to focus on:
Metadata is everything. Detailed and specific video titles
and descriptions with unique keywords will help your
video reach its highest relevance potential. The same
goes for tags and longer descriptions.
Don’t miss a link opportunity. Every video you put out
your channel can and should link back to a relevant
page on your website. Use YouTube for its search and
discovery capabilities to introduce new audiences to
your content and make it do some work for you as a
complementary referring site. That makes it easy for
people who enjoy your videos to find out more about
your company or organization. Adding a URL to the short
description of your Brightcove videos will then show up
in the description field in your YouTube video.
Brand your channel. If you are working with a large
amount of video, your YouTube page can serve as
another landing page for your brand. Include details
about your company in the About section, provide lots
of contextual links, and take advantage of the extra
branding features that are available to Brand Channels,
including channel banners with clickable logos and
messaging areas lower on the page.
As a publisher with a lot of content, managing video for both
YouTube and your own website could become a full-time job.
Thankfully Brightcove’s YouTube Sync feature allows publishers
to synchronize their videos directly to your YouTube channel,
all from the Brightcove Studio. You can sync all or just some
of your videos with tag-based rules. Video metadata travels
along with the videos, so you don’t have to spend lots of time
copying and pasting to duplicate SEO-essential metadata in
both places. And the metadata updates continuously – any
changes you make to the video will be reflected in the channel
automatically.
We have set up our own channel that demonstrates these best
practices and uses the full functionality of the YouTube Sync
features. Notice that each video’s description provides a link
back to the page it originally appeared on our website. We
have also taken advantage of the Branded Channel features to
further customize the page. Check out the channel for yourself.
© 2011 Brightcove Inc. All rights reserved.
13
Mobile
A lot of companies are developing mobile apps to keep in
touch and bring their content to consumers when they are on
the go. As it turns out, mobile users are more engaged with
content of all types. Facebook has suggested that people using
Facebook on their mobile devices are twice as active as non-
mobile users.9 Mobile doesn’t just mean people on the go. It is
commuters watching a clip on their train ride home. It is iPad
users lounging in their living rooms using an app from their
favorite magazine.
Mobile viewers are prime targets for social sharing. Because
they view from a small screen, they tend to be very engaged,
rather than distracted users who are toggling between multiple
tabbed windows on a laptop. So if you put those social buttons
prominently in front of your users, whether on your website or
in custom mobile apps you develop in-house, you’ll remove all
the friction for mobile users wishing to share with their friends.
UK-based fashion retailer Warehouse has developed a
mobile commerce iPhone app using Brightcove’s iOS SDK to
repackage the company’s content and clothing catalog for the
mobile experience. Browsers can watch videos that Warehouse
has developed for its Style Studio TV channel, and read posts
syndicated posts from their blog.
“There is no better way to showcase Warehouse’s collections
coming to life and to tell our story than through video,” said
Danielle Brown, head of marketing at Warehouse. Here video,
social media, blogs, and ecommerce come together to give
loyal customers more reasons to keep coming back for fashion
inspiration.
iPhone users can also browse the collection and add items
directly to their mobile shopping cart the collection, or share
clothing with friends using email or Facebook. The app also
pushes deal notifications to users, giving frequent shoppers
even more reasons to keep interacting with the app.
© 2011 Brightcove Inc. All rights reserved.
14
Measurement: Social Media Performance with Analytics
In order to track the success of your campaigns, you’ve got
to have measurable metrics to track. How do we define a
successful campaign? Where are my viewers coming from?
How are they finding my content? Once you’ve put all those
social features out there, there has got to be a way to follow up
on whether that traffic strategy is working.
Brightcove analytics reports offer detailed insights into
Referring Sites to let you know where viewers are finding
your video. The report will show traffic sources by domain, so
you can see just where viewers are coming from, whether it is
organic search from Google or from Facebook.com and Twitter
sources.
Looking at Search Term reports will also help you identify video
keywords to that can help your site and your videos get found.
You can use those insights to tweak and adjust metadata, titles,
and tags to influence the performance of your social video.
To round it out, you might also think about supplementing with
your own searches on Twitter, using Facebook’s page activity
panels if you are a manager of a page, and monitoring your
synced YouTube channel traffic. That will give you the most
complete picture of your social media and video activity.
The Quest for the Viral Video
It is on everyone’s minds when you talk about social media and
video: viral hits. Those videos that become so popular over a
really short period of time that it seems like the entire Internet
is talking about it. With the success of viral memes like Double
Rainbow and its chart-topping remix by the masters of auto-
tune, the Gregory Brothers, brands like Old Spice are starting to
aim their targets on viral video strategies.
We will say, however, that there is no formula for viral success.
But your video won’t go viral if you aren’t putting it out there,
either!
That being said, celebrities and media outlets still garner
audiences at a scale to be able to push your video over the
inflexion point of viral spreading. So one strategy is to identify
those appropriate influencers and nurture them as potential
sharers for your videos.
Others like Old Spice have packed their videos with meme-
worthy references that resonate with a specific Internet
audience who are more likely to pass on and talk about the
videos, which in turn, draws more attention to the campaign.
Viral and Social are not the same thing. Viral and social
marketing are really two different approaches. One is all
about word of mouth recommendations based on positive
experiences and trust, and the other is more about making
a quick hit with content that gets lots of people talking all at
once.
Most importantly, video does not have to be viral to make
an impact on your business. Video can deliver the business
benefits of traffic, awareness, engagement, and loyalty, no
matter what scale your video operates at.
© 2011 Brightcove Inc. All rights reserved.
15
Now the [not so] Hard Part: Producing Good Social Video
Traditional big-budget, heavily produced video is fair game for
social sharing, but that’s not really the wheelhouse of social
video. Social video best practices derive from lessons from
UGC (user generated content) characteristics. Here are a few
pointers for qualities that will help your video get shared.
Make a good first impression. You need to grab viewers in
the first few seconds of your video, so be sure to use those
seconds wisely!
Short videos. While long-form content is starting to perform
really well in the online video world, it is not the stuff of social
sharing. If you keep your videos under 3 minutes, you will find
that people are more willing to share with friends without the
caveat that it will take the length of a regular TV episode. If
you’ve got something longer, think about distilling down the
essential bits into a bite-sized length clip that is more sharable.
Be funny. Humor is a one of the most common theme across
viral videos. People tend to want to share things that make
them laugh out loud, rather than things that are sad or
poignant.
Remix. Parodies and spoofs do really well in social media
because we all share a common frame of reference. Pick a song,
a movie trailer, or an Internet meme and make it your own.
Be real. Videos about corporate culture are more likely to be
passed around and admired if they truly show the nature of its
employees’ personality and values.
Tell a visual story. No one wants to watch a talking head all the
time. Use graphics, use motion, and use color to tell a visual
story and make the most of the medium.
Don’t worry about fancy production. The right lighting, decent
sound, and a plain background can do wonders for a video,
even if you are shooting the image with a Flip Camera. By now,
Internet audiences are used to low-fi user generated content,
so it can actually add a sense of authenticity and humanness to
your video, not to mention nearly anyone can do it.
Brightcove Social Video Checklist
There are a few key things that Brightcove publishers can do
to ensure their videos, content, and players are optimized for
social media:
Enable social sharing buttons in players. Keeping them
on makes it a no-brainer for viewers to start sharing your
videos.
Enable embed codes for sharing. Same goes for
exposing embed codes. Give people an incentive to talk
about your content in context to expand your reach.
Promote sharing at video completion. Remind people
that their next step can be a social one.
Create dedicated social sharing templates. The default
players are great, but consider creating a dedicated BEML
player template that gives your video an extra strong
brand impression when your video appears in Facebook
streams.
Embed clickable calls to action. Consider equipping your
video player with clickable call to action overlays that
draw engaged viewers back to your site when viewed
from within the Facebook social stream.
Review performance. Use analytics to monitor
performance of videos, especially looking at referral
sources to get a sense of how your videos are being
shared.
Use scheduling rules. Coordinate social media targeted
campaigns with rules-based controls in the studio.
Use your metadata. Having complete titles, descriptions,
and tags will make it easier for your videos to be found in
the first place. Videos are nothing without context!
16
One Cambridge Center Cambridge, MA 02142
617 674 6500 tel 617 395 8352 fax
www.brightcove.com
Social Video Resources
Now that you are primed and ready to spread your social
videos, we’ve pulled together some handy resources to help
you get started.
Social Video Brightcove Partners
Brightcove Technology Partners build complementary products
and services that you can easily integrate with your online
video experiences and backend workflows. These partners
specialize in creating interactive social video experiences by
building on the existing Brightcove platform features. Tools
allow you to integrate in-context social chat for live events, or
link to a specific timestamp within a video.
Chatroll
Clearspring
Echo
Filemobile
Fuhu
Clipsync
Embedly
Gigya
IntenseDebate
LeanIn
Meebo
Nabbr
OneLogin
Pluck
Facebook Resources
Facebook Open Graph Social Plugins in Brightcove Players
Facebook and the Emergence of the Socially-Validated Web
Adding a Brightcove player to your Facebook Fan Page
Facebook ‘Live Stream Box’
YouTube Resources
YouTube Sync Streamlines Blended Distribution:
Seriously, it’s so easy.
Distributing Video to YouTube
Contacts
Sara Watson
Inbound Marketing Content Manager
Brightcove Inc.
617-245-6079
@smwat
Brightcove @
1 http://blog.nielsen.com/nielsenwire/online_mobile/what-americans-do-online-social-media-and-
games-dominate-activity/
2 comScore 2010 US Digital Year in Review
3 http://www.facebook.com/press/info.php?statistics
4 http://twitter.com/about
5 http://www.youtube.com/t/press_statistics
6 comScore 2010 US Digital Year in Review
7 http://blogs.forrester.com/interactive_marketing/2009/01/the-easiest-way.html
8 http://www.comscore.com/Press_Events/Press_Releases/2010/7/comScore_Releases_
June_2010_U.S._Search_Engine_Rankings
9 http://www.facebook.com/press/info.php?statistics