“Youtube has turned video sharing into one of the most important components of individual impression management and social networking” (Chen, n.d.). In order to be successful on Youtube an individual needs to exploit Impression Management tactics such as Self-Promotion, Ingratiation and Exemplification (Jones and Pittman, 1982 in Chen, n.d.) in a meticulous and unique manner. These tactics will help content producers to create buzz and word of mouth, all essential elements aiding the viral marketing of one’s Youtube channel. An expert understanding of Impression Management and its applications allow for amateur performers to become their own publicists when dealing with an online platform (Chen, n.d.). As the success of such practice will ultimately generate third party interest which will not only allow for the gain of monetary wealth but also open up avenues for bigger and better career opportunities.
References
Chen, L.C.P. (n.d). Individual Online Impression Management: Self-Presentation on Youtube. Retrieved: http://blackboard.qut.edu.au/webapps/blackboard/content/contentWrapper.jsp?content_id=_3070108_1&displayName=Week+3%3A+Branding+Me%3A+Viral+Marketing%2C+Buzz+%26+Word-of-Mouth&course_id=_60765_1&navItem=content&href=http%3A%2F%2Fwww.myacme.org%2FACMEProceedings09%2Fp26.pdf
Hill, L. (2010). You, Too, Can Make Money With Youtube Marketing. Retrieved: http://www.officialwire.com/main.php?action=posted_news&rid=110668&catid=10
Lawrence, D. (2010). How Facebook Can Become a Money Making Machine. Retrieved: http://mashable.com/2010/01/29/monetizing-facebook/
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