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A New Way to Think About Metrics

By: Susan Iskiwitch | 11/29/2007

• Viewer-generated video is fueling music videos today (from rock to country to hip hop).

• The music video for Soulja Boy's now infamous “Crank That” made its debut online – the viewer-generated video was a hit online that eventually translated to traditional radio and billboard charts. As of publishing this post, the video on YouTube has 22,888,290 hits.

• The band Nickelback is using imitation viewer-generated video for their latest hit, Rockstar (meaning they produced the video to appear as though it is composed of viewer-generate content).

• What does this mean for the public relations industry? It might be a stretch to say this, but in measuring the reaction of our clients' target audiences, we will have to also gauge audience responses in the new media realm.

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