This is the first of Barak Obama’s weekly posts on YouTube. He won a presidency in-part due to effectively using social media, and now we know that once he won he didn’t abandon it. He wants the voters who reached him through social media to continue to reach him.
There are so many advertisers that fail to effectively utilize social media because they are far to0 short sighted, especially if they reach an initial goal. Advertisers need to understand that with social media, users expect to constantly engage and do not want the content to abruptly come to a halt. For example, if an advertiser creates a branded channel on YouTube, that advertiser has to continuously update and provide new content with no end in sight. You want to drive users to the channel, but you also want to keep them there and keep them coming back.