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Though blogs and social networks seem to get most of the attention when it comes to social media, podcasts and videos remain viable channels for reaching and connecting with an audience.

CC Chapman should know, as he's been active in the blogosphere and social-networking spaces for years; he was also among the first bloggers to embrace and effectively use podcasting as a communication and brand-building tool. Today, he continues to show his clients how they can put his knowledge to work for them via his work at The Advance Guard.

CC was kind enough to talk to us about his "Video and Podcasting: Making Media as Marketing" session at Marketing Profs Digital Marketing Mixer, and also explain how companies can use video and podcasting to build their businesses.

Q: Your session at the Digital Marketing Mixer focuses on video and podcasting. Are there certain industries where the companies can better benefit from using video and podcast in their social-media efforts?

A: Everyone loves to be stimulated visually, so I think properly done video content can work for everyone. The key is understanding who your audience is an how you can engage them with your content.

Sometimes what you think they want to see isn't really what they will want. More companies are realizing that they really have to take the time to see what is out there and what they are going to be going up against and figure out what is best for them.

Podcasting is great as well because people are now used to time-shifting when they consume all content, and an audio or video file that they can listen to anywhere and anytime is a great option.

Q: When you mention "social media," most people immediately think of blogs and social networks. It seems that podcasting and video don't get as much attention as blogs and socnets do. Are these tools more difficult to use, or is it that many companies just aren't as familiar with how using them could benefit their businesses?

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image of Mack Collier

Mack Collier is a social-media strategist based in Alabama. He helps companies build programs and initiatives that let them better connect with their customers and advocates. His podcast, The Fan-Damn-Tastic Marketing Show, discusses ways that brands can turn customers into fans. His first book, Think Like a Rock Star: How to Create Social Media and Marketing Strategies That Turn Customers Into Fans, was published in April 2013 by McGraw-Hill.

Twitter: @MackCollier

LinkedIn: Mack Collier