There are several sites now that provide a wealth of how-to information, including Howcast and Instructables. Far and away my favorite is Howcast, which blends professionally produced content with content from semi-professional enthusiasts. These sites provide an opportunity for marketers to reach influencers, especially for companies in this space (e.g. improvement retailers.) In addition to great how-to instruction, these sites provide a means for collaboration via social networking, allowing users to build profiles and find colleagues with similar interests. Sites like these for DIY enthusiasts and other sites like Pandora and iLike for music enthusiasts provide a new dimension to social networking by enabling people to expand their social graph to people with similar interests. Like a virtual Meetup, users will be able to connect and collaborate without meeting face-to-face. I’m looking forward to following this trend and being a part of it.
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