So video distribution is one of those inevitable parts of any social media program. A lot of people, well, too many people will say YouTube’s the easy fix to all your worries. Man, trust me, it ain’t. Yeah, there’s a place for services like YouTube, but my advice is to think about video distribution three different ways: 1). Think about the player. Which service offers the *best* embeddable player? This is particularly important if you’re producing HD content. 2). Think about the reach. Which services offer the best possible reach for your videos? YouTube’s a frigg’n virtual Times Square, so just ask yourself: is that *really* going to reach my target market? And 3). Think about metrics. Which service offers the best access and insights into the performance and spread of your videos? There’s a lot more to video metrics than a simple tally of views. The thing about this three-way slice is that for a nominal amount of effort, it puts you in a position to use a mix of services to help squeeze more value out of your video investments, and hey, right now, given the trajectory of video use and the web, this is a good thing.