Sure, he has a hit TV show and a wide-reaching radio program, but to announce his latest book, Fox News hsot Glenn Beck took to Facebook and Twitter.

Shortly after 11 AM ET, Beck tweeted the following:

“My staff thinks they’re funny. We’ll see how much they are laughing in the unemployment line.http://on.fb.me/91fyCs

Clicking the link took you to this Facebook video, which has a number of “outtakes” from Beck’s promo video.

It is a funny video, and a clever way to promote a book. It also shows that when it comes to viral promotion, even big-time stars in traditional media can carve out their own niches in the new media world.