YouTube Direct: Friend or Foe?
If an organization is savvy, it will make this new tool a friend. Disregard it, it could become a foe.
There has been quite a bit of buzz this week surrounding YouTube Direct, a platform that narrows the gap between news organizations and anyone with video-capture capabilities. Thanks to digital cameras that shoot video, the economically priced Flip video camcorder and the fact that many cell phones can now shoot video, that means A LOT more people just became citizen journalists.
The new tool allows media organizations to request, review and rebroadcast YouTube clips directly from YouTube users.
If you work in or with your communications department or agency, then you may be familiar with the idea of pitching stories to, or having stories broken by bloggers. You may have also heard horror stories of disgruntled customers sounding off on blogs, Twitter or Facebook. You also hear great stories about customers promoting brands themselves through those same outlets. Imagine all of this in video, and figure in that these videos may have just gotten exponentially easier for news organizations that hit your key demographics and stakeholders to upload and share.
There is a lot of exciting opportunity that YouTube’s new tool presents. Only time will tell whether or not this really takes off and how much the media will really put it to use. I imagine it will take off, though, since everyday people like you and me can capture a video faster than a news crew can arrive on a scene, and because having video to accompany a story makes the content much more rich and the story much more authentic.
The Washington Post, ABC-News, NPR and the Huffington Post are among the media outlets that have already used YouTube Direct.
Consider what doors this development opens, as well as what you need to be careful of. If you do not do regular YouTube searches related to your brand, you could be missing out on something that just got a lot easier for a news organization to find… for better or for worse.
Government agencies and private-sector: still not sure about social media?
This is mostly for Government agencies and contractors, because I know many of you are still unsure. There is no way I could possibly cover everything you want or need to know in this one blog post, but I want to at least graze over a couple of points and perhaps this will expand out into a series so I may go more in-depth on particular points. For now, however, I want to make just a few quick points that I think are thought-provoking enough, even in their simplicity, to get your organization serious about social media engagement:
- Government is using social media. Whether you are the Government or it is your customer, you should care that agencies aren’t just thinking about it any more, they are engaging. Many have started blogs and Facebook accounts. You can even find Government agencies on Twitter in what I consider to still be an early adoption stage. GovTwit is a great resource to see which agencies have already arrived to the party.
- If you don’t stake your claim soon, someone else will. Or perhaps they already have. At least getting your organization set up with a few basic social media accounts (with a verification seal if it is available with the service) ensures that no one else takes your name and either acts as an imposter or in the case of businesses, stakes the claim on your name or acronym that they may share with you, forcing you to go for “second best.” Staking your claim also applies to the fact that whether you are participating in social media or not, other people are and they are talking about your organization specifically for better or for worse. If they aren’t, it is only a matter of time. Better to get set up now so that you can monitor and engage. It is incredible how quickly rumors can be put to rest if you can respond yourself in real time!
- It is okay if you think it is overwhelming. I can’t even list every social media platform… and it is a part of my job. The fact is, you are doing something wrong if you are on them all. Just like any new tactic, it should be backed by strategy. Getting started with social media is less overwhelming if you take a step back and think about where your target audiences are participating and which tools help you communicate what you need to. For example, is recruitment a big goal? Then there isn’t a good reason for you not to be engaging with prospects on LinkedIn and Facebook for starters. See where it takes you from there rather then trying to take on every social media site at once.
- Everyone who is pushing you to get on social media is very aware there are security and productivity concerns. We are not blind to this fact. This is why it is important to involve your IT and security personnel every step of the way, as well as to set up a formal social media policy to be shared organization-wide. Not sure where to begin with a social media policy? Begin with my first blog post. If you do a search for social media guidelines, you’ll find many great examples. View several because some are more comprehensive than others.
- The purpose is pretty simple, use social media to reach a goal. Got goals? Sure you do! Yes, some people do use their personal social media accounts to broadcast what their cat is getting into or that they are on their way to a meeting, but those people do not represent all of social media. Also, sometimes those people talk about other things, such as their government, employers, etc. So, they could still be your audience. But I digress… my point is that when an organization sets up an account, it is successful when there is a purpose. I am not encouraging you to get online just for giggles. I want you to use it to reach a goal. Set it in the beginning, and then decided how much time you need to invest to realistically meet that goal. Finally, measure for success!
- Final words: IT IS ALL FREE TO SIGN UP!!!