Social
media is about engagement and one of the easiest ways to engage a visitor to
your website, Facebook page or other social platform is through visuals and/or
videos. This month, we're going to talk about YouTube
By Samantha Scott, APR
Officially
the second largest or most frequently used search engine, YouTube is used by
millions of people every day around the world. The premise is simple - create a
video about yourself, your life, your business or anything you want and you can
share it with the world by posting it on YouTube. Businesses can take advantage
of this by promoting their brand, providing useful how-to demonstrations and
more.
It's
also another opportunity for branding. Users can create custom backgrounds,
user icons and usernames "owning" the space for their company.
YouTube isn't one demential either. You can embed YouTube videos into websites,
share them on Facebook pages, share links to the video on Twitter, in emails
and LinkedIn.
An
alternative use would be for internal, company videos. For example, employee
training videos could be loaded privately on YouTube with the URL given only to
intended viewers. It works as an FTP and video player in one, in that
capacity.
Measurement
is also a key asset of YouTube. Their analytics recently upgraded after being
purchased by Google. Only visible to the channel owner, the data YouTube
provides allows users to determine how the visitor found the video or your
channel (via keywords) and how much of the video they watched. Did you have a 3
minute video where users we're clicking away after a minute? You may want to
consider changing the format. It can also indicate which video of all those
shared is the most popular.
The
bottom line is, YouTube can be a very effective communication channel. It should
be used to make your business become a value-added resource by sharing
knowledge and to position yourself/your company as an expert of someone/a
company to rely on.
Resources:
- YouTube Account Creation: https://accounts.google.com/SignUp?followup=http%3A%2F%2Fwww.youtube.com%2Femail_confirm&continue=http%3A%2F%2Fwww.youtube.com%2Fsignin%3Faction_handle_signin%3Dtrue%26nomobiletemp%3D1%26feature%3Dheader%26next%3D%252F%26hl%3Den_US%26new%3Dtrue<mpl=sso&service=youtube&hl=en_US
- FPRA Channel: http://www.youtube.com/user/FPRAConnect?ob=0&feature=results_main
- FPRA's YouTube video for the 2012 Golden Image Awards: http://www.youtube.com/watch?v=k_rg_pQqMTg
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