May 31, 2013

Article

Focusing business for video on social networks

Getting the message out about an organization takes dedicated advertising, marketing and pitching. These elements of the sale and the method for drawing people into them are changing, however. As technology takes a greater presence in the lives of consumers and corporate entities, video for business is seeing alterations in how its messages are created and shared across vast digital landscapes. In order to take the best advantage of these shifting online climates, organizations need to get in touch with the tools that people prefer to use, be it in an individual setting or as part of B2B sales.

Social media is among the biggest movers and shakers currently impacting online activities. Be it in general sales, corporate culture sharing or intensive training recordings, one of the most influential methods of ensuring that these messages get to their target audiences is through social media channels. With so many people on social networks at once, organizations have a lot to gain in terms of potential viewership and ease of access to more people than video communication on its own might be able to entice.

What’s more, these options are actually beneficial for workflow. According to a study by Microsoft, people who turn on social media while in the workplace are far more likely to get things done during the day as compared to employees who are isolated and kept away from these online outlets. The trend toward social integration in the workforce was found to have a strong influence over corporate activities around the world, with more than 10,000 people from 32 countries participating in the research.

Enhanced social network capabilities
Some parts of the world cited significant improvements in activity and engagement thanks to social media use. IT Pro Portal reported that, according to Microsoft’s information, businesses in China reported more than 80 percent increase in productivity thanks to the addition of social networks. In Turkey, Mexico, Russia and India, more than two-thirds of participating organizations saw the same results. The reason for this enhanced performance, the participants claimed, was the boosted level of coordination and collaboration facilitated by video communication. Instead of leaving personnel to fend for themselves with client questions and practical inquiries, employees could simply connect with a social media outlet provided by their companies and get the answers they need to their immediate questions.

“As we look ahead at how collaboration and communications continue to evolve, we believe the tools people use today — email, instant messaging, voice, video [tools], social — will come together and be deeply integrated into apps in ways that will speed collaboration and truly transform the way people work,” said Kurt DelBene of Microsoft’s Office division.

Adding more social depth
One of the biggest stumbling block social media and video communication tools face today is the lack of acceptance at some workplaces. According to Microsoft’s research, about one-third of organizations don’t trust social networks for one reason or another. Either they don’t see the value in these tools as part of the everyday work experience, or else they’re concerned about the security and management demands of such systems. Regardless, despite the fact that social resources have been shown in many parts of the world to be desirable and beneficial to workforce productivity, there are still some entities afraid to integrate these collaborative resources.

In such instances, it’s important for companies to look at the benefits of the deployment versus the potential pitfalls. As with any form of technology, there are certain applications of these resources that are inappropriate for corporate needs, as are there tools that don’t supply as much return on investment as organizations need in order to deem them fit for corporate pursuit. Integrating video communication assets into social networks can have a major positive impact, as the Microsoft study showed, so seeking out the best networks for sharing and collaboration is therefore the key to establishing meaningful use.

CMSWire wrote that organizations should pick their social tools based on the industry they’re in and the audience they seek. YouTube is an ideal enterprise video portal for entities with a lot of recorded messages that want to increase the presence and impact of their recordings. Other sites like Pinterest and Instagram are great for other kinds of media sharing and retail recognition. However, as Search Engine Watch wrote, these networks aren’t the best for B2B marketing. In these cases, seeking out more professional networks like LinkedIn and Google Plus can put companies in contact with the higher profile clients they’re seeking and help the establish better corporate relations. In order to make the right call on which networks an organization should be using, companies must first determine their audience and then figure out how they want their target viewers to access these tools. If a deployment is meant to be an in-house video communication, then entities must consider what level of integration they consider to be beneficial of social tools in the workplace.