April 24, 2013


Social media video content requires more monitoring action

The way people connect with one another and learn about the world around them has changed drastically from even a decade ago. The impact of social media can be felt in all parts of daily life, including political campaigns, crisis response or catching up with old friends . Businesses too are trying to make meaningful use out of these outlets, creating custom advertising content to reach a mobile audience. Firms have been using static ads and text-based messages to reach people in these channels so far, but many companies are trying to integrate video communication into their social presence.

Finding social media opportunities
Sites like Facebook and Twitter already allow companies to upload entire videos if they choose or host a link to third-party enterprise video platforms. Other major social media players like LinkedIn and Pinterest are also starting to permit video content to stream through their sites, providing corporate entities with an automatic sharing option for all of their social media channels in order to get the most public coverage of recorded messages. With many experts saying that video content will become the primary means of interaction online within the next decade, businesses are aggressively trying to add this function to all of their digital accounts.

Tapping into video content management through social media is much easier than some organizations might think. Twitter released a video-only extension of its popular short-form communication network, CBS Pittsburgh reported, providing businesses with the same contacts but easier video communication viewing options. The ease of access the app bears makes it attractive to consumer markets, which in turn gives organizations a broader pool of clients.

Companies can use this Twitter service as a means of sharing their enterprise video content with a broader audience. They can still host their messages on a private platform, maintaining ownership and reducing loss risks through outages or hacks of the public network. What Twitter's service offers that companies may otherwise miss, though, is the chance to generate more analytics and feedback by reaching an additional audience outside of regular site traffic. Comparing current video analytics with those generated through social media solutions can help organizations hone in on the kinds of messages that the majority of consumers want to see, allowing businesses to create better quality videos.

Sites like Pinterest are also getting involved in this movement. Online Social Media reported that the pinboard sharing site would soon allow business users to generate linking capabilities between their hosted enterprise video platforms and the social media entity. Much like the current content structure, which shows images and descriptions of products and services consumers prefer, this would allow companies with compelling corporate messages to get their videos seen by a broader audience. On top of that, since the links on Pinterest will loop back to the host site, organizations can better track hits and create superior analytics using this new service.

Addressing delivery issues before deployment
However, many firms first need to work on getting their video communication analytics up and running. A study by SiteApp showed that three-fourths of all small business respondents has no ability to collect corporate analytics for their online offerings. Of the remaining 25 percent with some form of analytics in play, 60 percent stated they didn't have software available to help them interpret the information they collected from video content and other social media outlets.

Despite these factors, the SiteApp research found that businesses intend to increase their reliance and utilization of social media networks in the coming year. More than 40 percent of organizations stated they prefer to use Facebook as their primary advertising engine, though Twitter and LinkedIn were both acknowledged as having specific business benefits. About half of all corporate respondents said they saw viable performance and revenue-building opportunities in these outlets.

With that in mind, however, businesses may need to take a step back before deploying video communication in social media settings. In fact, discussing overall online strategy may be beneficial to improving the ability for these deployments to deliver a return on investment. With such a high percentage of organizations stating they have no way of measuring success online, companies should look into comprehensive software options that manage video portals, minimize latency and track viewership. Making the best use of social media outlets and enterprise video requires a unified approach and a solid plan, or else companies may find themselves creating content that consumers never see.

According to SiteApp's research, more than half of all small businesses didn't make their sales goals in 2012. This highlights the need for organizations to make better use of the social media channels available to them, since many of these companies don't take steps to understand whether their online endeavors are successfully reaching their target audiences. Just as with any other corporate deployment, while social media video communication could present a significant benefit to revenue and overall performance, companies won't be able to track these figures or reliably determine future actions without a means of monitoring their content.