Managing the marriage of video and social media

Social media, mobile devices and apps have helped to drive one of the more unexpected corporate trends of recent times, in that people’s behaviour and expectations in their private lives are transforming how they work.

Managing the marriage of video and social media

Sharing information and collaborating have never been easier for workers. And video, in particular live video streaming is fast gathering momentum for carrying and conveying information quickly and consistently while ensuring more of it is retained.

This is important for private enterprise but especially important for public sector organisations which invariably have large numbers of ‘customers’ to communicate with at the same time as they are managing large workforces.

Both the customer and workforce rely heavily on accurate and up-to-date information so reliability, security, and ease of use is important.

It’s also becoming vastly easier and cheaper for organisations to create their own video content. And with a little help, they can even set up their own live video streaming events, encouraging greater participation and engagement.

For your eyes only

In the past few years all the major social platforms from Facebook to Twitter, Instagram, LinkedIn and others have added powerful new video capabilities, which have served to further entrench video’s usefulness and appeal as a vehicle for corporate and external communications in the private and public sectors.

It stands to reason then that organisations and staff should seek to take advantage of social media’s ease of use and broad reach to ensure their best video content is seen, shared and commented on by as many people as possible.

However, in many circumstances content is created with specific audiences in mind. This might be to do with relevance, but it might also relate to the sensitivity of the information being conveyed.

Procuring social media platforms and mobile apps is very easy. Too easy in fact, with innumerable articles and studies reporting that IT managers see the threats of ‘shadow IT’ increasing exponentially for the foreseeable future.

So what’s this got to do with video?

Well, as with any organisation making proper use of an effective video streaming platform will tell you, the quality, accuracy and reach of their communications activities are light-years’ beyond where they were before deploying the technology.

Compared with plain text or audio, video is also capable of conveying more information.

But it’s this obvious power of video and video content that, when coupled with social media platforms equipped to handle it needs to be carefully managed.

For instance, agencies need to pay careful attention to what video content is being disseminated and on what platforms, before the genie is out of the bottle so to speak.

For government agencies, having confidential internal communications inadvertently released into the public domain often creates unnecessary headaches, not least because of the special interest media outlets have in such information, and more generally how quickly and easily it is to share online. Other issues such as compliance, especially around data protection and customer privacy can also come into play.

Policies and procedures

In short, video streaming is the most effective way for organisations today to communicate detailed and/or complex information, especially to large target audiences. Likewise, the ease of use and reach of social media platforms make them ideal platforms to fully reap the rewards of video.

However, doing this effectively and securely requires robust technical platforms with strong security, supported by clear policies and procedures governing usage.

For instance, staff should know when it’s fine to distribute video content on their personal social media accounts. It’s not likely to be an issue very often but having policies in place ensures your organisation is covered in any event. For instance, login codes and passwords should be considered to restrict access to video streams or other video content that needs to be contained.

Of course, it’s becoming more common for organisations to have their own ‘branded’ social media accounts. This might be for internal purposes, or simply the creation of a ‘digital community’.

In either case, organisations need to be acutely aware of what information is being shared where and with whom, and to have proper checks and balances in place to ensure there are no ‘leaks in the system.

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Viostream is a provider of live video streaming technology helping to transform communications for Australian organisations. Learn from one of our consultants today about how you can change the ‘channel’.