Using Videos on Your Website: Pros and Cons

The use of videos on organization pages has become a growing trend. Partnered with social media and interactive links, videos can be a strong asset for any organization; they’re a great way to give a little personality to your organization. There is a multitude of ways that videos can be useful to capture the attention of your target audience, position your organization and your executives as trusted thought leaders, and increase awareness of particular products or initiatives. However, the misuse of video can ruin an organization’s website and diminish credibility, so it is always critical to pay close attention to the videos posted and ensure they do not become overly intrusive.  Below are some of the pros and cons of using video for your organization.

The Good:

1. Video is easier than text. If your goal is to inform your website visitors, video is more convenient than text. It is much easier to watch a 30 second to one minute video than it is to click around an entire website until you find the same information. The U.S. Air Force does a great job of integrating video into the right places. The brief U.S. Air Force history video is a wonderful example of how to use video to inform your audience without being overly intrusive. 

2. Videos allow for stronger search engine optimization. Using keywords in the description and headline of the video directs the content right to search engines, helping to gain more traffic to your website. This can also generate more traffic to your website after the video is watched because of the viewer’s curiosity to learn more and their propensity to share what they’ve viewed. 

3. Getting to see the personality of an organization can make a huge impression on the website visitors. Video allows for an organization to show a little personality and gives viewers an idea of the culture of the organization. A great example of this is the White House website video section. They do a great job of using video for the President’s speeches and other events that the White House is involved with. Most videos get thousands of views and help to give personality to the President and his family; this allows viewers to feel more connected and in-tune with current goals and initiatives.

 

4. Versatility is a great benefit of video; as videos can be used in a variety of ways in addition to residing on your website. You can use the videos in other venues, such as public events or internal training videos; they can also become a great sales pitching tool.

The Bad:

1. Videos can oftentimes turn out poorly if the people who are being filmed are camera shy. When planning the video, it is extremely important to figure out who the correct people are to film. That is as important as what the person is saying. A poor video can easily sully a viewer’s perception of the organization as a whole. Be sure the spokespeople being filmed are comfortable in front of the camera and that they speak clearly, exuding both charisma and knowledge. Ensure everyone has their script ahead of time and that they practice enough to sound like they’re not reading a memorized script. It should be thought of as a conversation between the spokesperson and their target audience – a dry, lecture-style speech will do nothing to attract and retain viewers.   

2. Another disadvantage is buffering or quality of the video while being viewed. This is something that varies with every person’s connection, but it can be intrusive for the viewer and lead to dissatisfaction for that person. Attention spans seem to be steadily decreasing. According to a recent article by The Guardian, studies have shown that 32% of consumers will start abandoning slow sites between one and five seconds. A one second delay in page load time can result in 11% fewer page views, 16% decreased customer satisfaction and 7% lost conversations. At a time when everyone is expecting instant gratification, you cannot afford to have slow or interrupted videos on your page.

3. 'Do it yourself' videos often look like just that, and still require a commitment of time, and an investment in software and hardware. For example, some software like Adobe’s “After Effects” can cost $50 per month for an annual contract. And not all of the video editing software is easy to use. Some of these programs take time to learn. That can be done through online education sites like Lynda.com, which can be up to $375 annually or more. A smarter approach might be to hire your PR/Marketing firm to handle the creation of the videos from soup to nuts: writing the script, managing the shoot, editing the video, etc. They can add the professionalism you want to ensure your video is engaging and will draw in, entertain and educate your audience.   

Ultimately, videos can be extremely beneficial, helping you to increase website traffic, connect more deeply with your target audience, and increase trust in your leaders and your organization. Strong, well-spoken leaders and experienced communications teams and video teams are essential to creating successful videos. Make sure you review your goals before starting the video process, get your teams in place, and you’ll be well on your way to reaping the benefits that videos can bring!

Polish Your Public Speaking Skills

Our industry is extremely network-focused, and events, seminars, and conferences will always be an integral part of how we interact and get business done. When you can be the speaker at these events, not just a participant, it establishes you (and your organization) as a thought leader, provides you an opportunity to present your perspective, knowledge and insights, and helps you establish credibility and build rapport with your customers, potential customers, and influencers. Many organizations are also using webinars more frequently; here, as well, basic public speaking practices will help you deliver a more engaging presentation and help you win your audience’s hearts and minds. Following are some suggestions to help you take best advantage of these speaking opportunities.

Know your Audience and Speak Directly to Them

Obvious, but critical – write your presentation with your audience in mind, using language, references, and examples that will resonate with them. Who are you talking to – customers? Partners?  Scientists? High school students? How much background do they have on your topic? Are you introducing a new concept or are you updating a group about a project in progress? Think about what your audience will be expecting from your speech. Be sure and deliver what they need from the presentation – and a bit more!

Display Mastery

The more you know, the more confident and effective you will be. It’s crucial to really know your material inside and out – this will allow you to be natural and comfortable with your delivery. Once you master your material, you’ll have a much easier time conveying your key points to your audience. It also helps to be passionate about your topic – your audience will be able to tell if you’re talking about something that you truly believe in.

Organize Logically and Clearly

Something that successful speeches all have in common is that they’re organized and have a clear message. A well-organized speech guides your audience from start to finish, laying the groundwork for the information to be presented, providing the key points, then summarizing clearly, and closing with a memorable finish. Set the stage, and finish with a punch. When your main points are arranged in a logical manner, listeners will be better able to follow your presentation. Fleshing out your points with relevant, supporting data (such as a personal experience or research findings) will help your audience understand and relate to your remarks. Make sure you leave enough time at the end to fully summarize your main points. If it’s an informative speech, the closing statement is sometimes referred to as the “residual message” – this is a final, broad, brief statement that sums up the main message you want your audience to remember. If it’s a persuasive speech, you should conclude with a call to action – end by telling your audience precisely what it is that you want them to do. Remember: the speaker is always in control of the presentation. Your audience is there because they want to hear what you have to say; take advantage of this opportunity by taking the time to plan and prepare an informative and entertaining presentation.

Practice, Practice, Practice

Public speaking is often cited as the one thing most people are afraid of. There’s good reason for that – it’s not easy to get up in front of a crowd and really hold their interest for a set period of time. Christopher Mortenson, an international Toastmasters winner, said that he practiced his winning speech 30 times before presenting it for the first time. When rehearsing, practice speaking to the room as if the audience was right there in front of you, and present out loud; reading over the presentation is fine, but that doesn’t replace a ‘real’ run-through. Practice using gestures when appropriate to intensify your points. The more you practice, the less jittery you’ll be in front of a live audience.   

When practicing, try to visualize yourself giving the best speech of your life. Steven D. Cohen, a Harvard University professor in the school of Oral Communication in the Workplace, believes that seeing yourself succeed is one of the most important factors to overcoming nerves. Remember that you were chosen to speak for a reason and that the audience is looking forward to hearing what you have to say.

Don’t Let Visual Aids Hinder the Speech

Visual aids are often great assets to speeches; many speakers rely on PowerPoints to help their audience follow along with the presentation. It’s important to keep the amount of information on each slide to a minimum, as too much text on the screen can get distracting, and use large fonts so they can be read from the back of the room. Also, integrating artwork, photos, even videos, can make the presentation livelier. But don’t ever read the slides, and don’t let the visual aids dominate – some of the best presentations I’ve enjoyed have been just a person talking – with passion, excitement, and a great message. 

Create a Moment of Awe

People want to be wowed. Don’t just follow the written script – be sensitive to your audience and when you feel they want more information or insights around a certain point, go for it! This is a common technique of Dr. Andrew Scott Crines, a professor at the University of Leeds in the UK. Build a moment in the speech that elicits a strong emotion and use it to illustrate your point. Great speeches can feel magical, grabbing the attention of the audience and energizing them. And the more frequently you speak, the more comfortable and confident you’ll become – while you also boost your credibility and that of your organization.

USO-Metro’s Annual Awards Dinner – Best Patriotic Evening Ever!

Last night, the USO of Metropolitan Washington-Baltimore (USO-Metro) hosted its 32^nd Annual Awards Dinner at the Renaissance Arlington Capital View Hotel in Crystal City. We attended the dinner, providing PR support, as we have for the past 18 years, and were once again inspired by this exceptional organization!

The evening’s theme was Celebrating Our Moments Together and was devoted to honoring outstanding individuals from each branch of service, as well as the exceptional people who support our nation’s service members through volunteerism and USO-Metro’s countless charitable programs. Attended by senior government and military leaders, celebrities, business and community leaders, over 600 guests honored the tireless work USO-Metro does for our nation’s heroes and their families.

This year, we also celebrate the opening of the USO Warrior and Family Center at Bethesda, which opens with its official ribbon cutting ceremony today. This state-of-the-art USO Center will provide a “home-away-from-home” for the nation’s wounded, ill and injured active duty service members and Reserve and National Guard troops, as well as their families and caregivers. The new facility, located at the Naval Support Activity Bethesda, home of Walter Reed National Military Medical Center, will provide a beautiful, peaceful environment to bring families together and an opportunity to prepare for a happy and fulfilling life ahead.

During the event, Chef Robert Irvine was honored with the USO-Metro Merit Award, presented by Gary Sinise; The American Military Spouses Choir received the Legacy of Hope Award, and the Next Generation of Hope Award went to music prodigy Ethan Bortnick. This year’s Colonel John Gioia Patriot Award was presented to Don Blanchard, the father of fallen Capt. Aaron R. Blanchard (USA). Don teamed up with USO to create A Father’s Tribute Ride, during which he rode his motorcycle to all four corners of the country, honoring his son and raising money to help military nonprofit organizations.

The evening was a touching tribute to our service members and their families, and we were honored to be a part of it. Advice Unlimited’s involvement with USO-Metro allows us to pay tribute and give back, serving as a constant reminder of the extreme sacrifices these heroes and their families make for us every single day. If you would like to learn more about how you can get involved in this outstanding organization, please contact me at slevine@adviceunlimited.net.

Protecting Your Organization on Social Media

It is no secret that social media has invaded the lives of organizations everywhere. According to a study done in November of 2013 by eMarketer.com, 87% of organizations used social media in 2013 and that percentage is steadily increasing.

Being active with social media reaps many benefits. However, organizations also run the risk of hurting their reputation if they’re not careful. Being aware of the risks of using social media can help prevent misuses.

To help prevent any issues, here are a few easy ways to ensure your organization is correctly represented on social media.

Implement a policy and train people accordingly

Creating a social media policy is key to managing social media interaction within an organization. Guidelines need to be put into place for employees’ use of social media. This should include both personal social media accounts and business accounts.

Every person has a different view of “acceptable” social media behavior. Let your employees know your expectations and make sure they are clear on the rules. Ensure that your social media policy is in your employee handbook-- this makes the rules clear for both you and your staff. This will make for a much better understanding if an issue does arise.

Ensuring that only approved people post for your organization will also help to keep your organization protected. Implementing a training session for those select individuals helps to solidify strict control of your organization’s identity. Each employee tasked with social media updates should go through a training session before posting anything.

Your policy should also include the standard operating procedure to get approval on a post. Ensure that the employees tasked with message approval are able to reply in a timely manner and make sure that your approval process is clear to everyone within the organization. One of the caveats of this approval should include verifying that the post is relevant to your target audience.  

Keep an eye out

Monitoring all social media accounts is the only way to ensure your organization is being portrayed the way you want it to be. Having a team or a manager in charge of monitoring these pages can help to prevent mishaps or misrepresentations. There is also social media monitoring software that is available if there is no time for manual check-ups.

It is also extremely important to monitor comments or other content that is posted to your pages. Feedback is always important to the success of an organization; it is important to remember to take immediate action if there is an unacceptable post to your page. For example, if a follower posts an inappropriate picture to the organization’s page, this picture should be removed immediately.

Be sure to monitor all social media platforms for mentions about your organization. It is important to see what the public is saying about your organization. It can help the organization make adjustments and gather free feedback. It is also important to respond to relevant comments and mentions.

Respond Quickly to Followers

In any organization, there will be members of your target audience who are unhappy at times. If these people are posting on your organization’s pages, it’s crucial to be attentive and handle your responses in a sensitive and timely manner. If appropriate, ensure that your response addresses the concern of the individual and offers a solution within a specific timeframe. Take negative conversations off-line as quickly as possible, making sure you demonstrate onsite that you’re working swiftly to resolve the issue. Organizations should not respond to negative comments exclusively – make sure that your social media team also addresses positive feedback as well.

There are many risks that organizations face when they’re involved with social media. Developing policies and standard operating procedures that all employees are aware of is an essential element when it comes to social media success. Building a social media presence is a great way to improve your ROI; having well-trained and well-prepared employees managing and monitoring your social media engagement is necessary to reaping these benefits.  

Who are you following?

When was the last time you looked through the people and organizations that you’re connected to via social media? To align your social media efforts with your business goals, it’s important to find ways to engage the people and organizations that can help you achieve those goals. Refreshing and replenishing your connections can be an important step in that process.

Selecting the Target

It helps to go through and categorize your followers and rate them high to low depending on their possible engagement. Making it simple by putting them in three categories of high engagement, medium engagement, and low engagement will allow for a better understanding of content that will generate the most pick up on social media.

To define each category, it is best to see how active each person is on social media. Here are a few things to look for when determining engagement:

1.    Is this customer reposting frequently? If so, what types of posts are being reposted?

2.    Do they have other social media pages? If so, which ones?

3.    Are they active and engaging with other organizations? If so, what types of posts (pictures, video, contests)?

The information that you find should become part of any future campaign involving social media. This will help to ensure that your posts become attractive to the right audience. Remembering to stay engaged with the customers directly is important.

Follow the Followers

Take a look around different social media platforms. Is your target market really all over Pinterest? If they aren’t, then why are you? Make the most out of social media by making sure you are on the sites that your target audience is involved with! So many organizations are on forms of social media they do not need to be on. It is a waste of time and resources.

Instead of being on every platform, take on one or two and be strong in that area. Be an engaging leader for your customer base. Knowing the content that’s most appealing to your audience can lead to new followers that can become strong influencers on your social media pages.

Make it Count

Getting a post to really jump out at someone is great. Getting your social media targets to talk about your posts is pure gold! When someone shares your post, your reach obviously becomes much larger. If you can reach new potential targets, your social media campaigning will become much more effective.

Engagement is a two-way street. If there is a post from an engaged follower, like it! This helps that one person know that your organization wants to be engaged with its clients. This little gesture will help to give a face to the organization. It also gives your organization a little bit of notoriety among that person’s connections.

Creating content that will engage the right audience can ultimately lead to new followers and clients for your organization. It will make your brand unique and a target destination for followers. Making the most of every aspect from posts to followers makes for a strong social media platform that can be used in all marketing campaigns and will generate a strong ROI for your organization.

Use Social Media to Generate Business Leads

Social media has become the way of the world. People all over the globe use social media in some way. It is not just individuals, either; organizations are all over social media sites. The question for organizations is how to turn social media into a good return on investment. Social media helps you engage with your audience, build a ‘corporate personality,’ and communicate directly with your audience – but the most powerful social media pages also generate business leads and inspire sales. Leveraging social media effectively can help you to make a good impression on both your current clients and potential clients – and inspire them to do (more) business with you. Every day, organizations and their target audience are directly interacting through social media. Here are some quick tips that could help you turn your social media visitors into quality leads.

Make Your Page Shine

Signing up for Facebook, Twitter and LinkedIn is a start, but each page needs to show your organization in a consistent way. Make sure each page is reflecting consistent messaging to your target audience. It is important to make your page unique; that can be done using specific types of content, including enticing visual images.

With so many different organization and brand pages, being unique is difficult, yet vital. An example of a Facebook page that does that very well is The Federal Trade Commission  -- this organization does a nice job of making an impression on first sight. The picture of the building is visually appealing. The site has a lot of visitors and followers, building on its interactions with interesting posts designed with their followers in mind.

Posts and Content Make Connections

Posts are the way that organizations show people who they are. They are a way to relate and engage your audience – quality posts can really attract a good following to your organization.

Here are a few quick tips for posting:

·      To generate a good post, remember who you are trying to reach. Each post is a building block to demonstrate your credibility and knowledge of your given field.

·      Direct your followers to your content. If there is an event or news that the public should know about, post it! People want to know what is going on.

·      Creating contests is a good way to build interaction and get your customers and followers’ contact information. It allows the customer to feel involved while also providing a good way to secure lead information.

People follow your organization to see what the organization finds important and to personally engage with the organization. It makes them feel involved and it helps your organization build recognition with the followers.

FedScoop is a great example of using social media to promote content and build credibility. They give their readers the top government headlines of the day in a quick and informative manner. They understand that not everyone is going to read an entire story; they use social media to quickly inform their readers of the government headlines they need to know about.

Let your followers know you are listening

Responding and commenting on your followers’ feedback is important to build trust. It will help to create a strong conversation with the customer. It lets the customer know that they have a voice when working with your organization and that their input is taken seriously.

A good example of a way that customers and organizations interact is Federal News Radio. Not every post has a comment on it, but when there is a meaningful conversation or something to add to a recent post, they do a good job of interacting and following up. This lets you know instantly that someone from Federal News Radio is interacting with their readers directly.

Promote Your Pages Everywhere

Getting others to follow your pages is an important way to leverage social media. Make sure to let others know that your organization has and uses social media. Put social media symbols in an email signature and on your social media sites. Have a link at the bottom of emails linking to your social media pages. Make sure that everyone has an opportunity to find your company on every social media page you have. If no one knows that you have a social media page, no one will follow it.

It is important to remember that there is not a limit to the number of followers an organization should have. The more people who follow your page, the more people hear what you have to say, but quality is more important than quantity – don’t post kitten videos to get followers; only post content that is relevant and of value for your audience in relation to your organization. It is important to monitor what your organization is saying on all forms of social media. Responses and comments should be made quickly and should be well thought out.

Building a relationship with your customers doesn’t just happen because you’re on a social media site - it takes time, creativity, consistency and commitment – just like anything else that works well in business. The advantage is that you can reach many people quickly and relatively inexpensively, providing a broader canvas that also encourages one-on-one attention and interaction. Use social media effectively, and you can build not only your organization’s credibility and reach, but also its source of quality business leads. Social media gives your organization a direct link to your customer – be sure to use it well.