social media roundup/9 tricks of the trade: getting the most out of video hosting services
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In this week's Social Media Roundup, we examine nine ways to get the most out video hosting services. Video tells a story in a way that a simple Tweet or Facebook post can’t. Video hosting services like Vimeo and YouTube help units around the Army put out information in a dynamic and digestible manner, but using these services effectively can be a challenge. These nine tricks will help units become more successful using video hosting services whether they have a team of broadcast Soldiers, or just one Soldier with a Flip cam.TRANSCRIPT
Social Media Roundup
9 Tricks of the Trade: Getting the Most Out of Video Hosting Services
Social Media Roundup
AgendaThis week’s Social Media Roundup offers 9 tricks that can help make your unit’s YouTube and Vimeo channels more relevant and more effective.
Introduction Keep it short Use tags Build subscriber base Use channel in crisis communications Upload often Allow comments Cross promote Make the most of what you have Uses analytics tools
Social Media Roundup
The power of video Video tells a story in a way that a
simple Tweet or Facebook post can’t.
Video hosting services like Vimeo and YouTube help units around the Army put out information in a dynamic and digestible manner.
Units are encouraged to use video hosting services to get messages out, but it’s important use these services effectively.
Here are nine tricks of the trade that will help any unit with a YouTube channel or a Vimeo site take advantage of the power of video.
Social Media Roundup
Tip 1: Keep it short Online video audiences expect quick,
digestible bites from YouTube, Vimeo and other video hosting services.
In some units, commanders may want you to post full speeches or full ceremonies to YouTube, but it’s better to cut video content into sections that are just a few minutes each, or focus on key points instead.
Since YouTube videos receive an average of 2 billion views a day, and the average user watches 15 minutes of YouTube videos a day, it’s important to get straight to the point with your videos and try not to post videos that run for more than five minutes.
Social Media Roundup
Tip 2: Use tags Tags are important when
using video hosting services like YouTube and Vimeo. They help make the video more searchable and easier to find.
Every time your unit loads a photo, make sure to tag it with the unit name and the location of the unit.
“U.S. Army” and “U.S. Soldiers” are common search terms, so use those terms as tags. This will bring in more users looking for your videos.
Social Media Roundup
Tip 3: Build subscriber base It’s important to build a strong subscriber
base, because these people are typically your target audience. Those who subscribe to your channel want to see your information on a regular basis.
On the Army’s YouTube channel, the most-viewed videos get over 50% of their traffic on the day the videos are posted. The majority of this traffic comes from those who subscribe to the Army’s channel.
One way to encourage subscribers is to subscribe to other channels and subscribe back to channels if they subscribe to you. Be mindful of which channels your unit subscribes to though. It’s advised to subscribe to official channels only.
Social Media Roundup
Tip 4: Use channel in crisis communications Video hosting services like YouTube and
Vimeo are often used for more than simply providing unit updates, they assist in crisis communications.
On the left is a video released by CJTF-82 in Afghanistan showing a weapons team engaging insurgents in Paktia province. This video was released to counter incorrect information distributed by the Taliban claiming that Americans had randomly killed innocent civilians.
By building a strong subscriber base and by establishing a video hosting service as a place to find the most current information, channels like the one on the left can help a unit manage a crisis effectively.
Social Media Roundup
Tip 5: Upload often Uploading often is another way to reward and build
your subscriber base. People won't subscribe if they know they won't get any updates from your unit for weeks or months.
If you don't produce many videos in your shop, see if you can split existing videos into parts for more volume, or see if you can highlight videos from other official U.S. Army channels by adding them to a playlist or the favorites section on your homepage.
Vimeo sites and YouTube channels thrive when they’re rich with content, so be creative. Find ways to express Army and unit themes using video.
Not all videos need to be mission-related, it’s acceptable to have fun from time to time. Just make sure to get command approval before posting any videos not produced by the public affairs office.
Social Media Roundup
Tip 6: Allow comments It’s important that your video
sharing sites allow subscribers and other users to comment on videos, it helps keep the conversation going and it keeps users engaged. But, it’s also important to have a commenting policy.
On the landing page of most video hosting services, you have the opportunity to provide information about your organization and define the intent of the channel. This is a great place to specify your unit’s commenting policy.
The Army’s commenting policy can be found on the U.S. Army Vimeo page:
http://www.vimeo.com/usarmy
and on its YouTube channel:
http://www.youtube.com/user/soldiersmediacenter
Social Media Roundup
Tip 7: Cross promote YouTube videos shared on the Army’s
Facebook Page or video links shared through Twitter obviously get a lot more views than ones that aren't featured anywhere.
Followers of text-based networks (Facebook, Twitter, etc), are also likely to appreciate a good multimedia post from time to time. Mixing up the content you post on these platforms helps keep the site fresh and helps drive up your video views.
Make sure you have a good feel for what your Facebook users and Twitter followers want to see, then pick a video you think will appeal to their interests.
Social Media Roundup
Tip 8: Make the most of what you have Not all units have a broadcaster. Not all
units have expensive video equipment. But that doesn’t mean they can’t have a YouTube channel or a Vimeo site.
Video hosting services are full of amateur videos filmed with Flip cams and phone cameras. Flip cams can be used for interviews and can also be used to record brief dynamic coverage.
Flip Cams can provide high definition quality videos and can also be used with a tripod to improve quality.
Don’t be afraid to use video sharing sites. As long as OPSEC is the first concern, using Flip cam coverage or raw video of training exercises can make for some great content.
Social Media Roundup
Tip 9: Use analytics tools Make sure to use the insights tool,
or at least pay attention to which videos are getting the most views.
If you are not making the videos, this is a good opportunity to tell your broadcast shop what is resonating well with viewers.
Topics that do well on the Army’s YouTube channel include military history, videos including controlled Army explosions and features on high-tech equipment.
It’s important to upload meaningful command news, but there's a chance you can lead users to the news and information they need through videos they want to see.
Social Media Roundup
Contact information
Have questions? Please feel free to reach out to us at the Online and Social Media Division
OFFICE OF THE CHIEF OF PUBLIC AFFAIRSPENTAGON
3/30/2011
Email:[email protected]
To review and download past editions of the Social Media Roundup, visit our Slideshare site at: http://www.slideshare.net/usarmysocialmedia. All Social Media Roundups are authorized to be distributed to a broader audience.