A Free-Reprint Article Written by: Enzo F. Cesario
Article Title:
Almost There - YouTube and Social Networking
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Article Description:
Part of innovation is the combination of ideas. The
telephone wasn't strictly a new concept; electrical
transmission of messages existed in the telegraph, and the
transmission of recorded sound existed in the phonograph.
Combining these two technologies is what led to the
telephone. This is also the path much of the Web seems bent
on taking, combining and integrating services, and YouTube
seems to be no exception.
Additional Article Information:
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885 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2010-07-29 10:00:00
Written By: Enzo F. Cesario
Copyright: 2010
Contact Email: mailto:ennzo.f.cesario@thephantomwriters.com
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Almost There - YouTube and Social Networking
Copyright (c) 2010 Enzo F. Cesario
BrandSplat
http://www.Brandsplat.com/
Innovation doesn't wait for anybody. It's a constant, vital
force, thriving on new ideas, new interpretations of old ideas,
and a deep desire to understand the next important step. This
generation has been defined by its technological advances, and
the creation of a global society on the Web. This society is as
complex and dynamic as any physical city or province, and has
become the important battleground of ideas for the foreseeable
future.
YouTube has played a vital part in this process virtually since
its inception. In less than a decade it has grown into a tool for
political discourse, a venue for amateur filmmakers and artists
to showcase their talents, and a means by which the common
citizen opposes tyranny by posting film of those abusing their
station and authority. Without a doubt, it is one of the major
forces in modern innovation.
Part of innovation is of course the combination of ideas. The
telephone wasn't strictly a new concept; electrical transmission
of messages existed in the telegraph, and the transmission of
recorded sound existed in the phonograph. Combining these two
technologies is what led to the telephone. This is also the path
much of the Web seems bent on taking, combining and integrating
services, and YouTube seems to be no exception.
YouTube's designers have, for example, pledged to implement more
Social Networking functionality in future versions of the site.
They also set up a new interface that focuses on Playlist content
rather than individual videos. What other ideas may be unveiled
is a mystery, but while the Web is waiting for more concrete
information there are a few steps that can be taken to integrate
YouTube into an existing social media program.
Step 1 - Familiarize
Whoever said 'familiarity breeds contempt' only had part of the
story. Yes, being exposed to something consistently can cause
someone to gloss over or underestimate its value. On the other
hand, being intensely and exceptionally familiar with a process
or a tool can open up many varied ways to understanding it.
Consider the humble knife. On the surface it's made to cut,
either as a tool or as a weapon. However, if the blade is heated
up it can sterilize a wound. Knives with a strong enough blade
and enough surface can be used as screwdrivers, or to pry open
containers. Or think of a car engine. The average user can
probably learn enough on their own to keep it running in
reasonable condition, but someone familiar with the specific
model type in front of them can get exceptional performance out
of the machine.
To this end, become familiar with YouTube's new layout. Learn
how to put together a playlist, and look at how the rating and
comments systems display themselves. Examine the interface
aesthetically; does your channel warrant a flashy, playful
background, or does it need something more conservative? Spending
time with the site on a regular basis will begin to fill in your
understanding, and allow you to innovate when it's really
needed.
Step 2 - Observe
There is a saying that, "All good ideas having already been
discovered, what remains for the innovator is to borrow
judiciously." No one has all the best people, and no one has the
strongest notions under monopoly. Select YouTube channels that
are performing well, and try to discern why. Consider the quality
of comments available, and the presentation of videos.
Note, however, that this admonition is to observe, not to
imitate. Yes, feel free to borrow a good idea or a presentational
technique that will work with your group. However, your group is
not the same as any other. Don't try to slavishly duplicate
another organization's technique or content. You will be called
on it, and despite its penchant for hyperactivity, the Web tends
to have an incredibly long memory for failure.
Step 3 - Discourse
As mentioned, YouTube's designers intend to implement greater
social networking functionality. What's interesting is that
there is already a limited sort of social networking already
present on the site, in several forms.
The first is in the comments section for each video, and for
channels. People can leave the feedback they feel is relevant,
and they do so in staggering numbers. It's not uncommon for even
unremarkable videos to garner thousands of views and comments,
some of them profitable and others drivel. The trick is to use
the social media techniques that work elsewhere to cultivate the
image you wish. Converse with them, share ideas and give hints
about upcoming projects, and do what is needed to gather their
interest in your channel.
Second is the 'reply to' style of video. In short, one party
will make a video, and another party who sees it will create a
second video and flag it as a response. This can be done for any
number of reasons, ranging from tribute and commentary to
rebuttal and confrontation.
This is an excellent social marketing tool, as it creates a
'link back' friendliness. Respond to a video you found
interesting, and you will send at least some of your audience to
that video, increasing their numbers. They may return the favor,
or the site may simply link your video in the search function as
a related topic. Either way, your traffic increases, and your
message gets out.
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Enzo F. Cesario is an online branding specialist
and co-founder of Brandsplat, a digital content
agency. Brandsplat creates blogs, articles, videos
and social media in the "voice" of our client's
brand. It makes sites more findable and brands more
recognizable. For the free Brandcasting Report go to
http://www.BrandSplat.com/ or visit our blog at
http://www.iBrandCasting.com/
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