John Hope-Johnstone

John Hope-Johnstone


Hello my friend, I hope you are having a great week. As promised in the last post, I want to talk about You Tube and try and fit You Tube and the other video sharing platforms into the overall social media scene. For the sake of this post I am going to use the name You Tube to describe all the video sharing sites on the Web. 

In past posts (please read past posts), I have painted an example of how to understand social media platforms and social networking. It’s an example that you can use to develop your own brand and make sense of this new phenomenon. However, it is not the only pathway, just as all interactions between humans can take many paths. It is but one path for you to consider. 

In past posts we have painted a picture of how; Twitter, facebook, My Space, and other micro-blog platforms can be used to make an announcement, point the way, regurgitate news and have people get to know you in a non threatening manner. 

These micro-blogs can introduce people to your full blog or your e-newsletter. The full blogs, if written properly, can introduce people to a deeper you, your knowledge, where you are coming from, what you believe. 

From there we can use your blog or e-newsletters to introduce people to your Web site which finally introduces them to the business side of your personality. 

In reality the entry point to this social networking maze can be at any touch point and go in many directions. Your Web site may introduce someone to your blog and then into following you on Twitter or becoming a friend on facebook. 

It just helps me to think of social networking in a progression, even though I know it doesn’t happen that way often. The sequence I describe deepens the readers understanding of you, or your brand, through each level of media platforms. 

So where does You Tube fit in? Well You Tube is the flesh behind the tweet, the face behind the blog. It could be said that your video content puts flesh on your skeleton. There is another answer to this question, some people are just plain visual and auditory, while others like to read. 

For about $150 you can get yourself into a reasonably good quality video camera through “flip” video cameras. Small and simple to use and even easier to edit, they can be carried in your pocket. I have a HD expensive video camera and editing suite that I use for big projects but I love my little flip. 

So now you understand that video helps flesh out your personality, your brand. It gives a face and a voice to your blog, your micro blogs and your Web site. If you include it on your Web site it also is great for search engine rankings. 

But what are you going to video about? My suggestion is that it be a short visual expansion of your blog content, so that it is educational and of value to the viewer. 

I do use video to sell my HPR public relations and marketing services and my books and public speaking but those I tend to send privately via email or put on You Tube as a “not for public” viewing video and then embed it into my Web site or blog, but that’s just me. 

If I am speaking to an organization or association then I also offer to send them a short promo video about the speech so they can blast it out to their members via email. This increases attendance at the conference and at my speech. 

One of my Guru’s for You Tube is Perry Belcher although rough around the edges Perry gets his point across in a simple and easy manner. Here are 10 top tips that I use and enjoy: 

  1. You don’t have to be fancy or have expensive editing software, in fact it isn’t trusted.
  2. Talk directly to the people and keep it simple.
  3. Make sure you tell them who you are and how they can get hold of you.
  4. Only cover 3-6 points on the video and remember, You Tube will cut you off at 10 minutes. Keep it under 3 minutes for max attention.
  5. Ask for comments and embeds.
  6. If you are using a white board to present, make sure that your name, URL, Twitter account and any other addresses you want them to follow, is on the top line of the white board.
  7. Thank them for watching, it’s simple good manners.
  8. Use a screen shot of your video and put it in your emails
  9. Embed your video into your blog.
  10. When you Tweet about the release of your video and you use a tiny URL put the URL destination beside it, like this: [My Web] this will increase clicks.

There is a lot more but that will get you started. Remember all of your social networking is a little like a blind date until they get to see your face and hear your voice…and that’s on You Tube. 

However, the Vlog platforms are bifurcating and just like the micro blogs there are 800 lb gorillas emerging and others are biting the dust: 

The Vlogosphere Gets Smaller
As social media-minded executives are well aware, video blogs (or vlogs) have experienced massive growth over the last several years—and it appears a handful of video hosting sites now are dominating the action. According to newly released figures from MeFeedia, a video search engine tracking more than 30,000 sources from across the Web, here’s how the pie currently is divided among the major players: 

1. YouTube (36 percent) 

2. Independent publishers (18 percent) 

3. Blip (14 percent) 

4. Other (13 percent) 

5. Vimeo (9 percent) 

6. MySpace (7 percent) 

7. DailyMotion (3 percent) 

I would appreciate your tips and comments on how you use You Tube or other video sharing platforms. Thanks for reading my blog. 

Next week: How to create your Social Media Strategy 



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