Are you ready to become
the Howard Stern of your
The raunchy radio shock
jock once famously proclaimed himself
“The King of All Media.” While no sane
man would recommend mimicking
Stern’s brand of off-color storytelling in
the workplace, corporate videographers
would be well-advised to recognize the
value that comes from delivering value in
multiple forms of media beyond video.
In today’s business environment,
video does not live in a vacuum. It is
merely one type of data that executives
can leverage to communicate their message.
And video is more meaningful
when it is combined with other media
elements to deliver that message in a
more engaging way.
The emergence of corporate multimedia
already has manifested
itself in the form of webcasts
that combine video with
PowerPoint slides in a way
that allows presenters to pair
their words with on-screen
supporting graphics. Sprinkle
in the ability for viewers to submit
questions or respond to onscreen
polls, and you have a venue
that truly showcases the “multi” in
But if you tell me that you already
are a master of corporate webcasting, I
will tell you that your Howard Stern-ish
transformation is not yet complete. No
domination of the media world today is
complete without a thorough command
of social media as well. The importance of
this cannot be overstated.
Like any worker, your long-term success
hinges on your ability to convince others — both
inside and outside of your organization — that your skill
is important and creates value. For video professionals,
that naturally means you have to get your colleagues
excited about using video more frequently in a wide array
Social media is a stealth tool that you can use to identify
executives who may have a greater affinity for video
than others in your organization. Simply put, executives
who use social media applications for business communications
are more likely to view business online video
In a survey of 1,007 corporate executives conducted
by Wainhouse Research in the fourth quarter of 2013,
18 percent of all respondents reported that they viewed
online video for business uses at least once a day. That
percentage of daily video use increases dramatically
among subsets of the survey group that actively use social
Among survey respondents who say that they create
Facebook pages for use in their business life, 36 percent
report that they view business online video on a daily
basis. Likewise, even those who take the basic step of
subscribing to a Twitter feed show a propensity for online
video adoption. Among this group of Twitter subscribers,
34 percent report daily viewing of online business video.
Social media can be your shortcut in identifying the
individuals in your workplace who are most inclined
to experiment with new forms of video content and
video production. After all, active viewership of online
video historically has correlated with increased executive
involvement in creating videos of their own. The
idea here is that — once executives see the technology
in action — they begin identifying new ways to put it to
work in their own daily activities.
More video equals more work for video professionals.
So, if you have not begun teaching yourself the basics of
social media yet, the advice from this corner is to begin
familiarizing yourself with these applications that can
expand your horizons beyond the world of video.
For videographers, enhanced knowledge of social
media can have multiple benefits. Not only does it help
you uncover internal video champions, but also many
see it as a way to draw larger audiences when you take
your organization’s video to the outside world.
Seven out of 10 executives surveyed by Wainhouse
Research in the fourth quarter 2013 say they believe
that social media is a tool that can successfully be used to boost the audience for live online
video business events. Bigger audiences delivered by social media will encourage executives to
use video even more as they experience success in using the venue to disseminate their message.
The bottom line we pull from the research data is clear — even if it may seem counter-intuitive:
Specializing in video will not maximize your success as a video professional. Rather,
familiarizing yourself with the worlds of Facebook, Instagram, Twitter, LinkedIn and the myriad
of other social media applications will open new doors to identifying pockets of video interest
within your organization.
Do this and you just might become “the King of All Media” in the eyes all of your colleagues.
That’s quite a title to earn, but — unlike Howard Stern — you can do it all without uttering a
single four-letter word.
Steve Vonder Haar is a senior analyst with Wainhouse Research and can be reached at firstname.lastname@example.org.