If there is one thing that social media calls out for it is more than words. Whether it is audio, photographs or video all of them bring an important additional dimension to the interaction. But of all three elements it is video that has the biggest impact.
Video can be used to signpost to an initiative or website, to provide some vital advice or just to talk direct to followers. You don’t have to be a big corporate body to make the most of footage that can enhance your followers experience. If you are using Twitter or Facebook then why not use video to build on what you are talking about.
The video doesn’t have to be of Spielberg proportions. It can work best when it is just done with a mobile device with all the amateur film-maker traits. Why can it have such a big impact?
Video is more engaging than the written or spoken word. If it wasn’t then no-one would watch television and we would have all stuck to listening to the radio. We didn’t and the reason is that moving pictures can draw you into a different world.
It presents an opportunity to demonstrate something to show people what they need to do. It may be alright to say that a system works in a particular way but if you can show it then it has a much greater impact.
And with the developments in modern technology anyone can produce acceptable video with mobile phones in a way that would have been thought impossible 10 years ago.
But the thing that has had the biggest impact on the development of video has been the arrival of social media. For the first time there is a way of circulating video footage to millions of people from the comfort of your home. You make it available to your friends and followers, and if it is any good they will forward it, and so on and so on. The end result is video that goes viral and moves from the local to international in a very short space of time.
If this is the case then why do so few public sector organisations maximise the use of video, photographs or audio on their Twitter feeds and Facebook pages? Is it because these things are thought to require specialist staff and equipment? Could it be that there is central control over all these things that prevents frontline staff using video or audio? Or is it because they just haven’t seen the opportunities that exist in enhancing the social media experience? You decide.