In 2009 I wrote about why video blogging hasn’t taken off (at least, not at the scale of text-based blogging). The essence of the thread wasn’t to bash video. Just the opposite, video is an exciting and dynamic medium: if a picture says 1,000 words a video says 10,000. The thread simply shared some of the inherent limitations of video, such as:
Remember that company Vitrue? I’ll jog your memory – they’re the ones who made the hilariously inaccurate Facebook ROI calculator. They’re also the ones to proclaim a no-better-than-random valuation of a fan on social channels. Despite making social media management software I still don’t think they get social.
Quora has started to catch quite the buzz lately thanks to posts from smart people like Louis Gray and the early adopter crowd. I’ve been an observer for awhile but not a participant other than creating a page to test-drive the app. Why? Same reason I don’t edit sites like wikiHow. Because I already contribute content (for free, purely to help others) in self-hosted communities I’ve built for years.
Mitch Joel has a fantastic post communications professionals should read asking 6 key questions you must address to win 2011. Question 1 is really the most important and defines the difference between companies that will actually see a results vs. those still stuck on the wrong side of the digital divide:
Most social sites have elements such as direct messages features, app requests, event invites, etc. that allow users to ping others directly. This is not something unique or special to Facebook and Twitter, rather platform pings have been an integral feature of social sites since boards and forums reigned supreme. And since then, they’ve been abused.
Today’s post is a simple concept, but one I still think people miss. You need to build your community before you need them. When your company has news, a product launch, an event or something they want to spread via users socially – it’s way too late. Unless you already have a community built. While interesting news can definitely help a brand grow it is no longer your bread and butter.