Amy Philips Haller“But these go to 11!” – Incorporating YouTube into Media Strategy

By: Amy Philips Haller In: Social Media| Social Networking

25 Aug 2011

I am still amused every time I hear Nigel Tufnel, the string master from the cult classic Spinal Tap, describe his legendary amp. Unwilling to settle for volume levels maxing out at 10, Tufnel made his knob numbers go to 11. Simply put, the fictional guitarist wanted to take his playing to the next level.

Taking it to 11 should be at the forefront of everyone’s mind. As a social media consultant for a small-town Pennsylvania library, I often find myself turning up the volume on ideas. Luckily for me, management is forward thinking.

Over this last year, the Andrew Carnegie Free Library and Music Hall has embraced social media. The organization has even created a channel on YouTube. Many fears are associated with this particular networking option:  We have no one to produce the videos. How would we edit them? What would we say? This will be complicated! As a result, people shy away from this part of social media, and it simply isn’t necessary-unless of course, you are willing to settle for 10.

Let’s address a few fears right now.

1. You don’t need fancy equipment. You need only a digital still camera with a decent video function.

2. You don’t have to be a video whiz. There are FREE user-friendly editing programs on Mac and Windows.

3. You’re not producing a feature-length film. The videos don’t need to be any longer than 90 seconds-the length of a typical news story.

4. It doesn’t have to be complicated. The subject matter should be simple-quick sound bites from happy patrons or staff comments.

Consider YouTube the home base for your cyberspace PSA. Premiere it on Facebook and increase interest via e-mail blasts. Then, strategically push your content to the right channels (especially those with a high number of subscribers and friends).  Find others with similar interests. For example, if your focus is on history, look for other similar channels. Who knows?  They may share your videos with their subscribers! Your cyber PSA is a visual tool that also will spark blogger interest. I have discovered they like to post videos on their pages.

Here’s an example:  The library hosts a Civil War Living History Weekend every year.  This year, we created multiple promos and posted them on YouTube. We sent the information to bloggers, newsrooms, other YouTube channels, Pittsburgh interest groups, and Facebook fans. Over time, we found our video popping up on different sites.

In anticipation of the Pittsburgh Foundation’s new Day of Giving event in October, we produced a video that will give potential donors an intimate look at the library and music hall. So far, we’ve done nothing to push it, and it is already making the rounds to blogs, cell phones, and Facebook fans. Our hard work at building relationships this year has paid off.

Overlooking YouTube as a key factor in your social media strategy is like working from an amp that goes to 10. It really doesn’t have to be complicated. Take it to 11!

Amy Philips Haller is a social media consultant and freelance writer.

1 Response to “But these go to 11!” – Incorporating YouTube into Media Strategy

Daniel Chavez Moran

August 26th, 2011 at 3:21 pm

I’m a big fan of YouTube and other social media platforms (Dailymotion, Scribd, etc) for driving philanthropic efforts as well. Getting your content in front of as many people as possible can only be a good thing.

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