How to Use Video for Social CRM - dummies

How to Use Video for Social CRM

By Kyle Lacy, Stephanie Diamond, Jon Ferrara

Video has become a very important content format for social media users and Social CRM in the last few years. Its impact on the web is enormous. In February 2011, comScore Video Metrix released the following data about online video viewing:

  • 82.5 percent of the U.S. Internet audience viewed a video online.

  • U.S. viewers watched online video for an average of 13.6 hours per viewer in February 2011.

  • The average video was 5.1 minutes.

Most people like the idea of using videos. The problem arises when you have to shoot videos. You have to figure out answers to all sorts of questions. What should I shoot? How should I do it? Unless you outsource videos or work in a company with a video studio, you’re going to learn more about taking video than you ever expected.

Before the bandwidth and technology for online video became available, businesspeople and users alike eagerly anticipated online video. Now that it’s here, everyone is hoping to launch the next viral video (as long as it goes viral for a good reason, not because it’s a PR disaster).

Your customers can view your videos in two main ways:

  • From a link: If you want to link to a video, you must first upload the video file to a site. Then, you can link to a video in almost any e-mail, blog post, tweet, or other social media message box. The link points to the video’s Internet address. When the viewer clicks the link, he watches the video on the site with the video file.

  • Embedded: The other way your fans can view your video is directly from your website, as David Siteman Garland does in his blog The Rise to the Top.

    You can also embed the link from YouTube and send it via e-mail or other source to be viewed. You still need to upload your video file to a hosting site before you can embed the video. Instead of clicking a link, your viewer clicks a Play button to see the video, or the video can play automatically when a visitor lands on the web page that contains the video.


You can create videos to serve a variety of business purposes. Consider the following:

  • Marketing current products

  • New product announcements

  • Advertising

  • Interviews

  • Customer service

  • Training

  • Conference activity

After you decide what to create, figure out how to proceed. Depending on what you’re shooting, you can use a relatively inexpensive video recorder or even a smartphone. When you want to grab an interview with someone on the fly, these devices will suffice. If you’re recording a more formal event such as a speaker at a conference, you’ll need a more professional rig that includes a good microphone.