Are you getting a good ROI on your company's use of Social Media?

When people think of investments, especially in terms of Return on Investment, typically you think of an investment in monetary terms. In the case of your company's use of social media you may think you don't have a large monetary investment in your use of Facebook, LinkedIn, Twitter, etc...but you, or your company in fact does.

The old adage goes; "Time is Money", and use of social media can easily be a time killer. And if you are paying someone, or you're getting paid, to manage social media sites...time is indeed money.

So it goes back to the question, are you getting a good ROI on social media? Does a "Like" on Facebook or a new follower on Twitter turn into a loyal client (do loyal clients still exist)? Is the boss pressuring you to "monetize"the social media experience? It all comes down to content. What content are you providing your followers? Are you offering industry tips that will aid them in their business, or are you talking about yourself all the time?

We have seen social media as an extremely important asset to our business in maintaining communication with clients and keeping ourselves "top of mind" so that when there is a project they think of us as well as attracting new clients who would have otherwise never heard of us. As a video production company, the use of video on Facebook, Twitter and Youtube have proved to reshape our client's end use of the product we produce. Just a few short years ago 100% of our non-broadcast work would be delivered on DVD. Now about 90% of our finished work ends up on some social media platform, giving clients compelling content for their followers.

When diving into the pool of social media, consider first your message, give people information they want and need, be sure to throw in a little humor and personality.. and the rest will follow.

Know your video format

I recently was on a production where the client wanted the shoot to be in 4:3 (more on that later) letterbox format. Consumers have become familiar with letterbox of course from DVD's and commercials that have the black bars on the top and bottom of the frame. This gives a commercial a more cinematic look. Also as more people are purchasing wide-screen TV's the letterboxing has become more familiar.

The shoot went well, footage looked great. We got to the edit a few days later and the client was having second thoughts about the letterbox. "I'm not sure I like the black lines on the top and bottom of the screen" he said. I gently reminded him that we discussed this prior to the shoot and he decided he liked the look at that time. His comment "But I'm paying for the entire screen, I want to use the entire screen". Now, I should point out, that most productions go very smooth without a hitch. Then you get clients like this. He wanted the black bars off the screen and wanted full video. There are options for this but none of which were economically viable. We compromised and he ended up, against my recommendation, to fill the top AND bottom of the screen with too much text, it made a classy commercial look cheap in my opinion.

The lesson to learn here is know what you want going in. Most video productions at this point should be shot widescreen. What will happen is that viewers that have a widescreen (16:9) TV will see the image full on their TV's. People that still have the older TV's (4:3) will see the image squeezed down with the black bars at top and bottom. Without getting too technical, you see the black bars because the image is being compressed or "squeezed" onto the screen so that you can see the whole image that was shot, if the image wasn't squeezed down, the left and right sides would be cut off because the shot is wider (16:9) than an old style TV (4:3). Now what are these numbers? they are simply ratios 16:9 (or 16 by 9) is the screen ratio for a widescreen TV while 4:3 (or 4 by 3) is the ratio for a older style "square" screen TV.

Now this is totally different from the "SD" or "HD" options. The details could fill a book but will keep it simple here. SD stands for "Standard Definition" think old style TV's while HD stands for "High Definition" think all the new Widescreen TV's you see at Wal•Mart. I would highly suggest that your productions be shot in HD. In some markets this costs more than standard SD. In my opinion this is a marketing ploy that video companies do because jsut a few years ago it did cost a great deal more to produce video in HD. In our case we don't charge a premium for HD over SD, all productions have the same price point.

Here's the bottom line to keep in mind: If you shoot HD your video will look good on all TV's, old and new. If you shoot SD, your video will look great on a old style 4:3 TV but will not look as good on a new 16:9 widescreen. If you own a widescreen and you've noticed some programs or commercials go from widescreen to a smaller square picture and they don't look as sharp, it is because it was shot in the older SD format.

chris AT take2visualmedia DOT COM

What to consider when producing a video or commercial

The world of video and film production has changed dramatically over the last few years. As little as five years ago if you wanted a quality video production to market your company, musical band or product you would have to spend hundreds of thousands of dollars to produce a professional video then many thousands more to get that video in front of people.

That's all changed now. With the advent of digital video cameras and non-linear editing on computers, the costs of producing a video have come down dramatically. And with sites like YouTube you can be available to every computer in the world in a matter of seconds (with the right linking of course). In my career of over 13 years in the video business I've seen a room full of equipment that cost near $250,000 be reduced down to a computer with specialized software at 1/10th the cost.

What you, as a customer, need to consider in this brave new world is the ultimate quality of your production. As stated, equipment is less expensive which is a double-edged sword. What we've witnessed in the industry is an influx of would-be video producers that can afford the equipment but don't have the experience to know what goes into a production. What you end up with is a low end video that most likely won't get your message across and thus cheapens your image.

A good video production starts with a good script.  If you have a bad script you can have Steven Spielberg directing the video and, though it will look fantastic, your message still won't get across . The script then must be translated to compelling images for the camera (via a talented director of photography who knows lighting and composition) which in turn must be stylized by a talented editor.

Along with the script and technical side, there are other things to consider; actors, voice over, music, props, locations....all of these things should be provided by a competent producer. Bottom line, as with any major purchase you make, do your homework. Ask questions. When a production company offers you their demo reel make sure you know what they did on that demo reel (shoot, light, edit, all of the above?). Make sure that you know what you are getting for the money. Good actors cost good money, ever see a local car commercial with good acting?

Get your thoughts on paper (or Word document), outline what points you want your video to make, then work with a good producer that can make that outline even better.  A well produced video or commercial, in tandem with a solid marketing plan, will get you noticed.