MAD Perspectives Blog

Is Video Social and do we need to Manage these Digital Assets?

Peggy Dau - Monday, January 11, 2010

In early December, I participated in a webinar hosted by North Plains.  The focus of the webinar was about video, social networking and digital asset management.  I want to thank Joshua, George and Robin at North Plains for inviting me to join a discussion that started with basic question.  Is Video Social?

There are two ways that we can interpret this question.  The first is that video tells a story.  The story can be a comedy, a drama, a sporting event, a news topic or a personal moment.  Regardless of the medium by which the video is viewed (TV, PC, cell phone), the story incites a response.  This is the social aspect of the video.  Back in the old days, we had informal chats in the coffee room or by the water cooler to laugh about the latest Seinfeld episode or to exault about the Yankees latest win.  Today, these thoughts and comments are posted and shared in online communities.  We share our stream of consciousness with our friends and colleagues, enjoying the socialization that evolves.

The other perspective is that unless the video is interactive (i.e., video conferencing) it is not inherently social.  Social implies a two way conversation with give and take between the parties.  However, this perspective is weak as their is not requirement for social networking to be accomplished in real-time.  Social discussion can take place over a period of minutes, hours and days.  So, we can agree that video is social.

If video is social, do we need to manage it as we manage our other video assets?  Up until now, Digital Asset Management (DAM) vendors have provided solutions to manage the process (aka workflow) surrounding the creation, storage, repurposing and distribution of Digital Media.  Digital Media is the assortment of photos, audio files, video clips, animations, computer graphics or banner ads created, owned or licensed by a company.  The uses of these assets may be for internal or external purposes. 

Up until now, most of the video addressed by DAM vendors was created by "professionals", meaning the studio, broadcaster, agency or enterprise itself for their purposes depending on their business model or business goals.  However, as video has become "social" it has become less professional and is created by individuals.  How does these businesses incorporate user generated or employee generated content into their DAM system?  The DAM is supposed to be the key to managing their digital assets.

In the end, it comes down to policy and governance.  As we move forward and the creation and capture of video becomes easier and less expensive, there will be increasing amounts of non-professional content used by businesses.  In fact, many are already inviting it (i.e., Doritos).  As companies move forward in using video to educate, entice, inform and entertain, they will need to consider guidelines about how the content will be used, who will see it, how it will be distributed, how and where it will be stored, how it will be consumed, etc.  These companies will need to establish guidelines and educate their content creators and digital asset managers on how to incorporate social video into their DAM systems.

So, yes video is social.  Video will become more casual just as social networking became a more informal method of communicating.  Check out further perpsectives from this North Plains webinar.

What's your perspective?



Why is Networking a 'Dirty' Word?

Peggy Dau - Monday, June 01, 2009

Networking.  What a loaded term. 

Many people have an irrational response when they hear this term.  Combine that with the term “social” and the reaction is more exaggerated.   Dictionary.com defines networking is defined as “a supportive system of sharing information and services among individuals and groups having a common interest”  There are some who consider networking to be a social activity with no measurable benefit.  There are others who consider networking life’s blood.    Either way, by its very nature ,networking is social and it is valuable.

If you mention social networking in an enterprise environment, most immediate thoughts lean towards 3rd party or public social networking sites such as Facebook and Twitter.  A few more seconds may pass and LinkedIn and Plaxo will come to mind.  They, at least, are business centric.  However, the first reaction is, social networking is a distraction to accomplishing your everyday work tasks.  Many executives fear decreased productivity as they imagine employees spending hours on Facebook, MySpace, YouTube or Twitter.

I would disagree.  Networking for mutual benefit has been going on for ages.  Cavemen communicated and shared information through the use of rudimentary sketches.  Seasoned sales professionals use the golf course and favorite lunch spot to solidify business relationships.  World leaders convene to address political, economic and ecological concerns regularly.  Aren’t these all forms of networking?  It is only when we add that word “social” that we think it is personal.  Instead we should think of social as defining the platform.  Social networking is simply networking enabled by platforms that leverage the internet.

We must remember why we network. 

We network to connect.   We connect for knowledge.  We connect for a sense of community.  We network within our companies to understand  what roles others play.  We want to understand when new positions may be available.  We want others to know our ambitions.  We want to find answers to questions about new products, new technology, market trends and more.    We seek interaction.  In company environments that are increasingly geographically dispersed and include office workers and telecommuters, we seek new, innovative ways to connect to our peers.

We network outside the company to drive business, to discover valuable business partners, to leverage complementary products and/or services.  Social networking platforms can be adapted for enterprise use.  Many platforms are used externally already, with more options and uses being implemented every day.  Blogs, wikis, tweets, forums and microsites are used to create communities addressing customer requirements for product information and support. 

The goal is to keep it all in perspective.

Networking, old school or social, is all about how we discover, find and access individuals with knowledge.  As I commence this new adventure called MAD Perspectives, networking is a key to gathering information and making contacts for the business.


This is my perspective, what's your perspective?

[1] Dictionary.com