Once you have added New Media to your marketing program, or perhaps used it with internal audiences for training or management information, the next step might seem to be adding video. But don’t be too hasty. What's needed is some careful thought about your marketing and communications goals, and an evaluation of your overall social media marketing program. Make sure you have the bases covered with content other than video before you make the leap.
Remember that the overall goal is to focus your efforts around using social media promotional tools to reach an involved community, creating and distributing good content. You might incidentally mention your product and services, but you must insure that your content offers value to that community and fits within the overall conversation within your industry. Adding video to your content mix is not an automatic road to higher engagement. It could be a fast track to over-reaching expectations, expense, and frustration.
If you've structured your program correctly, you are already off to a slow yet dependable start. You are publishing regularly, often enough to get noticed (weekly or bi-weekly), in a format and length that begins to allow an audience to build around your offering. Blog posts, infographics, PDF White Papers, app notes and ebooks are all forms of content that can be cross-promoted. Audio podcasts need to be delivered within a stream of other types of content that are of interest or value, and video content will need to complement that content and fit within your overall communications plan.