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Choosing one or more platforms

From: Up and Running with Online Social Video

Video: Choosing one or more platforms

Now that we've gone over some pros and cons of these various platforms both in terms of technology and social aspects. I want to speak about choosing the platform or platforms that's right for you. First, given all we've been talking about, it's important to understand your goals. People share video online for all kinds of reasons. Your goals will determine what platforms are best for you. If you're more of a creative artist or filmmaker you might get a lot out of the interactions that you have on Vimeo. If you're mostly talking to family and friends, if you don't have complicated technical needs.

Choosing one or more platforms

Now that we've gone over some pros and cons of these various platforms both in terms of technology and social aspects. I want to speak about choosing the platform or platforms that's right for you. First, given all we've been talking about, it's important to understand your goals. People share video online for all kinds of reasons. Your goals will determine what platforms are best for you. If you're more of a creative artist or filmmaker you might get a lot out of the interactions that you have on Vimeo. If you're mostly talking to family and friends, if you don't have complicated technical needs.

You might just stick to Facebook as your one and only platform and so on. Given the pros and cons we've gone over, if you cross reference those with your goals. You should be on a good path to picking the right platform or platforms for you. Next think about the user experience, there's a lot of literature on user experience design. Also called information architecture and sometimes called media architecture in this context when we're talking about a lot of video and multimedia. The whole idea is to put yourself in the shoes of the user and think about how they'll experience your content.

Rather than all the things that you already know or how you want them to experience your content. There's a lot of information about user experience design on the lynda.com library. In particular, there's a title on sitemaps and wireframing with Omni Graffle, which are two of the most common diagrams that help you design the user experience. I like to think of our web presence like a footprint. There's a lot of literature about how the traditional website has gone away in favor of having a presence on various social networks.

I think of this whole concept as a footprint. And I'm not saying that you shouldn't have a dedicated website or blog. What I am saying, is that you should think about your strategy for online social video, as well as your entire web presence, as a footprint. That goes out over various URL's and platforms and creates this holistic presence that I call a footprint. My last tip is that this decision is rarely just one platform that you post to and stick with forever.

That's why I've been very careful to say that you're really choosing your platform or platforms. Plenty of people use all four of the platforms that I'm focusing on as well as others such as Pinterest, and Tumblr, and etcetera. It's not unusual to see someone post the same thing on twitter as they do on Facebook. And that something might be a YouTube video, that also exists on the YouTube site. As long as this is all done with intention and thinking about the user's experience, it may, in fact, be a good choice. In fact, I think integration is key, but, again, planning that integration is key. For example, I like to use multiple platforms, but I rarely like to use the deep integration between them.

That automates posting, so I often post a Vimeo video to my Facebook. But I don't set up Vimeo to post automatically I prefer to make my Vimeo post check it, tweek it as necessary. And then post it on Facebook at the time and in the way that I choose to, same thing with twitter. Sometimes it's better to use one platform at one time of the day, and another platform at a different time of the day. There's a lot more information on the technology of doing this in the essential training titles on each of these platforms.

The strategy for this is in some advanced courses but also largely up to you once you think about all of the things on this list. Your goals, the user experience. Your footprint and then ultimately your integration. I hope this gives you some good tips for making this important decision about which platform or platforms to use for your online social video.

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Up and Running with Online Social Video

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Jason Osder
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