Please keep your eye on the ball, people. Wake up. Stop letting people tell you gibberish that clouds your minds to the facts, if you’re going to hire them to work for you or even associate them with your brand.
Some people in this space are always “Talkin’ LOUD, and Sayin’ NOTHIN’!”. The funny thing about this is that since for the most part, there aren’t real professionals in ANYTHING strewn across the Social Meda Expert world, the only thing that businesses have to make their hiring decisions on is what people tell them who know only marginally more than they do to begin with.
As an example, let’s look at the video aspect of Social Media. Basically, video on the net is an extension of the fad of emailing jokes to people in the mornings. You would come to work and turn on your computer and there would be several jokes emailed to you from people that thought the jokes were funny. Eventually, this style of passing an email from person to person was termed “viral”, and the goal became to make “viral videos”.
Once YouTube came around and other online video hosts, the natural extension of email jokes was videos of kids falling off of skateboards and breaking their faces or some other kind of goofy, talentless video snippet that caused people to go “Oh wow. That was interesting. I’m going to make sure all my friends see this”.
This garbage became the state of the art in viral videos. People began scrambling and falling all over themselves to duplicate the “popularity” of viral videos, because the more people that saw these things, the more hits they got, and the more hits they got, the more people could sell ads on the pages. The bottom line, therefore, has always been profit.
The other benefit turned out to be “visibility”. People began to incorrectly associate the number of hits a video would get with how “popular” the content creator was. This is obviously ridiculous, because someone could get a million hits for an unedited video of a dog on a skateboard and someone else could get 50 hits for an uploaded news piece that could very well have ran on broadcast television. Once again, “the bottom line” wins out, and the person who can deliver the million garbage hits is seen as more useful, because they might be able to duplicate that on your project.
A couple of problems with this is that a) a lot of the comments on YouTube are negative, so the number of hits isn’t an indication of fans in the first place, and b) a lot of people were “juking their stats” and clicking on their own videos to make it look like a lot of people were watching them when they really weren’t. By juking stats on YouTube, they were able to catch the eye of the people in charge of “featuring” videos (placing them in a list which indicated that these videos were worth watching), which got them even more views. The cycle continued as people would subscribe to the jukers, making it easy for the same people to get featured over and over.
Eventually, people started wanting to use video for business. They didn’t know what they wanted to do, but they knew they wanted to be involved. This led to the question of how to find people that knew how to do videos and the only parameter they had to go on was number of hits or supposed “popularity”. Aiding them in figuring out who was a “good” videomaker was the presence each person had on Social Media apps & sites. Thousands of people cannot be wrong… right? :/
So now, you have several ways to tell who should be doing videos for your company and who should not… Except all of your parameters are based on NOTHING that indicates skill AT. ALL. Since you don’t have any video professionals in the field, there’s nobody that can EP (Executive Produce) your videos. Therefore, the people doing the hiring of content creators are ABSOLUTELY CLUELESS about what a good or even a DECENT video is, the people in charge of signing the checks are similarly clueless, and nobody in your company knows that you’re hiring a CLOWN to supposedly enhance your site with video.
Here’s the problem. Even though you can trick people into visiting your site with one or two boring, poorly shot and barely-edited videos, people get the picture after that and stop watching. Unless you got your ROI from those brief visits, your money went down the drain. On top of that, the videos that were created for your site were NOT viral. They failed even to meet the bottom-line business reasons why you commissioned the work in the first place.
Another problem is that just because someone has a bunch of friends & followers, that doesn’t mean they can convert. If you have 20,000 Twitter followers and you post that you’re doing a live show and 19 people show up……. If you have 60,000 Twitter followers and feel the need to hide your view counts on your show because they were steadily maxing out in the double digits before you hid the stats……..
Also, who is it really that’s coming to your site to see the work that this person did? Most likely, it’s the people that were already following them. It’s not anybody new, because new people would be attracted by VALUE and QUALITY. Since neither exists in your show, it’s clearly only the fanboys that are showing up, so you’re preaching to the choir. “The choir” isn’t very likely to buy whatever your sponsor’s selling, because they already own it because they already heard the content creator’s opinions about what to buy on some other site.
How to get around this? Let it go. Just let it go. If you’re no good at doing video, do audio. Remember radio? That’s for you. Sit down in your house, turn on your microphone and run your mouth. Don’t try to do shows you don’t know how to edit. Don’t try to do live shows unless it’s time-sensitive information and you’re sure that people actually care about what you or your guest have to say RIGHT NOW. Set up an audio stream on your website, add a text chat and go for it.
From the company’s side, do some research for a change. Look at some SAMPLES of people’s work before you hire them. If you can’t FIND any samples, they probably don’t exist. If you can’t FIND anyone who’s willing to admit they did business with a supposed video producer, those clients probably don’t exist either.
Also, make sure you find someone who knows the difference between a good video and garbage. Don’t just put the person who’s the least retarded in Social Media in charge of hiring a content creator. There’s a reason why that person’s videos were garbage in the past. If they bring the same sensibilities and crew to your company, look forward to more of the same garbage, except on YOUR dime this time.
If you can’t do it right, don’t do it at all. Save your company the money, spare the public the time it took them to figure out that your show wasn’t worth watching, and spare your BRAND the embarrassment of people wondering why the lunatics are running the asylum.