YOUTUBE - Publish and Prosper
Introduction
This paper explores the application and use of YouTube. The exploration is limited to those questions posed by Dr. Kathleen Plinske. The questions are summarized as follows:
1. What is YouTube?
2. What applications or uses does YouTube serve?
3. What can be concluded about personal or business uses of YouTube?
4. Dr. Plinske’s caution related to the use and access of internet webcast postings?
The responses are framed in the context of central assumption(s) or problem statement(s).
Abstract
YouTube was created as the brainchild of three former PayPal employees for the purpose of uploading and sharing personal videos. (Hopkins, November 29) The venture-funded technology startup launched its first public video beta test from its headquarters above a restaurant in San Mateo, California, roughly in 2005 after activation of the domain name www.youtube.com by its founders Chad Hurley, Steve Chen and Jawed Karim. Roughly two years later the site was experiencing over 65,000 video uploads every day and attracting approximately 100 million views per day. According to data published in May 2010 by comScore, a marketing research company, YouTube’s online market share within the United States was roughly 43 percent. Of the content uploaded over 75 percent was delivered to the website from sources outside of the United States. (Richmond, 2011) (Schmidt) Alexa, another company performing internet research ranked YouTube as the third most visited website on the internet behind Google and Facebook in 2010. YouTube is largely consistent with similar public forum video web applications in the semiotic domain of internet webcast content and related broad-area electronic distribution. YouTube was launched with the purpose in mind of offering the public an internet website so as to enable them to upload, view and share video. Consistent with this intent it was the venture’s goal to offer the general public a quick and user-friendly way to upload video’s of virtually anything a developer/producer wished to share. Key to the goal was to allow a user to create, produce, edit and publish a video that offered the viewer an improved content delivery that was easily digestible. Shortly, after the launch of a video clip by one of YouTube’s founders described as “…a trip to the zoo”, the webcast site found its way to a multitude of private and public users to include adaptations to this web-medium by traditional public broadcast, commercial marketing & advertising corporations, acclaimed media artist, and producers. Today, private and commercial webcasters use the YouTube community for everything from; offering views of friend and family events, delivering educational information, offering private and commercial promotions & product advertising; to the publication of commentary, general information and video news journals for profit and nonprofits alike. Yes, I said for profit. According to research conducted by TubeMogul, a national marketing firm, 51.1 percent of the webcasters using YouTube surveyed in 2009 made money from their creations. In fact, some earned more than $100,000 annually from their videos. (Jarhoe, 2009) Sounds good doesn’t it! Beware, involving yourself in the creation and publication of such webcasts can and does have unintended consequences.
The Problem Statement
Transmitting a video or webcast for private or public consumption can and does have significant effects on those participating in such activities. In many cases, the benefits and or liabilities resulting from broadcasted webcasts have been largely underestimated by those involved. It seems that with such videos and webcasts the law of unintended consequences is in play. YouTube webcasts have brought such unexpected levels of attention to certain individuals as to be causational for them receiving recognition for their individual talent. This has occurred to such an extent that they have subsequently received professional acclaim, prizes, and long-term employment contracts ultimately offering them gateways to realize their dreams. However in other cases YouTube webcasts have resulted in devastating consequences of an opposite nature. YouTube webcasts have been created and broadcast in authorized and unauthorized public distribution globally which have resulted in compromising personal integrity, trust relationships, and ending professional careers (both private and public).
Ongoing global debate continues on the subject of webcast company responsibility pertaining to content, e.g. corruption or modification to original content, abusive or indecent language, privacy violations, to include corporate and governmental attempts to censor webcasts.
A restatement of the problem then is as follows; what circumstances justify using a webcast application (such as YouTube) and; what is the assessed risk versus reward as determined by experts in the field (marketing analyst, communication engineers and scientists) and associated executive officers of webcast company’s such as Eric Schmidt, the executive chairman of Google and trustee for Carnegie Mellon and Princeton University’s. (Schmidt)
Of course, as with any internet media broadcast or webcast system applications available YouTube has embedded within it security features allowing the webcaster to limit or restrict external access or viewing of content.
Prior to the creation and broadcast of a YouTube webcast it is advised to identify a clear purpose for the project or subject of the webcast. Absent this purpose, the creation of content for wide-area distribution generates little if any public interest and may not yield the intended results desired by the content developer. So, this paper will cover some of the purposes YouTube content can be created for and provide a sampling of the affects webcast publications can bear on those involved in such activities.
Assumptions
Initial assumptions pertaining to YouTube are the following: 1) It is easy to access and use; 2) It offers a venue for the creation, editing and publishing of un-censored or industry controlled video information by the general public and commercial main stream media broadcasters; 3) Such publications are distributed across global governmental borders; 4) Due to the ease of creating video media clips, ability to publish original material, or modify original content, open source security, controls and possible censorship issues are at the forefront of those concerns related to the future of webcast service providers and the use of YouTube.
Assumption Specific to Institutional Education Users
Research data related to institutional education webcast users or applications will not be considered as these institutions target (access and user participants) captured in coursework, research, information requirements, and shared learning (group) practices.
Assumption Specific to Private or Commercial Users
As for private or commercial enterprise access and user statistics, the above suggested research data will be obtained for each user group evaluated as pertaining to the value of webcast applications, innovations, and subsequent use assessments.
Key Definitions and Terms – What is YouTube?
In the context of this paper and in accordance with the limiting stipulations it is appropriate to start with some generally accepted definitions and synonyms that are used, e.g. YouTube and webcast. The selected definitions and terms are the following:
1. YouTube: “..is a video-sharing website... on which users can upload, share and view videos.” (Wikipedia, 2009)
2. Webcast: “…also known as webcasting, the broadcasting of news, entertainment, etc., using the internet, specifically the world wide web…video.” (Wikipedia, 2009)
3. YouTube Channel: “You need a YouTube channel, or profile page, to upload your videos to the web site. This is the place where viewers can see your videos and can post comments. Establishing a channel requires opening a YouTube account by filling out an online form. You can customize your channel with the Channel Design link and Channel Settings. If you meet the criteria in terms of audience size…the quality of your video within the YouTube Partner Program…can open a brand channel. This enables you to display a banner image across your page, to set up a feature video to play when someone visits your page and to receive a portion of the advertising revenue that your videos generate.” (Jarhoe, 2009)
4. Digital Millennium Copyright Act: “…At the time of uploading a video, YouTube users are shown a screen with the message "Do not upload any TV shows, music videos, music concerts or advertisements without permission, unless they consist entirely of content that you created yourself". (Marsden, 2009) Despite this advice, there are still many unauthorized clips of copyrighted material on YouTube. YouTube does not view videos before they are posted online, and it is left to copyright holders to issue a takedown notice pursuant to the terms of the Digital Millennium Copyright Act.” (Wikipedia, 2009)
5. Content Accessibility: “…One of the key features of YouTube is the ability of users to view its videos on web pages outside the site. Each YouTube video is accompanied by a piece of HTML, which can be used to embed it on a page outside the YouTube website. This functionality is often used to embed YouTube videos in social networking pages and blogs. Embedding, as well as ranking and commenting, can be disabled by the video owner. YouTube does not usually offer a download link for its videos, and intends for them to be viewed through its website interface.”(YouTube 2009) YouTube does not usually offer a download link for its videos, and intends for them to be viewed through its website interface. A small number of videos, such as the weekly addresses by President Barack Obama, can be downloaded as MP4 files. Numerous third-party web sites, applications and browser plug-ins allow users to download YouTube videos. In February 2009, YouTube announced a test service, allowing some partners to offer video downloads for free or for a fee paid through Google Checkout. (Wikipedia, 2009)
What Applications or Uses Does YouTube Serve?
Marketing and advertising applications or productions have been core to the use of YouTube, however, the web service still provides a unique and “at times” profitable venue for posting home movies for the “average man in the street”.
Studies and testimonials from webcast users indicate similar ways in which individuals, educators, and professional advertising company’s create and use video clips to communicate, share information and build trusted video-social networks among peers, families and companies.
What varies is the degree of sophistication and attention to content scripting, focus, technical equipment used, and production methods. Interestingly enough the level of production capability and technical arts applied in the production of such video clips has little to do with the number of viewer hits content receive. In fact, in some cases content produced using a video cell phone have generated extraordinarily high numbers of viewers to include producing handsome profits for the cell phone producer/owner of the posted video.
Education/Personal Applications or Uses
Webcasting and other types of digital social networks are similar in there uses and potential applications. Webcast sites are much like blogs, which are essentially text and fixed photo frame use applications. Webcast service site offer a combination of media mixes and potential feedback. Services such as YouTube have the following applications and uses in common with blogs.
1) YouTube provides a central place to store and provide video content and information. YouTube is used as a tool for networking and sharing news, upcoming events or tips with other proferrional/peers. Commonly, teachers use webcasts to disperse information to students and to keep parents or friends abreast of what is happening in the classroom. (Adultlearn)
2) A place to share professional and personal interests. Express your interests to other professionals. Over time a webcast can develop a viewership, especially among peers and friends. Viewers will regularly comment on your thoughts and provide feedback. Often this feedback is viewed as valuable information that can be used to assist you in your understanding and appreciation of your thoughts pertaining to what you have published. This can be fun and an effective way to test and share your ideas with professional peers all over the world.
3) A classroom management tool, video diary or event management tool. Educators commonly use webcasts to publish class assignments. They often use links to other webcasters to enhance the student’s understanding and or knowledge of the concepts and topics covered in the classroom. (Adultlearn)
4) A webcast is a great tool in keeping parents informed. Webcasting is a way of catching parent’s attention and keeping them informed about what is occurring in the classroom. Educators and individuals should use caution when posting information about others however. It’s always a good idea to ask and receive permission from parents or family members before posting videos on a commercial website. For educators, videos of classroom projects and of the class working together help parents feel they are sharing in their child’s daily activities.
5) Increasing communications by encouraging webcasting. Educators use webcasts to encourage informal student socialization or sharing thoughts pertaining to class assignments or simply activities at school. Webcasting provides students a forum to express their thoughts and practice their computer and video production skills to include improving their communication and presentation talents. (Adultlearn)
Business/Personal Applications or Uses
1) Viewing customer and competing business marketing videos. Viewing customer video clips is considered by marketers to be valued information and communications about their companies, customers and competitors. Webcasts offer viewers the ability to hear video opinions about their industry and your firm. The community of webcasters represents a valuable opportunity to find out what others think of your products, services and business.
2) Webcasting offers customers a feedback forum. Video clips offer companies the ability to engage with customers rather than just transmit one-way information with no feedback. Companies that use webcasting show a passion for their work and generate passion from others and spread information about products or services.
3) Video clips can serve to open dialogue and build trust relationships. Companies with regular webcasts can earn trust by communicating with customers. Corporate webcasts provide visibility and a forum for sharing expertise. They also defray some of the costs of visibility campaigns and establish the host companies as thought leaders. (Wright, 2005) Similarly, families can use webcasts to share events and keep other members of the family informed by sharing activities and gatherings of the family to those not able to attend.
4) Webcasting offers an engaging marketing vehicle. Traditional marketing often means sending press releases and receiving low response rates. This kind of “transmission” advertising generates little if any engagement or feedback. Webcasting is about engaging and having a conversation, creating interest and capturing customers. (Wright, 2005)
5) Webcasting can augment existing marketing strategies. Webcasts can become an integral part of your marketing strategy, but they can’t replace it. Webcasting successful customer responses or posting video content on a company’s or on some webcasters sites can generate strong interest in a company. (Wright, 2005)
6) Tracking negative Feedback. When corporate webcasters encounter an angry feedback they should try to understand it. Smart webcasters value viewers and their feedback. (Wright, 2005)
What can be concluded about personal or business uses of a YouTube webcast?
Individuals and businesses seek ideas that can lead to career advancement, increased interest, marketing exposure and yes “profit” from their webcast postings. Webcasting provides an excellent venue offering a wide range of access to the general public and commercial enterprise for uploading video information. In the case of individuals, webcasts can be created and produced for very low costs. In the case of major commercial marketing and advertising company’s, venues can support a very high quality media production that is quite acceptable to the viewer when compared to traditional media publication systems.
The bottom line; webcast service providers like YouTube are continuing to grow in level of production sophistication while at the same time continuing to allow full and open access, and video upload capabilities to the general public in ways that continue to empower the growth of webcasting and YouTube. In this writer’s opinion YouTube and similar webcast service providers will continue to expand and support the video publishing needs and requests of both commercial and general public users to their mutual benefit for several years to come.
A concern does present itself as a current and future consideration. That is one of content management, controls and of possible censorship in order to protect the rights of others resulting from the misuse or abuse of malicious video content.
Exploring the Problem
Dr. Plinske’s cautions regarding the use of the internet and webcasts.
Once you research and implement a webcast startup posting to a website do not share it without thoroughly reviewing and editing it prior to opening it to public view. This lets you get the hang of webcasting, learning and understanding the service software tools and unique features. Video production features such as “trackback” and URL linking are challenging to new users and may take time to learn to apply and resolve problems before going live not unlike blogs. (Wright, 2005)
Before an individual or business engages in the development and launch of a webcast they should be aware of the different types of personalities a webcast can attract. This is especially important for those choosing to open their publication for access to the general public. Of course, most webcast applications offer the producer of a video several options dealing with security and accessing options pertaining to a targeted interest group or peers. That being said, research and be aware of potential viewers your video production may attach and the resulting implied and un-implied consequences of your launch.
Conclusion – To Webcast or not to Webcast…
This author admits his initial impression of webcasting and those associated with it are different now from before I was given this assignment by Dr. Plinske. At first, it was my impression not unlike bloggers, webcasters were likely to be young people slightly older than bloggers between the ages of fourteen and their late thirties.
In addition, it was my thinking that the primary motivation for users was based on narcissistic personality traits and obsessive compulsive disorders. I suppose the real shock in researching this paper came from learning about the “profitability” of producing and publishing video and webcasts. That being said I would not quit my day job for a profitable career in webcasting. At least not just yet. Thanks to Dr. Plinske however another chick is out of its shell as I am confronted with a new awareness and social networking challenge.
With little understanding of the number of webcasts being produced and viewed daily combine with the number of users currently involved in this enterprise it appears the creation of a webcast site within the YouTube Community lies in my future. After working on this project and completing selected readings and reviews of readily available research on the subject I have found that webcasts can and do serve a real-life purpose and place in our personal, educational and business lives.
Studying information available on the subject showed me webcasting has numerous potential applications across all borders. Most significant to me, is the understanding that they offer a formal and informal method of sharing ideas, innovative concepts, educational information and a means of informing friends, peers and colleagues about activities and events they can benefit from in much the same way as blogs.
Webcasting offers business executives expanded personal and corporate growth potential due to the current and ever-increasing level of views such videos are experiencing. Investing in webcasting is justified considering the opportunity cost and potential benefit to both the individual and a company.
Again, I am reminded of the wisdom of a computer professor at Wichita State University forty years ago. He said, “Students of this new and innovative… information system must be aware of the necessity to filter out needless data in favor of focusing only on content that matters…otherwise you will be overwhelmed with worthless data & information…junk-in is equal to junk-out”. That being said, be sure to have a focused audience in mind when you start producing your video. See ya on YouTube!
References:
Adultlearn. (2011, September). Education. Retrieved from http://www.adultlearn.com/blogs-education.html
Hopkins, J. (Novermber 29, 2008). Surprise! There's a third YouTube co-founder. USA Today.
Jarhoe, G. (2009). YouTube and Video Marketing. Sybex.
Marsden, R. (2009, August 12). Why did my YouTube account get closed down? The Independent (London).
Richmond, S. (2011, May 26). YouTube users uploading two days of video every minute. Daily Telegraph.
Schmidt, E. (2010, May). Princeton Colloquium on Public & Int'l Affairs. Retrieved from http://www.youtube.com/watch?v=9nXmDxf7D_g#t=14m52s
Schmidt, E. (2010, May). Keynote address at Carnegie Mellon commencement. Retrieved from http://www.cmu.edu/news/archive/2009/April/april13_commencement.shtml
Wikipedia. (2009). YouTube and Video Marketing. Sybex. Retrieved from http://en.wikipedia.org/wiki/YouTube
Wright, J. (2005). Blog marketing (p. 366). New York, New York: Mc Graw-McGraw-Hill.
YouTube. (2009, January). Sharing YouTube videos". Retrieved from http://www.YouTube.com
YouTube. (2009, January). Terms of use. Retrieved from http://www.YouTube.com
YouTube. (2009, January). Sharing YouTube videos". Retrieved from http://www.YouTube.com
Thanks for your reflections and ideas about possible applications!
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