ABSTRACT
Does Video Serve Your Strategy? Th ese numbers and New Era’s story are impressive, but they don’t answer the only real question: will a web video help your organization meet its strategic goals?
Yes, video is engaging and immediate. It is easily sharable. It works well on mobile devices. But it is also more time consuming (and subsequently costly) to create. It requires specialized skills. It uses a lot of bandwidth. It is diffi cult for search engines to crawl so you need to think diff erently about keyword use in your descriptions and other metadata. And it can be diffi cult to do well in a way that is so engaging that it inspires people to share it.
