Are you getting the results you want with online video? While many companies are doing exciting things with streaming videos, many more are falling prey to incorrect assumptions and bad planning.

1. Not Thinking of Themselves as a Media Company.

Whether you’re trying to sell toothpicks or automobiles, if you’ve got streaming media online, you’re a media company. That means you should be acting like one by archiving and repurposing video in different distribution forms, such as online, data CD’s,DVD’s or downloads.

2. Focusing too Much on Technology and Not Enough on Content.

Don’t waste time trying to decide what formats to delivery media,(windows or flash) do both. The delivery mechanism doesn’t matter to the customers; they only care that they can see your content. So focus on sharpening your video, then push it out in as many ways as possible.

3. Not Measuring ROI.

Find a way to measure it before you create your videos. Determine what your online goals are:
Creating brand awareness? Creating a marketing campaign? Spreading your message?
Determine how you’re going to measure effectiveness before you spend a dime.

4. Not Using Internal Resources.

Before you go spending a fortune on cameras for online videos, look to the videoconferencing gear you already have. You don’t need HD precision for online videos, so you can probably use a lot of materials you already have in-house.

5. Thinking Online Video Is too Costly or Complicated.

This one strikes organizations of every level. Online media is now close to 15 years old and it’s cheaper to get into than ever. Streaming video isn’t cutting edge and it’s not Web 2.0.

Final Thoughts:

Don’t let bad planning stop your online video efforts. Learn from these mistakes and get smart about your company’s video strategies.