Wednesday, January 10, 2018

4 kinds of low-hanging social media fruit you should consider

You're leaving low-hanging fruit on the tree when it comes to social media (and even traditional comms), my friends. These not-too-difficult extra steps will make your communications products work even harder for you:
  1. Caption your YouTube videos: There are 2 ways for you to easily caption YouTube videos, making them not only accessible to those with disabilities, but making it easier for bloggers and others to use them. You can use automatic captioning, or add your own subtitles or closed captions. Use them for English captions, or for translations (see below). 
  2. Publish speeches: Your CEO, or other senior managers, don't need to be President of the United States to justify publishing their speeches. In fact, if they're giving speeches to reach key audiences, publishing the text--either "as prepared for delivery" or in a transcript--boosts SEO for that topic and your association with it. You'll also help out anyone who missed the speech. Speeches make great blog posts, or you can have a separate section on your website for them. And if that all seems obvious, keep in mind it's the thing I see lacking in executive communications. So many communicators ask me what they can do to get their CEO more and better speaking gigs--but never publish their speeches. Help those inviters and conference organizers by sharing previous speeches!
  3. Have your video and audio products transcribed: Transcription--which you should hire out to pros, who will do it faster and at less cost than your staff, trust me--is the unsung hero of optimizing your search engine results. That's because your video and audio content aren't searchable without transcripts. Publish them together, and publish the transcript on its own as a blog post, as show notes for a podcast, or just as an easy way to "read" a video. Bonus: It'll be easier for you to find great quotes, moments, or portions of that content for repurposing on social media in shorter form. For more, read 5 things transcripts will do for your social media.
  4. Build a cadre of volunteer translators: You can steal this idea from the TED conference, which built an incredible cadre of volunteer translators around the world. Why translate? Major news organizations are offering it (check out the New York Times, which posts a link to translations before the full text starts), and you'll be boosting your reach in a global economy. If you happen to work for a company or nonprofit with employees or members around the world, consider organizing them into a committee of translators, and think of a nice perk to give them. You can apply translations to your videos (great use for the YouTube captioning noted above), audio content, or key blog posts and speeches.
Here's what I love about these ideas: They build on and expand the reach of your existing social and traditional communications products. No need to reinvent the wheel...just make it go further.

(Creative Commons licensed photo by Jason Rosenberg)

Don't get caught unprepared, speechless, or without a message, but do catch me on Twitter, on Google+, and on the don't get caught page on Facebook--all great places to add your comments to the discussion. Subscribe to my monthly newsletter, Speakers & Communicators, to make sure you don't miss a thing on my blogs and get the first news about new workshops and projects.

No comments: