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Pete Jakob IT discussions in business media always seem to cover the same topics: mid-tier businesses and tech; IT investment (too much? too little?); data storage (and the environment); information security; and whether good tech people can be good managers. more...
Pete Jakob IBM Software Group Marketing Manager (UK, Ireland & South Africa)

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Looking for publicity in all the wrong places?
Interesting points raised in FT.com about businesses “getting noticed” online: “Corporate films or audio broadcasts made for the web, known as webcasts, have become an important tool for many companies. Some use them for education, sales or news of corporate events such as financial results.”

And as David Berger, manager of strategic communications for IBM, points out, “YouTube [the user-generated video sharing website] is the gateway to external corporate video. I think you are going to see more companies use it for [broadcasting] non-confidential video.”

This is all fair enough. After all, recent research published by Nielsen/NetRatings confirms the growing importance (in the UK at least) of online sites featuring user-generated content:
  • YouTube  is the fastest growing brand in the UK this year – and its based on user-generated content.
  • 42 per cent of the people using YouTube are over the age of 35 (not just for pimply teens, despite what you may think).
But while it's a tempting for businesses to try to reach as wide an audience as possible through the web, keep this in mind: a lot of your employees are likely to fall into the "YouTube" demographic. And given some recent employee activity made public on the site – from the on-duty fireman in Manchester taking a ride in a dryer to the phone tech in the US who fell asleep while on hold with his own company – your company's “online presence” may not be the one you want after all.

The FT.com headline says it all: "Get noticed – for the right reasons."

Posted: 05/10/2006 Comments: 0
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