YouTube
By Joe Dysart
The top ten uses cited by experienced users:
1
Marketing: Without doubt the
4
Video FAQs: Neutralize the in-
most popular use of YouTube. It timidation factor among new
can be wildly successful. Organi- students using on-the-fly videos
zations with shoestring promo- that feature charming admissions
tional budgets have become overnight stars and other staff answering frequently asked ques-
on the service, often with zany marketing tions. For universities a common inquiry is ‘what
pitches. are the professors like?’ Stanford answers that
question by actually showing professors in ac-
2
Hiring: Since many universities have tion on YouTube.
videos touting their institutions
as inviting places to work, posting
them on YouTube is a no-brainer.
“Don’t limit yourself to a single, long puff video,”
5
News Video Clips: Post your univer-
sity news to YouTube and it won’t
be sliced, diced or in any other way
author Michael Miller says. “Produce separate whittled down to a mere shadow of
videos for individual departments, as well as vid- its former glory. Duke and Elon University are two
eos that illustrate organization values, employee of many universities disseminating their news over
benefits, facilities and the like.” YouTube.
3
How-Tos: YouTube videos can serve
a dual purpose for a college. 1) de-
tailed instructions for novice staff
6
Focus Groups: Many sophisticated
YouTube users handle the service
as a free testing ground for com-
and new students, and 2) promo- mercials they plan to run on cable
tional spots for lookers. Binghamton University, and broadcast TV, and elsewhere on the Web.
for example, has a new student orientation video Specifically, they use YouTube’s free analytical
on YouTube, as does Lynn University. tool, Insight, to test the marketing punch of their
commercials. Insight’s metrics include the over-
28 T
oday’s
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ampus subscribe at no charge at
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