5. Use Measurement Tools to Optimize Performance
Like any online communications effort, measurement can lead to maximum optimization. Non-profit communicators can find success with YouTube Insight, a version of Google Analytics for videos. Find out audience demographics, video popularity, traffic sources, and how effectively overlays are performing.
In one incredible example, the White House's social media department went so far as to publish its video analytics to the public web. We asked online cause wizard Damien Basile to analyze the White House's efforts.
"[The] YouTube analytics the White House has published openly can teach us all about paying attention to what your viewership demographics want and [how to give] them more of it," said Basile. "What could be dangerous is just paying attention to what people are watching and not how long they're actually watching it. The difference between what draws your audience in and what keeps them there is the difference between having a lot of first time or repeat customers.
"There's no magic formula for getting it right," he continued. "The only way you'll know you're getting it right is if your analytics tell you over time. In conferences people may vote with their feet, but online people vote with their mouse. Be sure to pay attention to what they're telling you.
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