Michael Kolowich of DigiNovations, the folks behind Mitt Romney’s Mitt TV video channel offers ten observations about the successes and challenges of his video arm.
Among them: YouTube is weak at inspiring voters to act;
YouTube can be used for and against a candidate;
It’s important for a candidate to find ways to control his or her message;
Make the software work; and
Reach out to bloggers.
He’s writing from the perspective of helping Mitt win, and doesn’t seem particularly interested in actually involving voters in a campaign, so in my mind he overemphasizes the need to control the message. But, hey, Mitt knew best, right?
Here, first of all, are my ten most important observations:
1. YouTube is a two-edged sword
2. A YouTube channel is necessary but not sufficient
3. A content-managed video platform is vital to success
4. When choosing a platform, back-end workflow is a key decision criterion.
5. Prepare for success: use a CDN (content delivery network)
6. Maintain one asset collection, many faces
7. Build a fast & flexible production process
8. Seeds and feeds build viewership
9. Don’t believe everything you read about clip length
10. Listen to the data