Your Magic Bullet Recently, when we interviewed Arnold Milstein, a senior partner and Chief Physician for Mercer Human Resource Consulting, for our This Week in Consulting Web video show, Mercer representatives asked if we'd be interested in a video of Milstein testifying before Congress. We said "yes," in light of the fact that while the testimony was not editorial per se, it did nicely complement the content of our interview.
Now, anytime someone calls up our Milstein video interview using Google or some other search engine, his testimony piggybacks on our editorial content. This pairing of video content may hardly seem noteworthy, but I mention it to shed some light on how our relationship with the consulting world appears to be expanding in ways we had never even thought of.
These days, we've begun to think of our editorial not as a silver bullet, but as a magic bullet — one that can go in any direction just as search engines pull it up from every direction.
Remember, it's not about people coming to your Web site anymore. It's about people seeing you mentioned elsewhere on the Web.
We've found this especially true when it comes to our video content, and clearly a number of consulting firms share a similar view. Since Mercer first approached us, we've had several firms offer up video content as a complement to our This Week interviews. And we are now giving serious thought to how we can encourage and empower those firms to proactively post selected videos with us.
These discussions have no doubt gotten traction in light of the success of YouTube, the Web 2.0 site (recently sold to Google) that has concentrated on building a service and community around video. YouTube members are today adding 30,000 new videos a day.
One of the biggest challenges sites face when attempting to create such a proactive community is to identify and leverage a true incentive for "members" to routinely contribute or post content of their own. When it comes to members posting digital video, the incentive for YouTubers has been — more or less — an easy upload capability followed by immediate feedback from do-it-yourself groupies. At MySpace, the incentive has always been enhanced social networking.
At Consultingmag.com, the incentive may be a little of both. Clearly, easy upload and immediate feedback would need to be part of the approach, but the biggest incentive could be enhanced socialization — not for love, but for profits.
We believe that in the coming year our magic bullet will take your firm places neither of us has ever dreamed possible.
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