Video etiquette and managing appropriate use of video

Are you using the right video etiquette?

We've all encountered an incident where video has been used in the wrong context, and that is the struggle that many businesses face now that we are entering into the golden age of video.

With video fast becoming a key component in many individuals work, it is important organisations learn how to overcome the difficulties involved in video etiquette. See what Professor Feng Li found in his recent study, "The Future of Video", below.

Today, most organisations have adopted policies on appropriate (and unacceptable) use of email and the internet to minimise the potential risks of misuse.  Although video is becoming an increasingly popular and powerful communication medium, similar policies for video use at work are still relatively rare, and the focus is often on what is not allowed in some organisations (e.g. Skype is not allowed in some organisations due to security concerns). Video represents both an exciting opportunity for businesses to engage directly with customers, and a significant challenge to control and manage within and beyond the workplace.

With so many recording devices in the hands of almost everyone, a comprehensive video policy is becoming increasingly necessary in order to protect an organisation’s reputation and brand.

Today, video is widely used as part of our jobs.  In addition to video conferencing and video-based training, social networking has increasingly penetrated the workplace either as part of our work or as a purely social activity of the employees.

The latter is often for light-hearted purposes (such as recording events and embarrassing moments), but these can have unintended consequences for the organisation involved.

In fact, inappropriate video postings by employees even when outside the workplace can significantly tarnish the reputation and brand of an organisation.  How to manage and control the appropriate use of video in the age of ubiquitous smartphones and wireless networks has become a serious challenge for a growing range of organisations.

Educating staff on what is – and is not – acceptable needs to be taken seriously.  Inappropriate use not only carries the risk of reputational damage for the organisation, but also in some cases, regulatory and compliance risks.

In addition to obvious issues such as security and protecting and managing proprietary materials, an organisation’s video policy should include videos taken in the workplace that are not directly related to work (e.g. filming a colleague in the office and sharing it on Facebook), and even some videos outside the workplace (e.g. misdemeanours or inappropriate comments on contemporary or sensitive issues), which can cause potential reputational and other damages simply by association with the organisation.

Video is a double-edged sword: despite the huge potential benefits that can be derived from video, it can also inadvertently or deliberately cause irreparable damage to an organisation.

Such risks need to be carefully managed.

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