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Executive Concern about Employee Generated Video Content

Uploading Questionable Videos is a Matter of Ethics

I often receive reports of advances in technology and social media innovations. Typically, I read them and that is it. However, I was sent information by Qumu, a leading business video platform provider, that I believe is well worth sharing with my readers.

Last week, Qumu  announced the results of its April 2012 Business Video Behavior Project, which looked at the topic of Employee Generated Content (EGC) in the enterprise.  In a survey of 240 managers and executives across a variety of disciplines, Qumu found that more than half of them (51.2%) are concerned that employees will upload irresponsible content to the company network, and 12% of executives even admit they worry about employees uploading embarrassing videos of them from company parties.


However, executives also report that the videos being uploaded to their networks are more effective than ever before.  In fact, the study found that 100% of them have never seen an inappropriate video uploaded to the company network, and the top comments executives made about the employee generated videos they have seen are that they have been useful (38.2%) and appropriate (35.3%). 


In addition to executive concern, the study looked at who produces the most interesting employee generated content, whether or not these videos make workers more productive and what the future demand for EGC will be.  The survey reveals that coworker videos are the most attention-grabbing.  When asked who produces the most interesting corporate videos, coworkers topped the list at 45.5%. However, CEOs produce the highest volume of videos (51.4% vs. 13.5%). 

A majority (73%) of workers feel employee-generated videos have increased their productivity to some degree, and 81.4% of executives believe demand for such videos will only continue to increase. When asked what types of videos employees have been generating most often, how-to videos came out on top with more than three quarters of executives (75.8%) saying they are the most common, followed by:

·         Communication from management (48.5%);

·         Town hall meetings (42.4%)

In fact, one of the most common use cases for how-to videos comes from customer service department personnel creating how-to videos. “By 2015, how-to customer service videos will be an essential part of Web customer service strategies, said Johan Jacobs, Gartner Analyst (Get More Value From Your 'How to' Customer Service Video Knowledge).

The results of the study demonstrate that employee-generated content is having a positive social and productive effect on the enterprise, said Ray Hood, Senior Vice President and General Manager at Qumu.  Qumu provides the opportunity for employers to better control the way video is shared, organized and distributed to employees.  The company provides automatic transcoding and an approval process prior to publishing that ensures corporate standards are upheld, as well as reports that show what videos employees are watching. 

My main concern is the content of the videos. Inappropriate video content threatens to infect the workplace environment and spread like a cancer. It is up to top management to monitor the content of videos and exercise judgment as to what should and should not be allowed for downloading purposes. It is a matter of ethics how an organization deals with these issues. It also sets the tone for other behavior within the organization. The use of employee-generated videos may be of greater concern than those made by executives. It is up to the executives to set a high moral tone and carefully monitor video content.

Blog posted by Steven Mintz, aka Ethics Sage, on April 13, 2012

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