Like blogging, vlogging (video blogging) is a way to share your insights on a subject with an online audience. However, vlogging goes beyond the text of a blog post, transforming your content into an audio-visual broadcast. If you’re interested in vlogging, but don’t know how to start, here are some tips:

The first thing you’ll need is the right equipment, and the good news is you don’t need much, just a camcorder or a web camera and a good microphone. Also, for a vlog that has a more polished look, you’ll want to learn how to use video-editing software. This will enable you to add music, subtitles, etc. to your vlog. There are numerous online programs like Wax or Zwei-Stein Video Editor that you can download for free. Also, Apple iMovie and Windows Movie Maker are both easy to use and come pre-installed on Macs and PCs.

Once you’ve assembled your equipment, I recommend experimenting. Test the sound quality of your microphone; make sure there is sufficient lighting where you’re recording your vlog and figure out how you want to look on camera. Remember that vlogging is a form of communication, so you want to not only be visible (no low lighting), but also intelligible. Most vlog “episodes” should be one to three minutes, keeping the amount of bandwidth needed to host them to a minimum. Therefore it’s a good idea to rehearse your content. At the very least, I recommend preparing a script or some type of plan before each video so that you can deliver concise, focused content. Finally, don’t be afraid to have fun with your vlog. Depending on your audience, you’ll want to be more than just informative; you’ll also want to be candid and entertaining. Like blogging, it’s important to pick subjects you love and can explore in a series of posts. One episode doth not a vlog make.

After you shoot and edit your vlog, it’s time to post it online. Most vloggers post on video-sharing sites such as YouTube or Vimeo. However, WordPress is also a great place to privately host your vlog, and many WordPress themes have been created especially for vloggers who want to express their unique personality or professional expertise. Regardless of where you post, make sure to tag your videos and make them fully accessible to your audience. Title each entry and write useful, searchable descriptions that are more than just a five-word blurb. Finally, before publishing your vlog to the Web, test it one last time to make sure it’s working the way you want it to; your audience will thank you.

Remember that you’re vlogging in a community environment. This means it’s not only important to respond to constructive commentary on your own blog, but you should also seek out and interact with other vloggers. Once you start commenting on other videos, you’ll discover that this interaction can inspire new videos of your own or lead to collaborations between vloggers that generate positive publicity for both parties.

To further encourage your endeavors, here are three of my favorite vloggers (some language NSFW). Who are yours?

• Natalie Tran (aka communitychannel) is one of YouTube’s most popular vloggers, known primarily for her self-deprecating and observational humor.

• The Nostalgia Critic offers hilarious commentary on the entertainment of a not-so-distant past. For those who grew up during the 80s or 90s, prepare to have your childhood favorites skewered.

• Starving Designer is a vlog community on Vimeo. Styled as a “semi-reality” show about the creative process, this is storytelling that will amaze and inspire.

Megan Jeffrey is a graduate student in the MCDM program at the University of Washington. She has a bachelor’s degree in journalism and public relations from Cal Poly University, San Luis Obispo. She has worked as an account assistant for Verdin Marketing Ink, a community manager for Serra Media and as a HubPages.com columnist. Megan is currently the social media strategist for the UW School of Drama.

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For those unfamiliar with Foursquare, the service lets users “check in” to a location via their smartphones or laptops and logs their positions on a map that others can see. The more you check in, the more badges and bragging rights you earn.

“The X-factor appeal of Foursquare is in its social currency,” says David Berkowitz, senior director of emerging media and innovation at digital agency 360i. “Giving Foursquare users these badges for completing explicit tasks adds an element of surprise, like a scavenger hunt.”  The badges also help users show off their interests to others, enabling them to connect with like-minded people and keep the “game” going.

Since its launch in 2009, Foursquare has racked up a lot of media attention and over 400,000 registered users. Why is it so appealing? Fans insist that location-based social networks make a night out with friends even more fun, because they encourage competitiveness and exploration. For example, Foursquare users won’t earn points during normal work hours (M-F 8am-4pm) unless they “discover” a location that isn’t in the system. So, if you’re the first to lunch at that new Asian-fusion restaurant next to the office, Foursquare will reward (and publicize) your adventurous behavior. Moreover, if users check in enough times, they can become the “mayor” of any location. “Foursquare is very smart,” blogs one member. “They’ve created a system where normal shmoes like you and [I] are willing to advertise for other businesses for the sheer pleasure of earning points and being crowned mayors.”

Although only a year old, Foursquare has signed business deals with numerous corporations looking to benefit from the check-in phenomenon. Marketers hope that rewarding location-based social networks users and their friends with real-time discounts and recommendations will generate repeat business and build long-term brand loyalty. Metro Canada’s Marketing and Interactive Director Jodi Brown also argues that newspapers should join with location-based social networks in order to provide geo-targeted content that will benefit a “highly mobile” audience. She imagines a future where “you’re checking-in to your university, and we’re delivering you a topical piece of news about policy changes.”

However, many businesses remain skeptical that location-based social networks will appeal to the masses. Several bloggers like Jessica Grose have pointed out that “though hyper-social twentysomethings in cities with endless options may enjoy competing with their friends for the ‘player please’ or ‘douchebag’ badges, the reward system does not hold much [appeal] for anyone older.” Moreover, sites like Please Rob Me use streams of data from Foursquare and Twitter to demonstrate how theoretically possible it would be for criminals or other undesirable individuals to keep tabs on when people are not at home, thanks to users’ willingness to broadcast their current locations.

But in spite of these flaws, the future looks good for companies like Foursquare and its Austin-based competitor, Gowalla.  According to a new report released recently by ABI Research, location-based social networks will generate $3.3 billion in revenue by 2013. Also, for those interested in location-based social networks, but not in darting all over town, The New York Times reports that an application called Miso is “a Foursquare-like app for homebodies.” One thing is certain: whether you’re looking for a new way to promote your business or be social with your friends, check-in applications are worth checking out.

Megan Jeffrey is a graduate student in the MCDM program at the University of Washington. She has a bachelor’s degree in journalism and public relations from Cal Poly University, San Luis Obispo. She has worked as an account assistant for Verdin Marketing Ink, a community manager for Serra Media and as a HubPages.com columnist. Megan is currently the social media strategist for the UW School of Drama.

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Zynga Homepage

According to my Facebook News Feed, we are facing an agricultural crisis: I have more than 20 friends whose FarmVille crops need fertilizer. However, since FarmVille’s debut last June, the popular Facebook application has done more than flood my feed with farm-related requests. It has enabled its creator, Zynga, to reportedly rake in more than $200 million in 2009. But how can such revenues be possible if social gaming is supposed to be free? The answer lies in the sale of virtual goods and the games’ use of compulsion loops.

In social games, users are encouraged to enhance their farms or strengthen their mafias through the purchase of virtual goods. These can include fanciful structures (Ferris wheels), seasonal items (mistletoe-shooters) or tools (tractors) that enrich gameplay. Such goods allow users to customize their profiles, advance more quickly in the game or “keep up” with other players. In short, virtual goods are a graphic extension of common user behaviors such as self-expression or competitiveness.

For users who are patient, some of these goods can be earned after long hours of play and hoarding in-game profits. However, most are only available in exchange for a large quantity of the game’s virtual currency, which the player can buy for real money. For instance, for $5 Zynga will provide a user with 7,500 Farm Coins. Now, if you think it unlikely anyone would pay for such intangibles, you’d be wrong: TechCrunch reports that Americans spent nearly $30 million on virtual goods in November and December of 2009.  Again, why would so many players, who would never describe themselves as gamers, make such a purchase?  It is because they have fallen into what is known as a compulsion loop.

Venture capitalist Tim Chang described how a compulsion loop works in an interview with GamesBeat in October 2009:  “You get your users addicted. You start annoying them with how long it takes to get something done. That triggers impulse buys of [virtual] goods that will save them time.” Virtual goods and compulsion loops are not unique to social gaming on Facebook.  For years, gamers have used similar systems to purchase cooler weapons or stronger armor in MMORPGs (massively multiplayer online role-playing games) such as World of Warcraft (WoW). But there’s a difference in scale; thanks to the wide reach of free-to-use social networks, Zynga’s FarmVille reached 11 million daily active users (DAUs) two months after its release, whereas it took WoW four years to reach that many subscribers. Zynga CEO Mark Pincus sees his games as ongoing services that users pay for in small increments: “Our story has been about finding games people could play forever and giving them a reason to do it.”

Zynga is cashing in on what Chang describes as the k factor, or the “inherent virality of the application,” that makes all the micropayments add up to millions of dollars in company revenues. As of this writing, Zynga has reportedly over 66 million daily active users (DAUs), and although it is difficult to determine how many of those users are purchasers, consider this: If 1% of Zynga’s DAUs spent $5 each, the total amount would be $3,300,000.  Now, whether such profits are truly sustainable remains to be seen. However, with other game companies such as Electronics Arts (developers of The Sims and Rock Band) investing in social gaming, the virtual goods market is likely to stay open for business.

Megan Jeffrey is a graduate student in the MCDM program at the University of Washington. She has a bachelor’s degree in journalism and public relations from Cal Poly University, San Luis Obispo. She has worked as an account assistant for Verdin Marketing Ink, a community manager for Serra Media and as a HubPages.com columnist. Megan is currently the social media strategist for the UW School of Drama.

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Anthropologist Edward Hall refers to high context and low context communication to indicate how much speakers rely on things other than words to convey meaning. High context societies place more value than low context societies on how something is said rather than what words are used. Many online platforms rely on low context communication; it’s important to keep this in mind when using these tools to share information with a global audience.

Here are a few tactics for communicating effectively in a low context environment:

• If you have the space to write more, do: In business communications, one is taught to be direct and to the point. However, writing concisely never means sacrificing clarity for brevity. If you feel more details are necessary for your audience to understand your message, include them. This is especially important when communicating with an international audience, who will expect your writing to reflect some recognition of cultural differences.
• Create your own context: There are multiple ways technology can be used to bolster the text of your message. For instance, when making an introduction, consider using an online template that mimics the professional style of a business card. This indicates you take the meeting seriously, and also gives the presentation a sense of formality.
• Do not underestimate the power of punctuation: Punctuation helps a reader make sense of text, and is universally recognized. For instance, how many times have you received an email you weren’t sure was sarcastic or encouraging? If the author used appropriate punctuation, you wouldn’t have to guess.

Cultural Differences

As participants in a global community, the ability to predict how others perceive our messages is crucial in both professional and personal dealings. This is especially true in high context societies like those found in Asia, where the two spheres are not mutually exclusive. In her article, “The Language of Discretion,” Chinese novelist Amy Tan summarizes the differences in communication this way: “An American business executive may say, ‘Let’s make a deal,’ and the Chinese manager may [ask], ‘Is your son interested in learning about […] business?’  Each to his or her own purpose, each with his or her own linguistic path.”

Hence, the problems that can occur when communicating internationally can be avoided by remembering the following:

• High context cultures value the group over the individual and have a strong sense of tradition and history. Therefore, when communicating with individuals in these types of societies, expect a lot of group deliberation and formality. For example, messages should be circulated amongst every member of the team and rarely sound “casual.”
• Low context cultures, like the United States, prefer to limit communication to select groups of people, sharing only “necessary” information. While some may argue that social media has made all societies much more “open,” it is important to observe how members of low context cultures still attempt to separate their personal and professional lives via the use of different Twitter handles or Facebook accounts; one for coworkers, and one for close friends and family.

Recognition of these cultural differences in communication will not only improve your business relations, but also make your international connections more meaningful. Perhaps as we communicate more with our global audiences via low context technologies, we will develop a hybrid approach that benefits both types of societies.

Megan Jeffrey is a graduate student in the MCDM program at the University of Washington. She has a bachelor’s degree in journalism and public relations from Cal Poly University, San Luis Obispo. She has worked as an account assistant for Verdin Marketing Ink, a community manager for Serra Media, and as a HubPages.com columnist. Megan is currently the social media strategist for the UW School of Drama.

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As go-to sources for innovative content, amateur bloggers have been teaching mainstream media professionals some new tricks. Once considered the sideshow of journalism, blogging has taken the center ring. Even traditional media outlets have joined the fray, bolstering blogging’s reputation. But for amateur bloggers not writing for a trusted brand, establishing a trustworthy reputation remains important. For Justin Carder of Capitol Hill Seattle, consistency is key: “You do the same good stuff day in and day out for long enough, and you become trustworthy. It’s a function of effort as much as anything.”

In addition, here are five tips for gaining your audience’s trust, and writing like a pro—even if you aren’t one:

1. State your credentials: When positioning yourself as a blogger, you must inform your audience of your qualifications. Credentials inspire confidence, and the term does not exclusively apply to professional degrees. For instance, if a blogger is an experienced ballet instructor and writes about ballet’s emotional benefits, her opinion has merit, even though she is not a licensed behavioral professional.

2. Write what you know: When you write about subjects you have in-depth knowledge about, your insights are richer and more authentic than when writing about a topic requiring extensive research. “Because I care about what I write, I can help my audience by making useful suggestions, interesting observations or just making them chuckle a little at what happens to me,” explains Candy Martin, author of the Seattle P-I reader blog Mother of Style.

3. Use credible outside sources: Outside sources bolster your own research and help persuade your audience that you already have others on your side. Using outside sources also demonstrates that you’ve taken the time to verify your facts. Moreover, the old saying that “you are judged by the company you keep” also applies to writing. Make sure your sources are worth defending and not just convenient. If they seem dubious to you, they will look even more dubious to your readers, and so will you.

4. Write with authority and accuracy:  When trying to prove yourself to an audience, how you write is just as important, if not more so, as what you write. Information riddled with grammatical, spelling, and typographical errors will be dismissed by many readers as not credible. Use a confident, professional tone, and proofread your content before posting. In this way, you not only ensure that your writing is polished, but you communicate to your audience that you are careful and methodical.

5. Respond to comments: Interactivity is a key element of all online communication. By posting something online, authors instantly subject themselves to scrutiny, and it’s likely that their audience will respond to what they read. Part of being a credible source is a willingness to engage in further conversation with your audience.

What are your strategies for strengthening your credibility online?

Megan Jeffrey is a graduate student in the MCDM program at the University of Washington. She has a bachelor’s degree in journalism and public relations from Cal Poly University, San Luis Obispo. She has worked as an account assistant for Verdin Marketing Ink and as a HubPages.com columnist. Megan is currently a community manager for Serra Media and a social media strategist for the UW School of Drama.

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