Friday, October 14, 2011

First digital media ratings on thought leadership released today (14th October 2011) by Sourceforconsulting.com…

Sourceforconsulting.com’s White Space digital media quality ratings have found that the majority of management consultancy firms are putting their brands at risk through poor use of digital media.

In particular, very few consulting firms regularly produce and upload high quality podcasts or vodcasts. Of the consulting firms reviewed, only half had uploaded podcasts, with even less continuing to produce further episodes. The White Space ratings report adds that the podcasts did not fill the time effectively, were dull, slow to deliver essential information, and used only one presenter or speaker for the entirety, thus not engaging the audience.

 

What about video?

Although there were some excellent examples of vodcasts, such as Accenture’s ‘Perspectives from Davos’, which received over 2,000 hits, the majority of vodcasts reviewed were thought to be even weaker in their ability to convey valuable information. In fact, White Space researchers weren’t the only people switching off, as the rankings found that over a third of vodcasts received less than 100 hits and 80 per cent received less than 500.

Rachel Ainsworth, Senior Research Manager of Sourceforconsulting.com said:

“The focus seems to be on producing ‘a video’, rather than the actual content itself. Worryingly for consulting firms, if we weren’t reviewing them, we would have switched off most of the videos we watched within the first minute.

It was also concerning that those speakers claiming to be ‘experts’ failed to present any revolutionary or captivating ideas, and in some cases the videos appeared unprofessional; filmed in a noisy environment, with a shaking camera.”

 

More on podcasts...

A small number of podcasts stood out by using radio interview style formats to present information, delivered by professionals with impressive credentials. This format was used in KPMG’s podcast series, in conjunction with the Canadian version of Dragons Den, where KPMG successfully produced an interesting series with the focus on targeting potential entrepreneurs.

Sourceforconsulting.com will be holding a seminar in central London at 10am on Monday 21st November. This seminar will take a look at how consulting firms are using social and digital media to maximise the impact of their thought leadership. For further information on this event email julie.ahadi@sourceforconsulting.com or telephone +44 (0) 20 3178 6445.