Personal Perspective: In Your Face in Cyber Space

By Sharon H. Jackson



By now, it's very likely that many of you have had the experience of receiving some variation of video in your e-mail inbox. How you react to it is the question of many marketing professionals.

Taking into consideration the global reach of the Internet, combined with consumer access to the required equipment, a video message can be used on a personal level to communicate anywhere and at any time. It's a beautiful thing if used properly. And therein lies the rub.

The results of an informal focus group (which included a survey of both male and female constituents) determined that the mere mention of video e-mail could elicit some surprisingly intense reactions. "Love it!" "Hate it!" So, to even out the playing field, the scope of the group was broadened to include a wider variety of ages, professions and self-professed degree of computer literacy. The responses were amazingly similar.

Like many things there are pros and cons, but the overall conclusion was that a list of ground rules or video e-mail etiquette is in order, much like the evolution of etiquette for text e-mail (and the ever-present cell phone).

During the fervor of experimentation with new gadgetry, people frequently risk annoying those around them. All of that could be avoided by keeping in mind a few basic ground rules.

¥ First, make sure the recipient wants to receive video e-mail. One of the biggest complaints was that it could be intrusive.

¥ Find out if the person's computer is equipped to handle it. Many recipients become quite frustrated when they can't download the files.

¥ When sending video e-mail to a business e-mail address, find out if the company has a policy against it and/or if the message can get through its filters and firewalls. Large files can clog up employee inboxes and, subsequently, the whole company's e-mail system (not a good thing).

¥ Do some preparation beforehand and think about content before going in front of the camera - prepare a script and practice it. Most of us are not professional actors.

¥ Follow basic production rules: Use the best equipment available to you, de-clutter the background, and make sure there's plenty of light on the front of the subject (not from behind). And, if possible, eliminate all activity and distractions in the background.

Video e-mail is still in the formative stages, but there's no doubt that it has its value as a communication tool, especially for families, friends and colleagues who may be separated by great distances or circumstances. Beyond that, how you use it is up to you, and it can be an exciting and rewarding endeavor.

Just remember the ground rules and then determine whether you want to communicate via a text-only e-mail (that can be written and re-written at your convenience), a monologue message via webcam (where the viewer sees the "live" facial expressions and gestures, but there's no chance for a "do-over" or hard copy documentation) or an actual dialogue via a telephone conversation that allows you to share your emotions and thoughts, without sharing your space.



Sharon H. Jackson is in marketing and sales for Spicer Pro LLC. She can be reached at 410-922-0468 or e-mail sharon@spicerpro.com.