Posts by Tony Scida

Avoid these common mistakes when capturing video for social media

Not every video you post on your social channels needs to have Oscar-worthy production values. Sometimes you need to move more quickly—and spend less money—than you can when using a professional videographer. But even for smartphone video quickly captured in the field, you can take a few steps to improve the final quality of your videos. Here are a few quick tips for capturing better video in situations where it doesn’t make sense to hire an external videographer. Standing too far away There’s a phrase you’ll find in photography circles that applies equally well to video: Zoom with your feet. …

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Useful tools you might be missing from your work-life

From email to an iPhone, PR and content marketing pros have dozens of tools they can’t live without. If you’re like me, you regularly survey the landscape of tools you use and consider whether it may be time to retire or replace something. In that vein, here are three tools I currently can’t live without. Trello — Organize basically anything Yes, I’m the person in the office always pushing some new collaborative task application of some sort, but since we adopted Trello a couple years ago I’ve become convinced we couldn’t possibly produce our blog without it. It lets us …

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How to mic yourself (and others) for video

Audio quality is a critical component of a successful video. In fact, so much so, that most viewers will put up with lower quality video if the audio is up to snuff. For the kinds of videos we’re discussing here, good audio quality means loud and clear voices, minimal background noise and minimal or no visual obstruction (you don’t want to see the microphone). To make sure your subject’s voice is loud and clear, you need your microphone to be as close to the speaker as possible, so you’ll need to use an external microphone that plugs into your camera …

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Is it time for a mobile app for your event?

If you host a large event, whether with customers, partners, prospects or the public, you know the joys and struggles of producing and distributing meeting materials. Even if, like me, you feel a beautifully designed printed piece is a thing of joy, you may just be ready to move away from a printed program guide to something more interactive. That’s the situation we were in recently as we helped a B2B technology client prepare for its bi-annual developer and user meeting. I’d had the good fortune to have managed the app for Richmond 2015, the UCI cycling championships held here …

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Measuring PR in an Earned, Owned, Paid World

Measurement has been somewhat of a white whale for the public relations industry for quite some time, if not forever. Not that it’s impossible, by any means, but the nature of our work makes quantifying its impact an Ahab-level challenge. While marketers and advertisers can point to clear metrics demonstrating success, PR pros often have struggled to draw a straight line between their victories and bottom-line impact, especially to clients who have a hard time understanding the value of intangibles like good will, reputation and even general awareness. As we’ve touched on previously though, the rise of digital media finally …

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Why your next video should start with a script

Video is an increasingly important part of breaking through the cacophony that is social media in 2016—in fact, 87% of online marketers use video. But just stringing together some moving pictures isn’t quite enough to reach the right audience. Your video has to have a goal. Are you looking to generate leads? Educate existing customers? Drive webinar signups? Whatever it is, once you’ve established the goal, you may be tempted to switch on the lights and start filming. But… let me stop you there. Before plugging in the first light or setting up your tripod, you have to first have …

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How Taxing: HodgePodge for Apr. 15

👀 Apparently I can’t resist a story about emojis. Here, from NPR, is a report on a new study on how well the pictograms work for communication: “Not so fast, say a group of researchers who found that different people had vastly different interpretations of some popular emojis. The researchers published their findings for GroupLens, a research lab based out of the Department of Computer Science and Engineering at the University of Minnesota, Twin Cities.” Is the chicken local? Maybe you heard this on All Things Considered yesterday: The Tampa Bay Times conducted an in-depth investigation into purported “farm to …

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Madness: HodgePodge for Mar. 18

Stand if you want to Using a standing desk can be a good change of pace from sitting all day (and might even be your preferred way to work all the time), but the science is far from settled. “I’ve been itching to get a standing desk. After all, America’s sitting itself into an early grave. Sitting is the new smoking. Clearly, a standing desk would stop me from sitting, and standing is just so much better for you than sitting, right?” “Contrary to popular belief, science does not say so.” Bucket of crazy The surprising, profane story of the …

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Meno Mosso: HodgePodge for Mar. 11

Musically speaking Interesting, long and subtly interactive, this New York Times piece looks at where popular music is heading. “One of the great tricks of pop music is that no matter how much we like to imagine it’s about musicians expressing themselves, it tends to be more useful as a way for listeners to figure out their own identities: Each song lets us try on a new way of being in the world. For a long while, the idea was that young people could use music to shape their style — their clothes, their haircuts, their sense of cool. Then …

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Snap Decision: HodgePodge for Mar. 4

Work it In New York Times Magazine’s The Work Issue, they featured articles on work-life balance, hiring practices, lunch breaks and this interesting long piece on how to build a team: “Yet many of today’s most valuable firms have come to realize that analyzing and improving individual workers ­— a practice known as ‘employee performance optimization’ — isn’t enough. As commerce becomes increasingly global and complex, the bulk of modern work is more and more team-based. One study, published in The Harvard Business Review last month, found that ‘the time spent by managers and employees in collaborative activities has ballooned …

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