I spent 2 hours yesterday afternoon filming social media content for a band. I was filming the sound check for a concert in a cathedral that is undergoing renovation work. Renovation work that includes the removal of photographs, paintings and any kind of sound-proofing that would have enhanced sound quality. With no audience members present for sound to be absorbed into, or bounced off of, the beautiful music that we should have heard on film just sounds like noise. Not good.

So, I have made the decision to scrap all footage. Despite this meaning that yesterday afternoon’s 5 hour round trip was a waste of time and effort, the video sound quality would do more harm than good to the band’s brand. The idea is to promote how fabulous the band is, not publish second-rate noise that a B-side standard band could produce.

This experience should be noted by every business that uses social media. Just because you have spent time, effort, and money, creating video footage, does not mean you HAVE to post it. If you are in any doubt as to whether it shows your business off to its maximum potential, don’t post it. You need to be confident that a potential customer, who has no prior knowledge of your brand, will see it and become a paying customer. Otherwise, what’s the point?

Things to check for are:

Visual quality: Is the quality good enough for your purposes? These days, smartphones offer good quality cameras but their suitability depends on where you will be posting your content. Twitter – quality doesn’t have to be fantastic. YouTube – maybe you need to invest in a camcorder.

Sound quality: Is your content audible? Too loud? Overpowering? Should you invest in microphones? Scatter blankets etc to absorb sound? (The problem was too big yesterday – this trick wouldn’t have worked for us!)

Don’t self-sabotage your brand by posting inferior content. It’s much better to be slightly miffed at wasting a Saturday afternoon than to risk devaluing your brand.