We’ve all witnessed the explosion of video on the consumer side of social media, underscored a few weeks ago by LinkedIn adding the ability to create video posts. Additionally, as Global 2000 companies are quickly realising, the same explosive growth of video is happening right now at the enterprise level, as they deploy social business applications like Yammer, Jive, Connections and SharePoint and the use of social business video skyrockets. In fact, McKinsey & Company recently ranked video sharing among the top three fastest-growing Enterprise 2.0 technologies, along with blogs and enterprise social networks.

Of course, this growth has enterprise technology leaders—particularly in IT departments—both excited and concerned. Right now, they’re asking themselves how they can encourage employees to create and share increasing amounts of video without compromising our internal networks.

Is Your Video Platform Ready For Social Business?

Organisations are using enterprise video platforms as powerful video engines to take the load off of their social business applications and add scalability to the equation.

Imagine a world where social business application users—by the thousands—are creating and sharing video through your company’s network every day. This is both exciting and terrifying because the fact is, it’s already happening in organisations that have prepared for it, and it’s going to happen in your organisation soon. Video is powerful, emotive content that can energise sharing and dialogue on internal social business platforms. It helps businesses accomplish exactly what they need from their social business applications—give employees a way to connect personally, share knowledge and engage with information.

But how do you keep social enterprise video from becoming too much of a good thing? Large enterprises with thousands or tens of thousands of employees need an efficient system specially tuned for managing and delivering video at scale—over existing networks—to any device, anywhere with no spooling or outages. Not all enterprise video platforms are created equal and here are some questions you’ll want to ask when evaluating your current platform or the best platform for your company—or in some cases your current platform.

Is Your Video Platform Seamless For The User?

Social business is meant to be engaging and intuitive and not to generate more work. Your enterprise video platform shouldn’t get in the way of business productivity. Instead, it should function behind the scenes and be transparent to users. Employees need to easily capture and share videos, right from the social business application, without learning another tool. For example, when a video is shared on the social platform by an employee, their team or “followers” should be able to open and view the video without leaving the application. The video must be served by your enterprise video platform without the need to download or upload files from the desktop.

Is Your Video Platform Truly ‘Enterprise Grade?’

Enterprise environments can be very demanding and any video platform worth considering must have a track record in complex enterprise environments like yours. Is the solution proven in large enterprises that use live, streaming and on-demand video on a global scale? At a minimum, make sure it includes the tools that your IT team needs, like for instance automated workflow, to wrap each video in security and metadata in a standardised manner.

With all backend management handled in one place, video can be delivered securely to all your distributed locations with one set of management rules. You’ll also need real-time analytics to evaluate usage behaviour, compliance and other metrics that will help you understand and enhance the value of video within your social business.

Is Your Video Platform Extensible?

To put this question another way: “How future-proof is the system?” Technology and business requirements are in constant flux. So, your enterprise video platform must be “extensible” meaning the software must have an open, service-based architecture. This makes your video platform integration-ready so that third party developers (including your own internal developers) can fuse their software directly with the video platform. A service-based architecture ensures that the integration is sustainable as both systems evolve. Ultimately, this is how an expert-designed enterprise video platform is built to serve many different applications well into the future.


Extending the capability of your enterprise video platform does a lot more than simply preserve your investment. It breaks down business application silos and magnifies the productivity of any application that uses video. For example, all your systems—such as Office 365, Citrix, IPTV—can share the same centralised video resource. That certainly creates opportunities.