Via the Washington Post "Campus Overload" blog:

YouTube has other purposes besides providing an open forum to submit your resignation or trying to figure out what Dan Rather just said on a Wednesday night in 1986.

You can find video of serious debates on topics from investigations at Ohio State University to the merits of Darwinism.

But there is a third class of video which can be found in the middle of these other two groups: The serious actor in a non-serious role. Just like Meryl Streep and Pierce Brosnan in Mamma Mia!, these messages can feel out of place but still do very well. (The Mamma Mia! film grossed $144 million)

Which brings me to my local example. Tom Kazee Searches for his Office

I give this one three stars. Its been posted three weeks, been posted a few times on Twitter and Facebook, been spammed to the entire University which he is touring, gotten a plug on the Washington Post blog (mentioned at the top of this post), and still only received 4100 views. I'm sure Evansville's social media consultant Dana Nelson would say that more could have been done with this particular video to help it get out. But at this point, its probably just in the "old" pile. The premise, writing, and performance are reasonable (if occasionally "out of place"), and the reaction I've seen from others around town is that the video is cute.

If cute was the goal, that's good. But webcasting is not the same as broadcasting or publishing. You really have to think about your audience. According to YouTube statistics, most of the viewers of the video were over the age of 50. And here I was thinking this was targeted at current and prospective students as a gesture of good faith that the school's president is interested in learning about the activities they participate in every day.

If my prediction is right, then the marketing didn't work out quite as planned. Of course I could be the one who perceived the purpose wrongly. But hey, I found it cute.