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Considering hosting a webinar to promote your company?  I would recommend against doing it yourself.  Why?  Because this medium offers significant opportunity for failures.

While webinars have gained momentum recently, consider all of the points of contention that need to be navigated.

First there is the technology aspect.  The presenter is not only dependent on the presentation technology, but is also hostage to whatever technology deficiencies there might be on the viewers’ side.  If these technologies aren’t cohesive it makes for an inadequate experience.

Throw into the mix that audio may be received via the phone or the Internet, that videos, polls & slide presentations may be included in the delivery and that connection between the user and the viewers isn’t guaranteed; there are a myriad of technology pitfalls to avoid.

Next consider the presentation components.  This includes the content being distributed, the flow in which it’s distributed and the presenters ability to distribute.   Because webinars have a captive audience the content needs to be narrowly focused and pertinent to each viewer.  It needs to be organized in a manner that is easily digestible, but is interesting enough retain attention.  And after these two objectives are achieved it is up to the presenter to thrive in the medium and distribute the message effectively.  There is no “reading the audience” when using this platform.

Got a check mark by everything so far?  What about feedback?  Typically a webinar presentation is followed by Q&A.  Ready for the tough questions?  Prepared to make your answers public?

I have participated in quite a few webinars over the past year or so.  Each time my perception of the presenting company has been change, but rarely for the better.  Brands need to treat this dynamic communication medium for what it really is - a live event.  Continue treating it like an online powerpoint and risk losing the advocacy of those who volunteered to engage your brand.  Its simply not worth it.

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