The enormous growth of the worldwide web and the expansion of broadband has changed the way we communicate, fundamentally altering the way we do business.

As online video capabilities increase, companies, nonprofits, and other organizations are turning to video as a high-impact way to communicate their message to stakeholders: customers, clients, investors, prospective employees and others via the web.

The ability to imbed video via the Internet has inspired many companies to exploit video as an effective way to move people to action – whether on LinkedIn, Facebook, YouTube, or a company website. We all respond to stories, and every company has unique set of accomplishments and experiences to tap into. By doing so, a company can connect with its target audience in a more meaningful and memorable way.

It's not always easy for companies to identify and articulate the best narrative to suit the situation, however, and few have any familiarity with the opportunities and pitfalls of digital storytelling. 

• Some are tempted to think that having any video is better than not having one.  With digital cameras and editing software programs so available, some companies assume that just about anyone can shoot a digital video, and then edit it on a laptop. But videos are like any other form of professional communication. There's a big difference between a project that's thrown together on a shoestring, and one that is produced by a seasoned crew with a proper budget. Inevitably, the quality of a company video will have a direct impact on the company's image and credibility.

• A digital story is still a "motion picture." When a project is reality-based and uses authentic elements, it takes a special expertise to produce a polished result. The work must be visually interesting and emotionally engaging. It must have a well-thought-out structure, with a beginning, a middle and an end. Even when real people and not actors are featured on screen, casting is important, and good editing and sound mixing are always essential. 

• It can take a professional filmmaker 30 years to learn how to tell a story well on screen. There is much to consider and plan before the camera is rolling, and much that still remains to be accomplished after the shoot. Audiences today expect far more than they once did. They're accustomed to high-end films, TV shows, and documentaries. While the result should always be seamless and look effortless, a great deal of talent and effort go into creating a truly professional production.