An audio webcast is much less expensive to produce than video, which involves onsite production costs for crew, lighting, and equipment. So you need to decide whether an audio Webcast is sufficient or whether your audience needs to see full video of speaker with live integration of speaker support. Keep in mind that a video Webcast also demands higher bandwidth from Web users. So before making these crucial decisions, find out your audience's bandwidth, firewall or VPN limitations and Web usage habits.

4. Make it navigable.

When you need to run a long piece of video, simply break it into manageable pieces and let user navigate among them. This is another way to put user in driver's seat and ensure that video is well-received.

5. Test it.

Most sites test their video streams prior to deploying them live, but what about a week or a month later? As your site changes, so does its ability to support streaming video. Constant vigilance and good measurement tools, like those that provide metrics for different times of day, days of week, geographical areas and so on, are a good investment.

6. Make sure it’s necessary. Many sites are tempted to run video just because they can, and that’s not a good reason. Video should add to your message or present it in new, compelling ways. A talking head spouting a marketing statement is not an example of compelling video content.