HHS YouTube Guidance

Introduction
YouTube Channel Agreement Basics
YouTube Content Managers
YouTube Basics
Pre-Existing YouTube Channels
Approval of an HHS YouTube Sub-Channel
Approval of Individual Videos
Uploading Videos
Management of Channel Activities
Search Engine Optimization (SEO)
Embedding a Video from YouTube on HHS Web sites
Help Resources
Definitions

YouTube owned by Google, is a free online video streaming service that allows anyone to view and share videos that have been uploaded by registered users.

The Department of Health and Human Services (HHS) has reached an agreement with Google, Inc. that covers all HHS Agencies, Offices, and Programs (hereafter referred to as Agency).

The guidance below applies to the content posted on the HHS YouTube Channel and any other sub-Channels created by HHS Agencies.

The HHS YouTube Channel is at www.youtube.com/USGOVHHS . HHS YouTube Channel activities are managed by the HHS Center for New Media (CNM). You can email the CNM at newmedia@hhs.gov.

II. YouTube Channel Agreement Basics

Under the Federal Terms of Service agreement with Google, Inc. (TOS), each Cabinet-level Department may have its own YouTube Channel. The Department of Health and Human Services (HHS) has signed a license agreement with Google under the TOS.
The TOS and Channel are managed by the HHS Center for New Media within the Web Communications Division (CNM)
The HHS TOS covers by extension all approved HHS sub-Channels.
All video content funded or produced by HHS and its Agencies that is posted on YouTube must be posted to an HHS Channel.
A number of benefits come with the agreement with Google, Inc. These include, but are not limited to:
1. Legal restraints removed – Agencies posting to the HHS Channel are not required to sign an indemnification clause.
2. Ads removed – When HHS video content is played in the playback view , the Promoted Videos are removed. Related videos remain.
3. Length restriction removed – The 10 minute time limit on videos is removed; however, there is a 1GB size limit.
4. Branding features activated – Certain areas within the Channel and in the playback view are made available for branding, including the placement of banners and images.

III. YouTube Content Managers

Each Agency must designate a YouTube Content Manager.
The YouTube Content Manager will serve as the point of contact with the HHS Center for New Media for YouTube-related issues.
The Content Manager will:
1. Be given training on how to upload and manage videos; and
2. Be responsible for uploading and managing all YouTube content for that Agency.
Smaller Agencies may want to combine resources and designate a single content manager to manage their YouTube activities.

IV. YouTube Basics

There are many variables that can be controlled within individual postings and within Channels as a whole. These variables often are modified, added, or removed as the YouTube service grows. Here’s a sample of the wide variety of variables:
- Quicklists – These are used to make a list of videos to watch later in a viewing session.
- Adding a blog to the account – A Channel can be directly connected to a specific blog. Once you've added a blog to a YouTube account, you can post videos to that blog directly from the playback view.
- Rating – If activated, users are able to rate a video on a scale of 1 to 5.
- Subscribing to tags – Tags are entered as descriptive metadata for each video uploaded. Subscribing to tags allows you to follow all YouTube activity surrounding a particular topic.
- Customizing the homepage – There are many ways to modify the way a Channel homepage looks.
- Annotations – Boxes and callouts can be superimposed onto a completed video to provide more information and link to other YouTube content.
Because of the many variables that can be controlled individually, it’s not plausible (nor is it the nature of these types of platforms) to create guidance around each item; it’s better for each Agency to be able to be engaged and personalize their activity so as to learn the nature of the tools. The CNM is a resource for sharing resources and experience.
Video Requirements
1. Videos posted to HHS Channels must serve the core communications mission of the posting Agency.
2. Videos posted on YouTube must be embedded (that is: shown) on an HHS “.gov” Web site (See Section XI of this document).
3. The description of the YouTube video must include a link to the Agency Web site where the video is embedded.
4. All videos posted on YouTube must meet HHS Section 508 requirements for accessibility.
  1. All HHS video content on YouTube must be captioned.
    1. For information on the captioning file types that are compatible with YouTube, see the YouTube Help Center .
    2. Additional information on captioning is available at http://www.hhs.gov/web/policies/webstandards/video508.html
  2. 508 Accommodation Waivers: Rare exceptions to the 508 requirement may be made in cases of engagement with citizen users. For example, when running a video campaign in which an Agency is asking for users to upload content directly into a YouTube Agency group, it would be unreasonable to expect or insist that all users caption their content.
    1. The YouTube Content Manager must contact CNM before bringing non-508 compliant video into the Agency’s Channel.
    2. The sponsoring Agency must demonstrate the ability to provide access to the video information. WCD has a support contract in place for HHS Agencies to use.
5. Note: Under no circumstances will non-508 compliant video be featured within an HHS Channel.
6. YouTube accepts the following video file formats for upload:
  1. Windows Media Video(.avi)
  2. 3GP (cell phones)
  3. .AVI (windows)
  4. .MOV (mac)
  5. .MP4 (ipod/psp)
  6. .MPEG
  7. .FLV (adobe flash)
  8. .SWF (shockwave flash)
  9. .MKV (h.264)
Content Organization
Users find video content predominantly through the search function on YouTube. Therefore, internal organization of video content is not a key factor in how a specific video is located. Associating related videos, however, is a way to increase overall views.
There are three primary ways to organize YouTube content: YouTube Channels, groups and playlists.
1. Channels. An Office/Agency may acquire its own YouTube Channel. (See Section VI for approval process.)
  1. Benefits of having your own Channel.
    - Ownership: The approval process for YouTube content on an Agency’s own Channel remains within that Agency.
    - Interaction: Users are more likely to identify with – and subsequently interact with – a Channel with a narrower focus.
  2. Cons of having your own Channel.
    - Resources: Full utilization of YouTube benefits, especially those around interactivity, take a significant amount of Agency time.
2. Groups. Channels are able to house multiple groups to separate video content. A group:
  1. Makes it possible for a user to browse all the videos of this Agency.
  2. Creates a defined content space within which each YouTube Content Manager maintains control.
  3. May be organization-specific. If an Agency does not have its own Channel, it is given a group within the HHS Channel under which its video content will be housed. For example, OMH and AHRQ could each have its own separate group.
  4. May be topic-specific. Groups are often used for specific campaigns and may involve interaction with other YouTube users. A campaign group may be structured to allow anyone to join and upload content to the group and interact with other group members through discussions. (See Section IX-D for information on how this can be moderated.) If your Agency would like to create a group for a specific campaign, please email the HHS Center for New Media.
3. Playlists. Channels are able to house a number of video playlists. When a user watches a video that is part of a playlist, the entire playlist appears next to that video. Playlists therefore can be a key way to maintain viewership and increase the visibility of other videos.
  1. HHS playlists are organized by topic. Note: Videos can be placed in more than one playlist.
  2. Management. While the Center for New Media will work to ensure proper playlist compilation, playlist maintenance will be up to the community of YouTube Content Managers.
  3. Inter-Agency playlists. It is up to YouTube Content Managers from each Office/Agency to work with others to create playlists collaboratively. For example, OMH and AHRQ may both have video content on health disparities. The YouTube Content Managers from OMH and AHRQ should recognize this and work to get these videos placed in a single playlist. CNM can help facilitate this process.
  4. Individual Agency playlists. Playlists also can occur within a single Agency. For example, AHRQ may have a series of weekly addresses around comparative effectiveness research. These videos could be put in a playlist, even though all videos are produced by AHRQ.
  5. Basis for approval. Approval for playlists occurring within an Agency’s Channel is up to the Agency. CNM approval is needed for playlist creation within the HHS YouTube Channel. Approval will be given if:
    - There is no other playlist on that topic;
    - There are at least three videos that would go on this playlist; and
    - The Content Manager making the request will take responsibility for maintaining the playlist. This includes responding to other Agency requests to add other video content to the playlist.
Video ownership
1. An Agency retains ownership of its video content regardless of the Channel to which the video is uploaded on YouTube.
2. Agencies will not duplicate, upload, remove, or edit the video content of any other Agency without that Agency’s written permission.
3. Agencies can and are encouraged to “favorite” and include in playlists the content of other Agencies (see Section IX).
Branding
The HHS Channel branding features (e.g. – the Channel homepage banner) may be modified, with CNM guidance, to provide branding for the new Channel while retaining a consistent look and feel across the spectrum of HHS sub-Channels.
The featured video is used to strategically promote timely, quality videos from the Department. (An Agency may suggest a video to be featured in the HHS Channel by contacting the Center for New Media.)
All HHS Channels are required to cross-promote all other HHS Channels by activating the “Other Channels” box in their branding features and therein listing the other HHS Channels.

V. Pre-existing YouTube Channels

Agency Channels in existence at the time the Google TOS was approved must be brought under the HHS TOS. The CNM will handle the application for moving Channels to be under the HHS TOS. Agencies with pre-existing Channels may grandfather their branding.

VI. Approval of an HHS YouTube Sub-Channel

Request for Channel
An Agency may request a unique YouTube Channel by completing the CNM online Request for Channel form. Approval will be based on the strategic need for a unique Channel. For a unique Channel to be approved, the requesting Agency must have a minimum of twenty videos to post or move to the Channel.
Training
Following approval of a Channel, the Agency YouTube Content Manager will receive training from the CNM.

VII. Approval of Individual Videos

Prior to posting on YouTube, all video content of an Agency must be approved through the same process by which Web site content is currently approved for that Agency.

VIII. Uploading Videos

When an Agency wants to upload video content to the HHS YouTube Channel for the first time, they must identify a content manager who will contact the CNM at newmedia@hhs.gov. The initial upload will be performed by the Agency YouTube Content Manager as part of the Agency’s training by CNM.
Following the initial video upload, the Agency’s video upload process will be performed or overseen by that Agency’s YouTube Content Manager.
The CNM will maintain a Web-based inventory and provide overall management of all content within all HHS Channels. Therefore, the Center should be notified though this online form [url will be provided] when an Agency:
1. Adds new video content
2. Removes video content
3. Makes a video private (that is: not available to the public)
4. Makes a private video public
5. Wants to create a playlist

IX. Management of Channel Activities

As indicated in Section IV-A of this document, the majority of Channel customization is up to the approval process of the individual Agency managing that Channel. The following are specific features that warrant highlighting.

Subscribing to other Channels
Subscribing to a Channel allows for you to be alerted when that Channel is updated.
1. An Agency may allow or deny anyone to subscribe to its Channel.
2. An Agency may subscribe to any government-operated Channel.
3. Agency management must approve subscription to non-governmental videos. Agencies may not subscribe to political videos.
Friending other Channels.
Becoming friends makes it easier to keep track of what your friends are favoriting, uploading, or rating, and makes it easier to share public or private videos. Because of the capabilities of subscriptions (Section IX-A), Agency Channels may not friend nor accept friend requests from non-government Channels.
‘Favoriting’ videos
‘Favoriting’ videos allow for external video content to be brought into a Channel.
1. An Agency may ‘favorite’ any government video.
2. Agency management must approve ‘favoriting’ non-governmental videos. Agencies may not ‘favorite’ political videos.
Comment moderation
Agencies have the option of allowing comments and video responses, subject to the following:
1. By default, comments are made in threaded discussions under each video and within a Channel as whole. There are four moderation settings for comments:
  1. Allow comments automatically. Agencies must not select this setting.
  2. Allow friends’ comments automatically, all others with approval only. As HHS Channels are not allowed to accept or make friend requests, Agencies must not select this setting.
  3. Allow all comments with approval only. This setting requires Agency management approval.
  4. Don’t allow comments.
2. Video responses can also be posted to individual videos. There are three moderation settings for video responses:
  1. Yes, allow video responses to be added automatically. Agencies must not select this setting.
  2. Yes, allow responses after I approve them. This setting requires Agency management approval.
  3. No, don’t allow video responses.
3. Comments posted must follow the HHS blog comment policy. Individual comments and video responses not adhering to this standard should not be posted.
4. If comments or video responses are allowed, they must be moderated – reviewed and approved by Agency staff.
5. All videos allowing comments must have the following in the video description: We accept comments according to our comment policy:
6. If comments are accepted, then all comments, including those not posted, must be retained as outlined in the HHS Web Records Policy at http://www.hhs.gov/web/policies/webpolicies/webrecords.html.

X. Search Engine Optimization (SEO)

The most important aspect of increasing rank is to create quality, meaningful content. The following items drive SEO and are dependent upon the viewers’ responses:
1. Number of views
2. Number and location of incoming links
3. Number of comments (if activated)
4. Number of Channel subscribers
5. Viewers’ ratings of the video (1 through 5 scale)
6. Others
YouTube SEO is also largely based upon the metadata attributed to each video. This data is entered upon uploading each video but can be changed at anytime:
1. Title of the video
2. Description of the video
3. Tags assigned to the video

XI. Embedding a Video from YouTube on HHS Web sites

It is the default feature of YouTube to allow anyone to embed any video. This is a key element in increasing viewership of videos.

To embed a YouTube video onto your site and comply with Federal policy you must:

Obtain the embed code from YouTube;
Maintain Section 508 compliance;
Remove the YouTube logo;
Link to a privacy notice; and
Provide access to download Adobe flashplayer .

Obtaining the YouTube embed code
To obtain the YouTube embed code, complete the following steps:
Related Videos
Related videos appear within the embedded video player after the embedded video has finished playing. Related video lists are calculated by a Google algorithm that may tie associations between our videos and videos that we don’t want to be associated with . Therefore, ensure “Include related videos” is not selected prior to obtaining the video embed code.
Delayed Cookies
Default YouTube embedded videos activate user-permanent cookies immediately upon landing on the page with the embedded video. Enabling delayed cookies prevents cookies from being set until the user clicks on the video to view it. HHS cookie policy requires that “Enable delayed cookies” be selected prior to obtaining the video embed code.
YouTube Logo and the Required Privacy Notice
Embedding YouTube videos on .gov domains automatically replaces the YouTube logo that typically appears on the bottom right of videos with the text “Privacy info.” This text links to the required YouTube privacy notice page. No additional steps are required by HHS Web staff.

XII. Help Resources

The YouTube Help Center is a valuable resource that is searchable and easy to navigate. Every Content Manager should be familiar with this resource.
The Center for New Media is continually investigating the many features of YouTube. Feel free to email CNM if there is a specific feature that you would like help on.

XIII. Definitions

The following definitions are of words used in this document that the CNM felt needed clarification above what the YouTube Help Center currently provides. Terms not found here can be, and further explanations of the below information can be sought for in the YouTube Help Center .

Branding – YouTube partners are given numerous branding options including adding at least three different banner and two icon placements, url tracking and redirecting, and further customizing the Channel homepage.

Figure 1. The HHS Channel Banner and a Modified Channel Banner.

Channel homepage – This is the main front page of a Channel. From a homepage, a user can navigate to see a number of second-tier pages. (See Figure 2) The homepage is customizable

Figure 2. Channel homepage with navigation to second-tier pages indicated

Featured video – A Channel can make a video prominent by featuring a video on its homepage.

Figure 3. The HHS Channel with the featured video indicated

Groups – Groups are ways to organize video content and/or provide an area for interaction with users. All Agencies that do not have a Channel but want to upload video content are given a group .

Groups page - Within a Channel, this second-tier page shows all groups of that Channel.

Figure 4. The groups page of the HHS Channel

[Agency] Group page – Within a Channel, this third-tier page allows for a user to browse and interact with a group of that Channel. This page has a unique url chosen with the group’s creation.

Figure 5. The Office of the Surgeon General’s group page within the HHS Channel

Homepage – see Channel homepage.

The HHS Channel - The HHS Channel is called USGOVHHS and found at http://www.youtube.com/usgovhhs

Playback view – the standard viewing format for YouTube videos. The playback view shows the playback page. For the sake of clarity, only the term ‘playback view’ was used throughout this document.

Figure 6. HHS video content watched in the playback view.

Playlists - Channels are able to house a number of video playlists . When a user watches a video that is part of a playlist, the entire playlist appears next to that video. Playlists therefore can be a key way to maintain viewership and increase the visibility of other videos.

Figure 7. An HHS video with its associated playlist indicated

Promoted Videos – YouTube Promoted Videos is an online advertising program that allows YouTube users to promote their YouTube video content on the YouTube website.

Sub-Channel – Any Channel other than the HHS Channel that is under the HHS Terms of Service Agreement with YouTube. This is not a YouTube term but is created for our purposes.

Videos Page – Within a Channel, this second tier page shows all video uploads of that Channel.

Figure 8. The video page of the HHS Channel

YouTube Channels - YouTube account profiles viewable by the general public and containing profile information, videos, favorites, etc. Only users with a Channel can upload videos and interact on the YouTube platform.