Yes, indeed. All the cool kids are doing it. Facebook Live is the new social media rave. Not surprising is its adoption by public relations professionals.
We’re already recommending it as a viable tactic for client broadcast campaigns. Like any new tool, however, we all walk before running, but PR pros are growing increasingly comfortable with Facebook Live posts on brand pages.
What’s also fascinating is the broadcast media’s adoption and implementation. Morning show radio producers are live-streaming on-air talent, reporters are out in the field going live after their regularly scheduled broadcast hit. And print media are diversifying their digital content with scheduled Facebook Live interviews.
With Facebook, all but confirming their all-in effort to move the platform to predominately video, we are keeping our eyes on the social network’s moves.
Here are four lessons we’ve learned when executing Facebook’s live video feature.
1.) Incorporate Your FB Live Segment Into your SMT and Keep Your Set
One of the easiest ways to cash in on live streaming on Facebook is to conduct an interview as if your talent were speaking to any other traditional outlet. Incorporating a Facebook Live segment during a regularly scheduled time window of a media tour allows your set to remain consistent and intact for branding purposes and, more so, efficiency. You’re already situated in a studio or on-location, and the talent is already conditioned to deliver the messaging from prior interviews. If you are somewhat uncomfortable with broadcast tactics such as an SMT, get more familiar with radio or satellite tours first and then try it out with Facebook. Scheduling logistics and media management can be difficult without a better understanding of your primary tactic. Remember the FB Live segment is just an add on.
2.) Get Ready
One of the easiest ways to cash in on live streaming on Facebook is to conduct an interview as if your talent were speaking to any other traditional outlet. Incorporating a Facebook Live segment during a regularly scheduled time window of a media tour allows your set to remain consistent and intact for branding purposes and, more so, efficiency. You’re already situated in a studio or on-location, and the talent is already conditioned to deliver the messaging from prior interviews.
3.) Go Longer and Schedule Appropriately
As mentioned above, the media are on the hunt for any great opportunities to interview interesting people discussing timely, topical information or events. That’s where Facebook Live comes in. In an effort to get more eyeballs to their digital platforms and impress potential advertisers, the media understands certain live stream opportunities are well worth their time. So if you invite them to interview someone associated with your client, it’s best to give them more time on the schedule. A typical television or radio interview can go three or four minutes max, but Facebook Live interviews should go longer.
4.) Make It Engaging
Brainstorm ways to keep the interview less formal and more ad lib. Understand that an online audience’s attention span is short, so what will your segment offer to keep their attention?
What all public relations professionals should remember is that the digital space is a multichannel one; so utilize Facebook Live where you see it practical and beneficial for your client. While Facebook Live enables you to take your client messaging beyond broadcast, don’t use it in your every day strategy just to say you did it. Make sure you’ve thought out exactly how it could enhance the experience of your most devout online followers. Facebook Live posts on a brand’s page will add a digital dynamic to any tour, which was an unforeseen opportunity last year at this time.