It’s a fascinating time to be a comms person… new tactics emerge and old ones fall away.
But like anything, your decisions should be driven less by the shiny and what will get you results.
So, Facebook Live. It’s something I’ve been fascinating by for some time.
The idea is quite simple. You post to Facebook and you have the option to create a live broadcast from your device’s camera as simply as posting some words.
But where does it fit into the landscape?
It’ll help you beat the Facebook algorithm
Being admin of a page used to be such fun. You posted something and your audience saw it, liked it, commented on it and shared it. You sat back and took the applause. But since Facebook Zero and Mark Zuckerburg’s announcement earlier this year that you’ll see less from pages and more from friends and family that’s long gone.
Right now though, use a Facebook Live broadcast and you’ll be reaching more people.
But what do we do?
Here’s where it gets interesting because you are really not hemmed in right now by convention. We’re all learning but please, for heaven’s sake, look outside your sector to see how others are doing it.
Sure, think calls to action. But also see your broadcast as educational, fun and interesting that will build your audience for a time when you really want them to do something. A social channel that’s just one long call to action isn’t fun.
Broadcast because the value is to be in the right place at the right time
English Heritage look after Stonehenge. This collection of Neolithic stone tablets has fascinated people for thousands of years. At the moment of winter and also summer solstice the sun shines perfectly at an angle. It is a special place to be. So a live broadcast of the moment and the build up to it makes sense.
Broadcast because you’ve got something visually interesting
National Rail celebrated the longest day of the year with a live broadcast from a GoPro in the train driver’s cab of the Aberdeen to Plymouth service. This is the longest in Britain and runs through some stunning scenery.
It says that the country is amazing, that as a feat of engineering its incredible and also that National Rail understand how the internet works.
Some kickbacks emerged when it was admitted that the video was not as live but the playing of a video recording. But I get that. But then again, what would a livestreamed suicide do for anyone? Or for the organisation’s reputation if the train broke down?
Broadcast because you are commenting on breaking news
Look at what newspapers are doing. They don’t call themselves newspapers anymore. They’re media companies that happen to produce some print.
When the football fixtures were published my team Stoke City’s local media company ran a Facebook Live to run through them. Leeds away is first up. They incorporated comments from readers – or should I see viewers – too.
The camera work wasn’t amazing. It doesn’t have to be.
Broadcast for a Q&A
Over in the Public Sector Comms Headspace Facebook group I’m admin of, we ran a Q&A ahead of GDPR on how they may affect websites.
From the more than 2,000 members of the group we had more than 900 views and more than 50 questions and comments which was fine with us. We’re a niche but highly active forum.
If you’re a member you can see the broadcast here. But as the stream went into a closed group we can’t embed it elsewhere on the internet.
The topics you can live broadcast are pretty wide and vast. I’ve blogged more than 30 of them here.
So, if that’s the topic, how do I do it?
I co-deliver workshops on live video skills that goes into the planning and the delivery using some handy BBC principles.
Before you go live, run a test broadcast where you broadcast only to yourself. You can select ‘only you’ from the settings before you hit post. This allows you to see if your device can be help landscape or has to be held in upright portrait mode. At a big set-piece event like an election count you’ll need to be aware that media companies will more than likely be broadcasting.
But what if my audience isn’t on Facebook?
Then don’t use Facebook, you big silly. With Twitter, Periscope is the live app of choice and instagram and YouTube have their own functionality. But the numbers behind Facebook make it important.
I’ve heard it said that people are leaving Facebook. The stats don’t support that globally although I’ve heard of people leaving the platform in the wake of the Cambridge Analytica saga. That’s fine. I get it. But until there is a better way of sharing cat videos the mass audience isn’t leaving Facebook anytime soon.
I’m @danslee on Twitter and dan@comms2point0. If you hate missing out on the good stuff subscribe to my weekly email here.