Should Your Brand Be on Facebook Live?September 20, 2016
Since its inception, Facebook Live instantly caught my attention. The ability to become a live broadcaster at any moment of the day is truly a powerful tool.
Previously, I had the opportunity to work with brands like Applebee’s and Barilla Pasta on live video strategy, and as an on-air personality. But with the advent of Facebook Live, I knew there would be a whole new participatory broadcasting because of how massive and robust Facebook is!
Now at Aftermarq, we produce, in conjunction with Enlighted Audiovisual, our show Afterthoughts on the back of the Facebook Live video API. We’ve also begun working with brands and publishers like SAP, Digiday, and Tapinfluence to create programming that fits their brand goals.
There are so many benefits to using Live, not just algorithmically, but in humanizing your brand and effectively defining leads, too!
In this series on Facebook Live, we’ll dive deep into several topics, including:
- How to decide if your brand should be on Facebook Live
- Utilizing a strategic Facebook Live editorial calendar
- How to effectively host and prepare content for a Facebook Live broadcast
- 7 tips for being an engaging presenter on Facebook Live
- How to define warm & cold leads during your Facebook Live broadcast
- Why/how you should follow up with participants after a Facebook Live session
- Vanity vs. important metrics for measuring the success of your Facebook Live broadcast
Is Your Brand Ready for Facebook Live?
In order to effectively use this live video platform, you must ask yourself if your brand is ready for Facebook Live.
This has nothing to do with assembling equipment or hiring influencers, like we did for Applebee’s social media extravaganza last summer – it has everything to do with the plans that you put in place to create engaging live content that makes your audience want to share it with their networks.
With every brand we’ve consulted, we’ve asked these questions:
- Why do you want to go live?
- How do you handle negative audience comments/reviews?
- Will you mandate a script?
- Who will you empower to go live?
- What does success look like?
Let me skip ahead and tell you what the answers to those questions should look like in order to have a successful Facebook Live plan:
- We want to go live because we want to show our customers that we’re listening to them and share exclusive content that they can’t see anywhere else on social media.
- We embrace negative comments and reviews, and use them as a discovery tool to learn more about our processes and how we can be better.
- We would not want to squash creativity with a script. However, we feel that a guide or outline should be in place for our broadcasters.
- Let’s empower employees at all levels, and even our customers, to be featured on our live video streams. We’d like to get as vulnerable as possible.
- Success involves driving brand awareness through an engaged Facebook page that fans use as a channel to feel closer to their favorite brand.
Two Common Misconceptions
Is this usually the case?
Not even close.
Many brands answer the first question by saying they want to “go viral” or gain fame haphazardly like Chewbacca Mom (see below). And when it comes to what success looks like, they immediately go to the “bottom line.”
I’m not saying Facebook Live won’t help your bottom line, but I am saying that it takes time and consistency.
Consistency requires an editorial calendar and content planning. Yes, even going live “off the cuff” requires planning.
Consider, what kind of calendar works best for your brand? More importantly, what schedule and content do your fans want to see?