Social Media

We recently managed a client event that had a live stream component. The engagement that this event had showcases how powerful this type of outreach can be.

This was an important industry-relevant event and it featured three exceptional speakers – all experts in their field (which are closely related). People had flown in from across Canada to the venue in Vancouver’s Lower Mainland and we had a packed house of well over 200 people.

There wasn’t room for everyone who wanted to attend and some influential professionals couldn’t make the trip here – and that’s where the idea for the live stream on Facebook came in. Live streaming provides the opportunity to extend and expand an event’s reach and ROI – and to create strong engagement with your audience.

No matter how many times we have produced live stream events (and they are becoming a regular occurrence in our world), there is always a concern about them. We work with an exceptional videographer/live stream team that consistently delivers excellence – and yet we still lose sleep when we have a live streamed event coming up. Well, more sleep than usual. We worry a lot – will the technology work, will the Wi-Fi go down, will the online audience have a positive experience… the list goes on and on.

We did produce our first live stream about five years ago with the Missing Women Commission of Inquiry. There was a series of public policy meetings planned and we knew that it was crucial that those who were not in Vancouver had the opportunity to view the meetings and to provide feedback.

Facebook Live and other live streaming platforms weren’t out yet – so we streamed through the Commission’s website. There wasn’t a huge opportunity with technology and within our budget to be interactive during the live stream, but it did allow interested individuals and groups to watch and provide feedback to the Commission via e-mail.

Today, interactivity is a key component of a live stream, and it improves the experience substantially. Given our extensive experience with this type of engagement – live streaming an in-person event – we thought we would share some tips and insights on how to produce an effective live stream.

Tips for a Facebook Live Event

  • Hire a great videography team – we work with Sean Lam and his team and highly recommend them. Call us if you want more information, but I can tell you – they are excellent partners. They are skilled, experienced and they care.

 

  • Identify the purpose of the live stream – is it to increase Facebook followers? Build engagement? Educate? Entertain? Influence opinions? Provide news and updates (especially important if you are dealing with an issue or crisis)?

 

  • You need to know what you want to achieve before you plan out your live stream content strategy.

 

  • Promote the live stream from two weeks out. Any earlier and people won’t notice. From two weeks out, push out information via Facebook, e-mail, your website, your newsletter, via event announcements and other communications methods.

 

  • If you have speakers, ask them to (please and thank you) promote the live stream to their community. And help them to do it by providing visuals and content. Make it easy for them.

 

  • Run special promotions one week ahead of the live stream. This could include giveaways or other contests. Engage the audience with the subject matter that the speakers will address.

 

  • Double, triple and quadruple-check your technology.

 

  • Review your speakers’ presentations to ensure that they will work for the live stream.

 

  • Put up signs at the event so people in the audience will realize that there is a camera and that if they walk in front of it, they will block the view for the people online.

 

  • Assign someone to monitor Facebook for comments and questions – and to engage. If there are breaks in between presentations, have that person ask the online audience questions.

 

  • Ensure that if the speakers take questions, the audience on Facebook has a chance to ask some too.

 

  • If you can’t get to all of the questions on Facebook, explain to people that there is a limited time for questions. If there are questions that the Facebook engagement person can respond to, do that.

 

  • Ensure that the person engaging online knows the full presentation schedule and can explain what is happening and that the video will be available post-presentation for viewing.

 

  • At the end of your event – thank the Facebook audience specifically for being there. They took time out of their day to participate in your event.

 

  • Post-event, go through the comments and make sure that you have responded to each one. In the hectic pace of a live event, it is reasonable to expect that you will miss a few.

 

  • Find a quiet place, post-event, to have a glass of wine or a beer. You deserve it!
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By Ruth Atherley

I have a diverse group of “friends” on Facebook. Some are family, some close friends, and some I have met through work or even through online groups and courses. They don’t see the world from the same perspective or through the same lens – at all. It can be very interesting to watch the differing opinions come out when something serious is going on in the world.

I think that stepping out of my own biases is important. I work hard to understand why people feel the way they do about a topic – and it’s not always easy to do when it appears that their values sit opposite to mine. I might not agree, but I do try to dig in and appreciate where they are coming from. As a global citizen and as a communications professional, I believe it is my obligation to put my personal lens aside so that I can better understand what their motivating factors are, especially for some of the more extreme opinions. It’s not comfortable or easy. (And I admit, there are quite a few ideologies that have recently become emboldened that I will never understand – and that I publicly push back against. But that is a blog post for another time.)

Often, a situation will arise or an incident will happen that has people commenting online – including on my Facebook page, which I take as a little microcosm of the world. And it is surprising how people can interpret what happened differently – usually in a way that supports their own belief system or narrative.

Even something as innocent as a little Facebook meme reminds me of how important it is to take the time to understand how your target market or audience sees the world and will view the information you want to share with them.

The other day, the image we have shared in this post was making the rounds on Facebook. It seemed like a pretty harmless little meme. Within a few days, two individuals on my Facebook page had shared it. Their description of it and the comments that were added by their Facebook friends were very different.

One person’s opinion was that when something happens on Facebook and people send “positive energy” and “love,” it is a useless, empty act that means nothing. Each of the comments on this person’s post agreed with him. It took on quite a mocking tone about how sending “positive energy” helps no one who has just experienced a terrorist attack, the loss of a loved one, or is having a difficult time.

Another Facebook friend shared the same meme – and said that this is exactly what is in her mind when she sees someone sending “positive energy” – that they are letting you know they are thinking about you and that they care. And the comments on her post supported that opinion.

As a communications professional, it is up to me to make sure that when a client is planning some type of announcement, campaign or initiative, we are all fully aware of what the response might be. And – even what might, to some, seem like a positive event or project could receive a critical response from others. You can’t make assumptions that everyone is on the same page or that they will see this (or anything) from the same perspective.

We have to be hyper-aware of any potentially negative or critical response and help our client to: a) understand why there might be this type of response; and b) to get ahead of it and be prepared. It doesn’t mean that we can make it go away, but perhaps there is a way to acknowledge and address the criticism(s) during the planning stage.

We all have biases and we see the world through our own experiences and belief systems. As communicators, we need to step into this and take the time to understand what that really means for our clients.

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By Ruth Atherley

We recently had a potential client come to us for a social media strategy and tactical plan. They also wanted us to implement the plan. As they laid out their goals, targets and key performance indicators (KPIs) for the first six months, we worked to respectfully, but honestly communicate that what they expected was close to impossible – for anyone. (And that anyone who said they could achieve those targets was either misinformed or overselling themselves.) In addition to unrealistic goals, they had an incredibly small budget. They were adamant about their expectations and didn’t want to hear our feedback about the realities of what could be accomplished. It was clear that this client wasn’t a good fit for us, so we respectfully declined this contract.

We love social media and have an in-depth knowledge of the power of social networks and online engagement – but it takes resources, effort and time to build a community, to create engagement, and to facilitate communication and dialogue. We’ve been including social and digital media in our strategic communications plans since we opened our doors over 14 years ago. And we have learned some valuable lessons about what it takes to do social and digital media well.

View social and digital media as a component of your overall communications strategy.
No element is a stand-alone and there will always be overlap. It is crucial that you don’t just repost the same content on all of your networks. Change it up a bit to speak to the specific community or stakeholders, use different images, and stagger the posts from one network to another.

Don’t try to be all things to all people.
Unless you are a large consumer product or service company – limit which networks you use. It is impossible to keep up with multiple social media networks and do it well. Pick your top one, two or three and do those well first – and then see how you can expand out.

Create an editorial calendar.
Have it include all of your communication vehicles, networks and outreach. Identify the events, initiatives and information you will share and work through it like a magazine would work through their editorial lineup for the year, quarter, month and week.

Put enough resources into it to do it right.
Having someone manage your social media from the side of their desk doesn’t work anymore.

Respect the fact that your social media channels are a megaphone to the world.
Copyedit, proofread and fact check what you are saying. It matters.

Give yourself time to build a community and to create engagement.
Don’t expect that you will have thousands of followers the first week you are active on a social network. It doesn’t work quickly – and you want a good community that will engage. That takes time.

Give more than you take.
Engage with others. Comment, retweet and share. If you aren’t actively supporting others, you can’t expect them to support you.

Keep the algorithms of the social network in mind.
On Facebook, your followers might not see a specific post. Comment on your own post or respond to a comment to help bump it up a little. Don’t repeat a post three or four times a day – that becomes irritating to your audience – and don’t try to trick them by changing up one thing like an image. Your audience will see through that. If you want to make sure they have seen your post, find different ways to showcase it that isn’t irritating and repetitive.

Repurpose content.
Spread it out over a range of channels and social networks – plan it out with the editorial calendar.

Social and digital media are important parts of a communications strategy. To do it well, you need time, resources and action.

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dreamstime_xs_65257404We spend a lot of time talking about, producing and getting client approval on great content here at AHA. We create a range of pieces – from speeches to newsletters, web content, editorial-style articles, infographics, presentations, video series, photo essays, news releases, media pitches, social media content (including Twitter, Facebook, Snapchat, LinkedIn and more), blog posts… and so much more. And – before we put pen to paper, fingers to keyboard, turn the camera on, or open PowerPoint, Keynote or iMovie… we identify who the targeted audience/community is and work out where the content will be distributed, shared or shown.

We’ve all heard that content is king, but is it really king if it’s not effectively distributed, shared or shown? You can create the best content in the world, but if you don’t share the content in the right place – the place where the targeted individuals, groups or communities are – then it isn’t effective.

For content to work, it has to be seen, be understood and, in most cases, be shared by the influencers, the engagers and the leaders in the target market. By creating content that authentically speaks to them, that resonates and that attracts, and by making sure that it is seen at the right time and in the right medium or network – you are creating the opportunity to ignite the engagement with your stakeholder groups. This is such an important piece of stakeholder engagement and one that is often overlooked when developing a content strategy. It makes a huge difference in the results that you can generate through branded content.

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