When it comes to live events, the growing expectation is that they will be covered in real time.
Increasingly, organizations are turning to Facebook Live, Periscope, and Twitter to increase viewership and engagement before, during, and after their events. Whether streaming video or live tweeting, here are some best practices for engaging with your audience:
Streaming Video
Before the event:
- Promote your broadcast on social media several days in advance. Consider creating a hashtag and Facebook Event to share details and generate discussion.
- Ask internal and external stakeholders, guest speakers, and partners to share your promotional posts and/or hashtag.
- Build in prep time to configure your live stream setup and test your connection.
- If you’re taking Q&A, solicit them from your online audience and develop a few extra questions as back-up.
During the event:
- Use a stand to keep your phone or tablet secure. We recommend the FAVOLCANO Mini 360 Rotatable Stand Adjustable Tripod Mount with Holder or the Acuvar 50″ Inch Aluminum Camera Tripod and Universal Smartphone Mount.
- When available, utilize external microphones to improve sound quality.
- Appropriately title your broadcast, including the use of related hashtags.
- If you are acting as moderator, and are switching between front and rear-facing camera, consider distancing yourself from the lens and allowing a few seconds so audio isn’t lost.
- Plan to communicate with your producer and/or moderator in real time via Slack, IM, or Google Docs to track and answer viewer questions.
- If you need to ban a user on Periscope, simply click on their comment.
After the event:
- Make sure to record video from your phone after the broadcast so you can upload and share it from YouTube or embed on your website.
- When using Periscope, share the desktop broadcast link for 24 hours after the recording starts.
- Be sure to thank your community for tuning in, and address any additional comments or unanswered questions.
- Capture key analytics such as viewers, average view time, reactions, etc. and generate an executive report as a benchmark.
Live Tweeting
Before the event:
- Alert your followers of your event by share multiple tweets ahead of time.
- Tweets with images, GIFs, or videos perform much better than text alone.
- Make sure your tweets bring value to those reading it and keeps them informed.
- Use the right hashtags and handles. Make sure you tag relevant internal organizations in your photo or in the speaker lineup.
During the event:
- Make the content so exciting that others wish they were present. Maybe they’ll come next time!
- Get quotes from attendees with how they are reacting, what they think of the event, etc.
- Retweet other people’s tweets, particularly from influencers in attendance.
- Favorite other good tweets, and reply directly with thanks.
After the event:
- Thank your attendees and viewers for participating.
- Consider creating a Twitter list of attendees so they feel part of your community.
- Share photos, highlights, video clips, for several days until engagement wanes.
- If possible, offer ways for your audience to stay engaged, such as reading blog posts, signing up for your newsletter, or registering for future events.
- Develop an editorial strategy between events, and continue using your hashtag when sharing relevant news or information.
Want to make social media a centerpiece of your event?
Find out how to do it with Tagboard.
If you have questions or need support covering your live event, email socialmedia@wharton.upenn.edu with a few additional details, including the date, club, topic, and what you’d like to capture.