The programming for the 2018 PRSA Southeast District Conference is designed to keep attendees ahead of current and emerging trends.
One of the biggest for brands and social media is Facebook Live. During one of the Thursday breakout sessions, Sharon Delaney McCloud, VP of Development, Walk West.
McCloud is an Emmy Award winning television journalist, speaker, partner and Vice President at Walk West, formerly Greenroom Communications, in Raleigh, N.C. As VP of Professional Development, she heads up the firm’s media training and presentation coaching workshops. She also leads a team of creative producers who deliver premium video and digital content for Walk West’s clients.
How important is Facebook Live as a communication tool for brands?
Facebook is incredibly important for brands because it develops a two-way conversation with your customers.
Do you have a favorite brand that is using Facebook Live well?
Land Rover, Dunkin Donuts, Benefit cosmetics, BuzzFeed, UNC REX Healthcare, Triangle Physicians for Women
What’s the biggest mistake brands make when using Facebook Live?
Not doing enough Facebook Live broadcasts and with no consistency. Brands must start with a strategic plan for content that can be scheduled so that broadcasts can be promoted, executed, then boosted for maximum impact. Consistency is key, as well. For example, cosmetics company Benefit broadcasts on Facebook Live every week on the same day at the same time. They have grown their audience significantly by doing this.
With all the Facebook algorithm changes, how do I make sure someone sees my live event?
Videos are still favored under the new algorithm, but live videos will be even more important. In his announcement, Zuckerberg wrote that “live videos often lead to discussion among viewers on Facebook—in fact, live videos on average get six times as many interactions as regular videos.” This means if you haven’t already invested time and energy into posting live videos on Facebook, you 100 percent should do so now. This is one of the few concrete examples of content that will perform well under the new algorithm included in the announcement, so we would all do well to pay attention to it.
What can conference attendees expect to learn from your presentation?
- Framework to produce your own Facebook Live broadcast
- Distribution strategies to reach your audience
- How to measure your performance and optimize for future broadcasts
The PRSA Southeast District Conference takes place April 18-20, 2018, in Raleigh, N.C. For more information or to register, visit prsasummit.org.