Many brands have added Facebook Live to their social media arsenals to give audiences a behind-the-scenes look at trade shows and events. But with live video, haste commonly creates waste. In pursuit of an insider experience one can easily disregard the time and preparation needed to ensure a live stream leaves a good impression.
Communicators must have backup plans for contingencies such as unprepared spokespeople and technical issues, says Monica Patterson, supervisor of social media digital marketing services at Canon U.S.A. Inc. Among her other responsibilities, Patterson oversees Facebook Live streams at trade shows and events, which entails finding solutions for last-minute snags.
Patterson, who will be speaking at PR News' upcoming Facebook Boot Camp on July 20 in New York, shared four live video don'ts for brands broadcasting at events:
Allowing distractions into the shot. "If you're shooting at an event and you don’t have the area blocked off with signage or staff, unwitting attendees might walk right in front of the camera, which looks unprofessional and turns off viewers,” says Patterson.
Letting the cast wing it. Patterson says casting random attendees or vendors who are not comfortable onscreen paves the way for deer-in-the-headlights shots, which can include "ums" and "uhs" or subjects stuttering their way through a product demo or interview. “We rehearse Facebook Live subjects using a sample account—an unpublished Facebook page—before an event kicks off,” adds Patterson.
Want to use Facebook's latest tools for reaching audiences? Register for PR News' Facebook Boot Camp July 20 at The Yale Club New York, which features brand communicators from Seamless/Grubhub, Mashable, Weber Shandwick and more.
Not accounting for technical issues. "Before you pack up for an event, have a contingency plan for the network dropping or a weak WiFi signal,” Patterson advises. “If the shot is outside, how will you contend with wind or other audio issues? Do you need a different mic, or backup equipment for noise or weather?”
Skimping on team meetings. "In the weeks leading up to an event, make sure to meet with your team regularly to talk through potential technical issues, camera placement, casting and equipment needs,” says Patterson.
Connect with Monica on LinkedIn.