Facebook Live

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Contents

Facebook Live Overview

Facebook has added a feature that they call Facebook Live which allows users to broadcast their content as they record it. Broadcasts can be viewed by the audience selected by the broadcaster, from only followers to all Facebook users. With a user base of over 1 billion people, Face book live is an opportunity for business to connect with customers in unique ways.


Live Streaming History

Live streaming is a relatively new technology in practice, but it is one that Americans have been fascinated with since the idea first came to be. On September 4, 1951, Harry Truman spoke at the Japanese Peace Treaty Conference in San Francisco and, for the first time ever, it was broadcasted live. Four months later, The Today Show would become the first broadcast morning news program airing live in the U.S. Since then, live video is simply another part of our lives, from our favorite news stations to our reality television fixes.

Online Video Prevalence In 2005, YouTube was created and, within one year, became one of the fastest growing sites on the Web, uploading 65,000 videos every day and reaching 100 million video views. YouTube didn’t invent the idea of live video streaming (and live streaming wasn't the point of of the website), but it did bring to the forefront the popularity of online video and the idea of seeing into another "normal" person's life via video, as opposed to writing.

Since YouTube, we’ve seen the expansion into actual live video streaming platforms. Arguably the first video livestream platform is the aptly named Livestream, which was launched in 2007. Today, there are dozens of platforms, including DaCast, Upstream, Bambuser, Showcaster, and YouNow.

Social Media Context Beyond these professional platforms, social media sites have launched their own amateur-turned-professional live streaming platforms. In 2015, Periscope, a live video streaming app, was developed and acquired by Twitter before it even launched. When airing a live video, Periscope users can tweet out a link to their Live Stream to attain viewers. They can also choose whether or not to make their video public, or they can make it visible only to select users.

The latest to enter the live streaming world is Facebook with Facebook Live. It gives all users the opportunity to stream live video, invite friends and followers to watch, send out early notifications, and allow viewers to interact in real time. Facebook Live is one of the more impressive streaming platforms via social media because it’s easy to use and has the ability to make an impressive impact.


How to broadcast on Facebook Live

To get started, get out your mobile device and open up the Facebook app.

Step 1: Go to your own Facebook profile and open up the status bar by clicking status update, as if you're going to write a new post.

Step 2: Tap the "Live" icon, which looks like a human silhouette.
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Step 3: Give Facebook access to your camera and microphone when prompted.

Step 4: Press the blue "Continue" button on the introductory page.

Step 5: Choose your privacy setting.

If you're posting for a brand, you'll probably want to make it public. But if you're new to Facebook Live and want to test it out first, or want to see what something will look like, then switch the privacy setting to "Only Me." You can find the "Only Me" option by clicking "More" and scrolling all the way to the bottom.

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Step 6: Write a compelling description.

Give your broadcast a description, which will show up on people's News Feeds like a status update above the video. To get people to tune in, write an attention-grabbing headline and help them understand what your broadcast is about.


Step 7: Set up your camera view.

Before you click "Go Live," be sure your camera's pointing in the direction you want it to. The background of your setup screen will show you what your camera sees. If you want to change the camera view to selfie or vice versa, simply click the rotating arrows icon in the upper right-hand corner of your screen.

Step 8: Click the blue "Go Live" button to start broadcasting.

Once you click it, Facebook will give you a countdown -- "3, 2, 1 ..." -- and then you'll be live. As soon as you start streaming, your live video will appear in your News Feed -- and others' News Feeds -- just like any other post. (Note that Facebook does currently rank Live videos higher than other videos.)

Your broadcast can be up to 90 minutes long. Keep in mind that the longer you broadcast, the more people who are scrolling through their News Feeds on Facebook will stumble upon your post.

Step 9: Interact with viewers and commenters.

To keep your viewers engaged, encourage them to interact with your live video (which will help your ranking in others' News Feeds). You can also interact with them both by speaking directly at them in your video and, if you want, by having someone else respond to comments from a desktop computer elsewhere.

Where can you see these comments? While you're broadcasting, you'll see the time elapsed on the top left along with the number of viewers, and comments will show up live on the bottom of your feed. They'll appear in reverse chronological order, like on Twitter, so keep in mind that the earlier ones may be farther down.

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Step 10: Click "Finish" to end the broadcast.

Once you do this, the video will stay on your Timeline or Page like any other video post.

Step 11: Save the video to your camera roll.

Step 12: You're done!

Kansas State University is using Facebook Live

Kansas State University has recent begun using Facebook Live to promote the student experience on campus. The image below is of the announcement for a Live event touring the University's newest residence hall, Welfald Hall. This type of announcement is meant to help build an audience for an upcoming broadcast. Users can join any time during a broadcast, but prior announcement helps to build excitement and therefore a larger audience for a broadcast.

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The Live tour of Welfald is shown below. Keep in mind that Facebook Live adds any events to the users Facebook timeline, so is available to anyone following the event.


Facbook Live builds an audience

The current popularity of Facebook is undeniable. Currently there are over 1.1 billion active users on Facebook. As Live becomes more popular, the reach of video is expected to grow. Imagine how far reaching the impact of Live might be given these facts. Users are engaged by live video feeds for more the 3 times the time period versus conventional video clips. Facebook Live also claims that their videos generate up to 1200% more shares than conventional recorded videos. Given these facts, it is not surprising that Facebook Live is being used by businesses.


Facebook Live for business

Because of the high user engagement to live video, business are searching for ways to use this new platform. Facebook Live offers the following advantages over other live video platforms. Live allows the presenter to select their audience, allowing exclusive content to fans of a page. A Facebook Live feed also stays at the top of a fan's or friend's news feed, whereas the content drops in relevance on Meerkat or Periscope. Following the conclusion of a Live broadcast, the content stays on the timeline so remains as valid content even after the event is concluded.

Part of the unique Facebook Live platform is that it allows direct interaction from viewers in real time. Viewers can post comments directly to the presenter as well as react with 'Likes' at various points of the broadcast. Comments from viewers allow interaction from presenters directly to individual users and can also drive improved content of the Live feed. Questions can be responded to and viewers can have a feeling of directing the content of the presentation. Following a Live broadcast, business can receive engagement data which may help improve content of future events. Businesses interested in using Face book Live as a way to engage customers might include

-  'Behind the scenes' broadcast exclusive to fans.
-  Daily updates on any number of topics.
-  Events, such as conferences or performances, that cannot be attended in person.
-  Live feeds can be used to tease new products before they become available.
-  Answering FAQs or blog questions.

Other suggestions for businesses looking to use Facebook Live include announcing the Live event up to a week prior to the event. This will drive viewers and build excitement for the broadcast. The material and scope of the content should be planned and rehearsed. However, the feel of a Live event should not be scripted as it will take away from the interest of Live video. Live feeds should have a sense of spontaneity. During a broadcast, the presenter should periodically re-introduce themselves and the topic being discussed as new viewers are added to the feed. Direct interaction with viewer questions and comments adds to the interest in a live event.



How to Access Analytics on a Business Page

Step 1: Go to your Page and click the "Insights" tab.

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Step 2: Choose "Videos" from the menu on the left-hand side of your screen.

Step 3: Scroll down and click "Video Library" to open up all of your videos and their analytics in a new window.

In the "Video Library" window, videos recorded with Facebook Live will be indicated by that human silhouette icon, as shown below.

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Step 4: Click the video you want to see the analytics for to open it.

Again, you can click into any of the metrics to see a graph of those numbers over time when the video was live.

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Considerations to improve the reach of Facebook Live

1. Length of the Live – five minutes won’t get as much reach as 30 minutes. The maximum length of a Live event is limited to 90 minutes.

2. Where you are posting – personal, business, group – and what is the reach of that account?

3. Quality of the Live – low video quality, low user engagement, bad audio … Facebook is tracking these metrics and their algorithm makes snap judgements that decide how many people they are going to notify about your Live. people they are going to notify about your Live.



References

https://live.fb.com/about/

https://www.facebook.com/facebookmedia/best-practices/live

http://newsroom.fb.com/company-info/

https://www.entrepreneur.com/article/276730

http://www.socialmediatoday.com/marketing/top-5-facebook-video-statistics-2016-infographic

http://www.socialmediaexaminer.com/6-ways-to-use-facebook-live-video-for-your-business/

http://www.cio.com/article/3122831/social-networking/how-to-use-facebook-live-for-business.html

https://www.godaddy.com/garage/smallbusiness/market/the-ultimate-guide-to-facebook-live-for-business/

https://fmgsuite.com/market-in-motion/live-video-streaming-history/

http://blog.hubspot.com/marketing/facebook-live-guide#sm.0000ctig48iuvdt6yjb26o77g0y4u

http://www.forbes.com/sites/jaysondemers/2016/04/26/facebook-live-everything-you-need-to-know/#4d98c7de7a82

http://www.toprankblog.com/2016/09/social-media-marketing-facebook-live/

http://www.cnn.com/2016/07/29/us/facebook-live-trnd/index.html