How could governmental organizations leverage Facebook Live Videos?
Last week, the webmasters of the European Union Agencies had their annual meeting in Alicante, Spain. I had the privilege of attending the gathering to provide training about Facebook Live Video and the best ways to use it.
This was a particularly inspiring, yet challenging task, as these agencies are very different in the ways that they are set up in comparison to small, local businesses that can do what they want in terms of Facebook marketing and social media marketing.
There were over 30 distinctive agencies gathered from all over Europe at this conference, including European Food Safety Authority from Parma, Italy, to Europol, the law enforcement agency based out of Germany and many others.
In my seminars, I have found that it is often best to spend some time chatting with the participants before the seminar or workshop begins. This gives me a chance to learn about them, what kinds of environments they work in, and what the biggest challenges that they face are.
As I spoke with leaders from the various agencies and was delighted to see that most of them were excited to try new things and very interested in the potential applications of live video on Facebook.
Highlights of the Facebook Live training
Here were some of the main topics from the Facebook Live training session:
As you seek to reach any client, it is important to understand who they are. As a whole, citizens in the EU (and people in general) tend to have a few things in common:
- They spend a lot of time on their devices, checking popular apps like Facebook and WhatsApp for current events, social interaction, and entertainment.
- They multitask all the time, which makes it tricky to get (and keep) their attention.
As we talked through the potential benefits of Facebook Live technologies for these agencies, there were several recommendations that I offered to help them get started:
1. Target your ideal audiences are active on Facebook. Currently, Facebook Live Video is one of the most effective ways to get their attention.
2. Facebook Live offers long-form content that has proven to be fairly effective at keeping the attention of these audiences.
3. It can be helpful to start out with a test page on Facebook, learning how to use the Facebook Live features before you seek out audience interaction. This can give you a chance to try out the technology and get used to the ways that content starts and ends.
4. If you’re not sure about what kind of content to use, it can be beneficial to interview experts in your field, like in this example from an US department of energy.
5. Take the time to answer any questions, even written ones, that are submitted to you in your video. For a personal touch, mention the names of the people who asked the question in your response – they tend to be very excited to be noticed in such a special way.
6. Don’t worry about making things perfect. People tend to place a higher value on content that they see as being more authentic, which then leads them to engage and share that content with their friends and family.
I also took time to share the importance of following trends in business and marketing and the value of recognizing the potential impacts of new technologies, like virtual reality and artificial intelligence that are growing and evolving rapidly.
Facebook Live Video Planning
During the second part of the workshop, we split up the participants into groups of about 10 people and gave them 10 minutes to brainstorm their first 3-5 Facebook Live sessions. Their challenge included thinking through the main parts of their content, including:
• What topics they would focus on.
• Where their videos would be filmed.
• What the content would be.
• How the videos would end.
If you’re thinking about venturing into the world of Facebook Live content, I would recommend thinking through these same concepts.
Every group did a great job and there were a lot of creative ideas shared throughout the session. We also spent some time discussing the specific challenges that European agencies might face in regards to privacy and legislative restrictions, which are important to think about in the planning process.
Many of the people who participated were inspired and motivated to begin using what they had learned. Several came up to chat with me after the session finished, taking some time to say thanks and to ask further questions.
Going forward, I’m excited to see the ways that these agencies will apply Facebook Live content to their daily operations. It was so refreshing and rewarding to do this kind of training for a group that included so many talented professionals from such a diverse set of countries.
I want to extend my personal gratitude to EUIPO for inviting me to teach at this event and for their time and effort in putting the workshop together.
Now, I want to hear from you: What do you think will be important as these European agencies start to create live video content online?
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