Facebook Live at ChapmanU

Social media is constantly evolving, so please visit Facebook’s Best Practices page for Facebook Live in addition to the Chapman specific resources below.

Planning a Facebook Live for your page? For the best experience and outcome here is a list of steps to take and things to consider.

  1. Determine the who, what, when, where and why for this video. Who will be the on-camera talent and who will work behind the scenes to drive the details and planning? What is the goal for the video – what is the call to action? When are you planning to host the video (consider the campus timeline as well as your editorial calendar)? Where do you want the video to take place – on location for an event or in a controlled environment? Why are you making this video – who will it serve and what goals does this help your team reach?
    1. It’s a good idea to look at other universities, colleges and companies to get an idea of what you like/don’t like and want to include in your broadcast.
    2. Types of broadcasts include Q&A, interview, performance, behind the scenes and demo.
  2. Get creative! Contact the Social Media and Communications Manager first to discuss your Facebook Live video idea so we can discuss best practices and the best strategy moving forward.
  3. Fill out the Facebook Live Support Request Form so we can include relevant Chapman departments and help make this video a success!
    1. Things to consider: Do you want multiple camera angles, how many people will be in the video, how long will the broadcast last?
  4. Once you have contacted or connected with Strategic Marketing and Communications, we can get started with the details:
    1. Build anticipation and generate awareness of your event. According to Facebook, “one day’s notice gives people the right amount of time to tune in.”
      1. Whenever possible, schedule the Facebook Live post on your Facebook page! You can do this up to one week before the live session.
        1. To schedule your live video: login to your Facebook Page > Publishing Tools > Video Library (under the Videos section> + Live > Copy the “server key” from the first pop up when scheduling your post, you will need that later > Write your video title and post caption > Limit audience if needed, otherwise it should be a public post > use the dropdown to select Schedule Live
        2. Write a compelling description that let’s people know what they will get from your video and when it will be. For example, “Join us LIVE on August 12 for a behind-the-scenes look at the Musco Center of the Arts.”
      2. Post across accounts and platforms to share the unique URL of your Facebook Live post. Discuss a promotional strategy with the Social Media and Communications Manager.
    2. Before you go Live:
      1. Develop a storyboard or script for your broadcast so you can go in with a game plan. Be creative! Put yourself in the viewer’s shoes. Come up with the top 10 questions your team gets and think of ways to answer them.
      2. Determine how long you will broadcast. Minimum of 10 minutes, about 40 minutes is best practices for engagement and maximum of 4 hours.
      3. Send the “server key” to the Social Media and Communications Specialist so we can use the Wowza streaming service.
    3. During the Live broadcast:
      1. Don’t worry about mistakes or “bloopers,” just roll with it. People appreciate the authenticity and “realness” of Live videos
      2. Ask your viewers to tap on the Follow button on your live videos and receive notifications the next time you go live.
      3. Respond to comments either as they come in or during Q&A at the end of the video. Try to use their name and city whenever possible.
      4. Have someone else watching and gathering comments from a desktop computer. At the time of writing this article you could no longer “reply” to comments on a desktop, I assume this was an effort to encourage the audio response people are hoping for. Once the broadcast has ended you will be able to reply to those comments.
      5. Have that same person share useful links as comments so users can visit our website and find the information mentioned. Make sure you request a Chapman branded shortened link from the Social Media and Communications Manager so you can track the clicks and effectiveness of sharing that information.
      6. Encourage viewers to share the video
      7. Use a Chapman-centered line and call to action to signal the end of the broadcast, something like “Welcome to the Chapman Family! Make sure you register for the upcoming Homecoming Celebration!”
      8. End the broadcast from your mobile device or within the admin view of the post. View Post > Finish Live
    4. After the broadcast:
      1. Promote the recording. Use the unique URL to share the video with your audience on social media and emails.
      2. Repurpose the content. Will your audience find this information relevant again in a few months. Share it during relevant time frames to audiences that would be interested.
      3. View insights to determine overall success of the video as well as peaks and valleys of your video content. When did people drop off?
        1. Analyze: minutes viewed, unique viewers, video views, 10-second views, average % completion, engagement, plus peak live viewers, total views, average watch time, people reached, and viewer demographics.