On Friday night, I went to see a Grammy winning bluegrass legend wow his crowd with songs spanning his 40+ year career.
Because I’m both a bluegrass nerd and a social media nerd, I streamed one of his songs via Facebook Live.
It was late on a weekend night and it didn’t get a lot of views in real time. But over the next 36 hours or so, it was watched a few dozen times. (And now I can go back and rewatch the band anytime I want on my personal Facebook page!) But truth be told, by Sunday night, I wasn’t thinking about the video anymore than I was about the drive to and from the show.
But then Monday morning, something interesting happened — my video was “liked” by the bluegrass legend it featured.
Now let’s be clear: I don’t think that this artist liked the post himself (although he might have). More likely it was a member of his marketing or management team.
But the notification that he had liked my video popped up, and I have to be honest — I got excited. Like, more excited than I probably should have.
I work in social media for a living. I know how this works. I know he probably has some marketing agency liking positive mentions of him online. But you know what: it still got its intended effect out of me!
Having him like my video felt like getting a high five or a quick hello from a bluegrass legend.
Does that handshake mean that we are suddenly best friends? Of course not.
Does it mean I can suddenly shred on the mandolin like he can? I wish!
Am I still excited enough that I immediately want to tell all my friends about it? Yup.
Liking that post cost him literally nothing (save for whatever he’s paying his agency to manage his social media—but that’s a story for another post). Yet it added to my excitement about the show.
Social media serves many roles, not least of which is customer service and community relations.
Think about yourself as a movie star. When you walk down the street, people recognize you. You can't stop and have lunch with every fan. You can’t even stop and take a picture with them all or you’d never get anywhere. But you can nod and smile to everyone who waves at you.
That’s what a "like" or a "favorite" is on social media — it’s a head nod from a celebrity. It doesn’t suddenly make you best friends or ensure that they will buy your product/go see your next movie/buy your upcoming album. But it shows the fans that you are real, and that you respect them as people, not just as consumers. And it only takes as much time to create that connection as you need to give a single click of your mouse or tap on your phone.
If you see a celebrity on the street, and you wave at them, you are going to tell your friends one of two stories:
“Oh my goodness, I just say this famous person on State Street. It was so cool!”
*** OR ***
“I just saw this famous person on State Street. He was kind of a jerk.”
You’re the celebrity. Which would you prefer?
I wrote a guest blog post for Indie on the Move entitled: 5 Ways to Use Facebook Live to Grow Your Brand's Reach. While the post is (obviously) geared towards musicians, I think it can assist any person or brand who works directly with people. Try and think about your own audience: what might a "behind the scenes" peak look like?; what would be the equivalency of your sound check?; what might your customer see as your "tour"?
If you have good answers to any of the above, share them in the comments or on Facebook/Twitter. I'd love to hear about your customer journey.
If you aren't sure how these examples can serve as metaphors for you and your customers, drop me a line. Maybe I can help you figure it out!
Without further ado, here are 5 Ways to Use Facebook Live to Grow Your Brand's Reach.
If you spend time on social media, you’re probably familiar with Facebook Live, a relatively new Facebook tool that allows you to broadcast live—in real time—directly to your audience.
While you probably know what Facebook Live is, you might not realize just how powerful it is.
Facebook, at least for the time being, is extremely committed to this tool and is offering all implementers a powerful free gift for using it: guaranteed exposure and engagement!
When you stream via Facebook Live, Facebook gives a notification to every one of your followers that you are currently live. If your followers aren’t online while you go live, they’ll get a notification that you were live. This simple notification all but guarantees increased reach and engagement over even your most well-produced videos.
So that’s why it’s important. But you might also be wondering WHEN you should use it. Here are 5 ways you can use Facebook Live to greatly expand your band’s reach.
1) Do a weekly Live session right from your living room or practice space.
Give it a simple catchy hashtag to demonstrate it’s part of a series. Exs: #MusicMondays or #TuesdayBluesday. Having the day of the week is helpful, to help brand it as something people should expect every week. One caveat: if you tell people you are going to do it weekly, YOU HAVE TO DO IT WEEKLY. If that is too much responsibility, then go with #LivingRoomSessions, or #FunkyFacebook. You’ll lose a bit in the process, because it will be harder for people to know when to expect it. But better they don’t know, then they expect it and it doesn’t happen!
Sharing music like this gives you a chance to connect directly with your audience in a very personal way. They log onto Facebook to see updates from their friends and family… and there is their favorite band or musician, playing just for them! It’s like a private concert for your fans. And the best part: it cost you nothing.
2) Working on a new album? Take us “behind the scenes” into the studio.
Show us your drummer setting up his drum mics or interview your sound engineer about how he gets that special signature sound. This is an easy way to raise awareness—and build excitement—about your new album.
Conversely, when you release a new album, go live to talk about the process. Tell a funny story from the studio, or the meaning behind one of the songs. Is the local record store selling your album? Go in with your smartphone and show it sitting on the shelves. You get to brag a bit about your accomplishment, your fans know where they can find your music, AND the record store will love you: you just gave them a bunch of free publicity!
3) Whether you’re traveling halfway across the country for your next show, or just ten minutes down the road, hop on Facebook Live and let us know how great tonight’s show is going to be.
Will you have a special guest (you don’t have to say who it will be!)? Will you be playing a new song? Is it your first time at a new venue? What better time to talk to your audience then while you’re on your way to a show. For those in other cities, they’ll be excited to hear from you. And for those in town, your video might just be the reminder they needed to call their friends and head on down to the venue!
4) This one is similar to 3, but different enough to get its own point: livestream part of your soundcheck.
If you don’t do a soundcheck, then walk around the venue and talk to your fans. Or show the line to get inside. Or even just tell us how much you are enjoying your pre-show beer! This is your last chance to make a connection before the show starts, and to get all those fans who haven’t yet committed to coming out, to give it once last consideration. Pro tip: Don’t ask them to come, just talk about how excited you are about the night. If your excitement is genuine, they don’t need to be invited—they’ll be eager to get there all on their own!
5) As your band grows, you have more and more fans who live further and further away.
Just because someone isn’t going to drive 6 hours to see your show doesn’t mean they don’t wish they could be there. Buy a tripod (you can get a good one for $20) and set it up on stage. Livestream a song or two. Hell, livestream the whole show. (You can go Live on Facebook for up to 4 hours at a time!) It might be too late for someone not at your show to come out. But this brings them into the party, makes them wish they were there, and all but ensures they’ll try harder next time to make it out.
This list is not meant to be exhaustive—far from it. There’s no shortage of ways you can use this powerful tool to grow your reach and engagement. Are you using Facebook Live in other, clever ways? Please share them with me on Facebook and/or Twitter. I’d love to hear about them!
If you need any additional help with Facebook Live, or with anything else related to your digital story, drop me a line. I always love talking social media and music!
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