Facebook Live is already being utilized as a powerful marketing tool that connects customers with brands and services. But as people become comfortable with it, more and more businesses are now using the live video streaming service for their internal communications.
Rather than hold extensive meetings that take staff away from their duties, these companies are using Facebook Live to get their message out to employee teams quickly and efficiently.
As most people are comfortable with Facebook already, a Live can be very effective at improving employee relations — particularly in the case of union organizing activity. Answering questions, dispelling myths and educating employees all take on a additional degree of credibility and honesty when they’re addressed Live.
If your employees are engaged and valued, they’re less likely to turn to a union – or any outside, third party – to solve internal issues.
We have some great ways you can use Facebook Live to maintain healthy and productive relationships with your entire workforce. Throughout, we’ll also provide you with some great tips (that savvy marketers know) that also apply to connecting with employees – starting with the idea of promoting your own online event!
PRO TIP: About a day in advance, let employees know you’ll be hosting the Live. Tease the content without giving it away, and be sure to make them feel like they’re IN on the company’s latest news!
Your managers can create intimate impromptu meetings at any time with Facebook Live — regardless of where they or your employees are! This can be an effective way to solicit ideas, deliver positive feedback and quickly update the team on business goals. Remember too that these meetings take on a whole different feel when they’re done as a Live. No more awkward conference calls that drag on for what seems like forever! Employees can post questions in the comments, which can be addressed live or even individually after the broadcast is over.
PRO TIP: Keep it short! Don’t expect employees to stick around forever – keeping your broadcast in the 2-3 minute range is ideal.
If you’re used to making big company announcements to employees via email, consider the impact of making that announcement live. Make an event of it for employees who are able to be there, and broadcast Live for those who aren’t. Gathering employees together for a Facebook Live broadcast ensures nothing is lost in translation, everyone hears the same message, and it can help improve morale and engagement.
Atlanta-based Jackson Healthcare used Facebook Live in May of last year to share their ground breaking ceremony with employees. They learned that many more employees viewed the Live after it was over than tuned in while it was happening!
PRO TIP: Expand your audience when the news is good – you can use internal company announcements to make customers and the public feel like part of your success story. Facebook will allow you to “boost” your Live post to an audience of your choosing to make an even bigger splash after the event.
All too often, employees in large companies know nothing of what happens in other departments or locations. By broadcasting tours of various departments and interviewing key personnel, you can give everyone a flavor of what goes on in seemingly remote areas of the business.
PRO TIP: Even if you’re mobile during your live, be sure to use the highest production values possible. Use a gimbal and an external mic, also be sure your internet connection is strong no matter where you’ll be – and of course, be sure your battery is fully charged!
People often feel more emboldened to ask awkward questions when there is safety in numbers. You can give your employees an open forum to get their questions answered by holding Q&A sessions via Facebook Live.
Sometimes it’s even more effective to give them the opportunity to submit questions a day (or at most, two) prior to your Live. Allow them to submit via email, suggestion box or anonymous online form. This gives you the opportunity to review the questions and craft your answer, particularly helpful during a union organizing drive!
This format also has the secondary benefit of bringing in a larger audience, as people often want to hear the answer to the question they’ve submitted!
PRO TIP: When you do a Live meeting, have someone assist by manning the comments. That person doesn’t have to be in the same room as you, but they can post relevant links as well as make sure questions get answered in real-time.
Whether you’re holding a meeting or a Q&A session, there are a few practical tips that should make your next internal Facebook Live broadcast engaging and informative.
Even if you’re not doing a Q&A format, use the hours before your broadcast to gather questions, ideas and discussion topics from your employees. To keep things organized, join companies like Walmart, Dominos and Starbucks by using the new Facebook Workplace app for the entire process.
There are also several other technical tips to bear in mind when communicating with employees via Facebook Live. For example, you should test your lighting levels with other Facebook users in advance. If you’re using your phone’s forward-facing camera, things may be backward! If you’re holding up any documents or demonstrating anything, remember that it’s a mirror image your audience sees. Finally choose a location that is conducive to the type of broadcast you’ll be creating, including external noise, and attractive (and non-distracting) backgrounds.
It’s important to use Facebook Live as an interactive tool. Be ready to respond to comments as and when they’re written, and address commenters by name when you reply.
The way the world’s largest companies communicate with their employees is changing, and this was demonstrated recently by Delta Air Lines. The company wanted to thank all of its 80,000 employees for a great year, and did so with a 50-hour Facebook Live broadcast.
Marie Osmond, Jeff Foxworthy, Naya Rivera and other celebrities took turns to thank each and every one of Delta’s employees by name. The mammoth broadcast also featured world record attempts, entertainers and coverage of art creation. Delta’s so-called “Big Thank You” was communicated to business partners, customers and employees using the #DeltaProud Twitter hashtag — thus maximizing viewing figures.
Whether you’ve got big news, regular updates, or you’re just keen to keep your organization union-free, communicating with your workforce via Facebook Live can help you to maintain an open, honest and mutually respectful working environment.
Since 1979, the Projections team has been helping companies across North America build a culture of engagement that increases productivity. In becoming an employer of choice, our clients find they have a decreased risk of third-party involvement, allowing them to focus on their company's success.