Broadcasting on FacebookLive could be great for Charlottesville NPOs and SMBs


Facebook has long been a useful marketing tool for businesses to engage with their audiences by way of utilizing traditional promotions such as posts and images. Now, Facebook adds another way to engage, "LIVE," and after just a few months of being open to the public, the Live feature is already being adopted by businesses around the world as a fresh new way to engage with their audiences.

Below we present —

  • Why a business or organization should utilize FacebookLive
  • The 5 "P"s for How to "Go Live" on Facebook and these are sure to be helpful

We invite you to read on and also to let us know when you are planning your LIVE event. We will be likely to attend.

So, Why Do Facebook Live?

The short answer to this question is connectivity and authenticity.

CONNECTIVITY. Facebook is much more likely to show off your post if it is Live and statistics show that people are actually more interested in watching something that is occurring live. And from an organization's perspective. viewers of your live broadcast can interact with your brand and message in real time.

AUTHENTICITY. Authenticity is being true to who you are. Research indicates that there are considerable benefits to a business or organization when they employ authenticity.

  • It elevates your business above the competition
  • It builds your identity and image into something influential
  • It gives substance to your business, services and products
  • It enables people to relate to your business
  • It helps people understand how what you offer is of benefit to them
  • It tells people that what you offer is of high quality
  • It marks you out as a reliable, trustworthy company
  • It encourages engagement and can turn audiences into advocates

And this is what FacebookLive can help provide to your business or organization. But, don't just jump in head first, with eyes closed—your attempts to be authentic could be too revealing if you don't do it right.

We believe that every business, regardless of size, deserves its time in the spotlight, so before the camera starts rolling, it would be smart to use this easy-to-remember checklist of helpful tips to ensure you make the most of going LIVE.

The 5 'P's for Facebook Live

Using these five tips will help your video, and your video experience, to come out great.


 So you’re a business who’s ready to go Live to your audience? Get the word out beforehand using a written post or a graphic to announce to your network that you will be broadcasting on a certain date and time. For even more promotion, expand your announcement reach by posting to your other social media channels. Services such as Instagram and Twitter will even allow you to link your audience back to your Facebook Live broadcast.


Before going Live, have something interesting to stream about that will attract attention or show off your brand. While planning, also consider when a good time to go live to your audience would be, and take into consideration some of Facebook's technical recommendations such as having access to a good network connection. This forethought will prevent any untimely losses of connection during the Live broadcast.

In order to have a visually appealing Live broadcast, test out different angles and filming methods beforehand. You can use either the front-facing or rear camera on your smartphone, or use a different filming method such as having a second person film you by holding the camera. We’ve also seen some businesses really think outside of the box with this step, with Live broadcasts recorded with selfie-sticks, GoPro’s, and even aerial drones. In addition, some streaming software will allow you to use more sophisticated cameras and switchers (but these methods can sometimes take away from the authenticity)

A QUICK TECH NOTE. Technically speaking, to begin your Live Broadcast, on your phone, click status update, and underneath "what's on your mind" typing area, you will see an option for live video. That is what you will select to begin your broadcast. There will be a place for you to describe your event and a countdown of seconds before you are actually live. 


When you’re ready to go Live, remember to keep your introduction welcoming and informal. Being personable and remembering to smile will be more likely to promote engagement from your audience. More viewers will begin tuning in as you continue to be Live, so we recommend that you repeat the name of your business and/or the name of your event or live-stream every few minutes. Viewers want to know what they’re watching, so remember to explain what you’re covering. 


Create a dialogue with your viewers as they arrive and begin commenting on your live-stream. Ask questions to your audience to engage them, and then pay attention to their comments as they respond. Responding by name to the comments on your broadcast will keep up the engagement of those who are watching. Delegating a separate person (or people) to handle engagement can help lighten the load of the presenter(s).

Near the end of your broadcast, remember to include a closing line to your viewers to signal that you are signing off soon. 


There are two lives to each Facebook Live broadcast, the live video itself and then the stored video on your Facebook page. Once the event is over, the live-stream is packaged into a video and saved to your account’s timeline. To really make the most of the Facebook Live feature, your interaction with the broadcast shouldn’t end when you stop recording. Each published video can be edited by adding an interesting thumbnail, as well as changing some of the metadata such as the location and date of the live-stream. Going the extra mile to button up your video after it's been recorded will allow for it to be the best version of itself when your audience interacts with it later on.


We've found that the six P's are useful ways to get started with making the most of broadcasting to your audience with the Facebook Live feature. But as Step 6 suggests, the Live experience doesn't have to end when the camera stops rolling, thanks to a useful metrics page attached to every saved Live video. The Live feature tracks viewership and engagement while you are broadcasting, and archives that information after the video is published to your page. Per the company's announcement about Live metrics, the service can provide insight on the following data:

  • Peak Concurrent Viewers - The highest number of viewers who were watching the video when it was Live
  • Viewers During Live Broadcast - A visual representation of the number of viewers during each moment of the Live broadcast

Other data such as Total Number of ViewsTotal Number of 10-second Views, and Average Percent of Views to Completion, are also available on the metrics page for every Live video. This type of information is useful to gauge when your audience was tuning in to your broadcast, how long they watched for, and how many people watched through to the broadcast's completion. 


An additional feature of the Live service is the Facebook Live Map.