Facebook Live: Health care brand-promotion opportunities beyond point-and-shoot
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Soon after Facebook launched Facebook Live, their live-streaming app, in April 2015, top companies began taking advantage of the platform's intimate format to promote their brands. Videos posted to Facebook are viewed more than four billion times a day and Facebook prioritizes live videos in news feeds, making the platform an attractive, low-budget option for content creators. VCU Health began incorporating Facebook Live into their public relations and marketing strategy a few months after Facebook Live launched. As an early adopter of the platform, VCU Health will share the best practices they developed in the past year to make the most of Facebook Live.
- Use Facebook Live to engage more fully with your target audience
- Elevate your physicians as experts on timely news topics
- Employ low-to-high tech equipment for several broadcasting formats
- Analyze case studies from other organizations to guide your marketing goals
- Capitalize on Facebook Live's functions beyond point-and-shoot to boost brand equity
Anne Dreyfuss is a public relations specialist at Virginia Commonwealth University, managing communications for the academic medical center's five health sciences schools. In addition to devising integrated PR plans for each school, Anne works with physicians and faculty in health-related disciplines to promote their research. Her pitching and media relations have resulted in coverage for VCU from national outlets including the Wall Street Journal, People magazine and the Discovery Channel. Anne brings years of experience as an award-winning journalist to VCU, having been a writer and editor at a regional magazine before coming to PR. She's pursuing an MBA. @VCU
Keith Kaufelt is social media specialist for VCU Health and oversees social media strategy for the academic medical center. His work has resulted in improved content quality and the introduction of growing platforms for the health system, including Facebook Live. Keith earned an undergraduate degree in mass communications with a concentration in creative advertising at Virginia Commonwealth University. He brings a wealth of experience to VCU Health, having worked previously with the Edgar Allan Poe Museum in Richmond, Virginia and Chil Creative in Atlanta. @VCUHealth