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7 Predictions from Marketers: How GDPR will Change your Consumers’ Social Media Behavior

By Megan Conley, CEO and Founder of Social Tribe | June 1, 2018

The General Data Protection Regulation (GDPR) went into effect on May 25, 2018. If you’re a marketer, you’re probably already aware that this regulation will affect how you interact with your consumers across multiple touchpoints – but that’s not all. The way your consumers behave online in general is also going to change. Following data breaches, fake news, and the rise of social media bots, consumers are going to be extra wary of how their personal data is being used by marketers and salespeople in the future.

Hold up – you haven’t taken our GDPR quiz?? Stop right here – test your knowledge of GDPR with our free assessment

If you are a digital marketer, it’s important to understand how this law will change people’s behavior on social media so you can adjust and tailor your strategies accordingly. We asked seven digital marketing experts across different industries and segments to weigh in on how they predict GDPR is going to affect consumer behavior on social media.

Here’s what they said:

Consent is key.

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“Because businesses have to implement an opt-in policy and gain consumers’ consent to process their personal data, a smaller but highly relevant segment of consumers who are genuinely interested in your products or services will choose to engage with you.”

— Ai-Addyson Zhang, P.H.D., Digital Learning Evangelist @aiaddysonzhang

A smaller but highly relevant segment of consumers who are genuinely interested in your products or services will choose to engage with you post-GDPR. - @aiaddysonzhang

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“GDPR requires level of transparency and explicit consent to sending marketing emails to consumers.  This will likely contribute to a higher level of engagement because brands will be connecting with those who unambiguously stated that they want to receive communications from them. I suspect it will lead to a higher quality of interaction between consumers and brands.”

— Ruth Carter, Marketing Lawyer & Author of “The Legal Side of Blogging” @rbcarter

I suspect GDPR will lead to a higher quality of interaction between consumers and brands. - @rbcarter

Power to the people – and their data.

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“People will feel empowered by the right to choose where their data goes and why. As a consumer, I love the idea of being able to truly opt-out of getting irrelevant information. I think that databases will be whittled away, but the people who remain will be there because they value your messages. That’s golden!”

— Susan Moeller, Marketing Manager, Buzzsumo @SusanCMoeller

I think that databases will be whittled away, but the people who remain will be there because they value your messages. That's golden! - @susancmoellerCLICK TO TWEET

“Consumers will have a better understanding of how they can manage and control the information they provide to brands, so they will be much more careful with what they share and who will get their data.”

— Kirk Crenshaw – CMO, Traackr @kirkcren

Consumers will have a better understanding of how they can manage and control the information they provide to brands, so they will be more careful with what they share. - @kirkcrenCLICK TO TWEET
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“Consumers will be more aware of their rights in terms of data privacy and will be quick to react when they feel that brands are collecting data they don’t feel they have a right to and/or using this data in a way that the consumer does not agree with.  I think consumers in Europe will question the brands more when handing over the data and when they have the data.”

— Ian Cleary, Founder of RazorSocial + OutreachPlus @iancleary

I think consumers in Europe will question the brands more when handing over the data and when they have the data. - @ianclearyCLICK TO TWEET

Trust is earned, not expected.

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“With trust at an all-time low, expect consumers, including former buyers and employees, to continue to reduce their information sharing with every aspect of your business, not just marketing. Among the areas that will be affected are addressable lists, banking and credit cards, human relations, social media interactions, and data appends.”

— Heidi Cohen – Marketer, speaker, and professor @heidicohen

Expect consumers, including former buyers and employees, to continue to reduce their information sharing with every aspect of your business, not just marketing. - @heidicohenCLICK TO TWEET

Just kidding – NBD.

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“It’s important to understand the impact of GDPR. And it’s important to make sure your organization is compliant. But I’m going to go out on a limb here and say that GDPR is the new Y2K. By that, I mean that there’s a lot more heat about GDPR than is actually necessary. The world isn’t coming to an end, people. It’s just a new regulation. Get with the program and then get back to work.”

— Jamie Turner –  Author, speaker, and CEO of 60SecondMarketer.com  @askjamieturner

The world isn’t coming to an end, people. It’s just a new regulation. Get with the program and then get back to work. - @askjamieturnerCLICK TO TWEET

In summary, the experts predict that consumers will be much more careful about who they share their information with and who they engage with on social media. They will look for brands to be transparent and open about how their personal data will be used, and may be over-reactive if they feel a brand is using their data in a way that is not favorable. The good news is that online interactions could become more authentic and meaningful, the bad news is that it may be more difficult to hone your consumer relationships until they know they can trust you.

So, what do you think? Will GDPR really change social behavior as we know it or is it all a bunch of hype? Only time will tell, but if you’re struggling to make sense of it all, stay tuned for part 2 of this post where we’ll share 7 tips from the same experts to adjust to these changing social behaviors. And make sure you check out our GDPR Survival Guide for marketers!

Got questions about GDPR and how it will affect your brand? Get in touch with us – we’re happy to help!

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Silver

100. Ai Addyson-Zhang

– A Chinese American, currently living in South Korea, who hosts a Facebook live show, Classroom Without Walls: Using Technology to Reimagine Education.

 

 

110 Marketers Share Their Top Pieces of Advice for New Content Creators

-- By Julia McCoy, CEO of Express Writers

Ai Addyson-Zhang

(@aiaddysonzhang)

Understand your ‘why.’ When I just started my social media journey, I didn’t have a clear understanding of why I wanted to be on social media other than interacting with my students. I didn’t see a big picture. I was chasing one shiny object after another. My content creation was not consistent and my message was not cohesive. I was all over the place and talking about all sorts of random things, from vegan food, parenting, teaching, traveling, education, to social media. Fast forward to today, I am so thankful that I have finally figured out my ‘why,’ which has substantially helped my content creation. I have become a lot more strategic and purposeful with my social media efforts. Every piece of content I create, I keep my audience in mind and try my best to provide as much value as possible. I see a huge difference in my overall social media results.”

- Professor, Blogger, & Digital Learning Consultant, Stockton University

 

How Long It Takes To Create Different Types Of Content (With Examples From The Pros)

-- By Brian Honigman, CEO of Honigman Media

Classroom Without Walls: Using Technology to Reimagine Education is a weekly Facebook live show that features 30 to 50 minute interviews with educators and communications professionals about using social media and tech as a teaching tool.

Each episode of this Facebook live show takes three hours on average to complete starting with the prep work and ending with the completion of the live interview.

Here are more insights on the approach behind this show with its host Dr. Ai Addyson-Zhang, a professor at Stockton University, blogger and consultant.

What’s the process from behind the scenes?

"When going live with a guest or interviewing an expert on a specific topic, it can take hours to prepare, find the guest, prepare interview questions and finally host the interview live. When I did my first Facebook live streaming interview with a professor who was interviewed by NPR, it took me probably a few days to get prepared. I spent lots of time trying to find the best guest for my first episode and also figuring out the technical side. I experimented with going live natively on Facebook first and later started using third-party tools such as Zoom and BeLive. It took me several live streaming sessions to eventually decide on the platform that works best for me. Now, as my show has gained some traction and more engagement, I recently invested in a ring light and microphone to enhance my audio-visual quality. Nowadays, it takes me about three hours to prepare a live streaming interview."

What part of the process is the most time-consuming?

"The technical side and being in front of a camera are no longer challenges for me. The most time-consuming part is content preparation. When I go live solo, I want to make sure that I have good content to share by having an outline to list the main points I want to discuss. I don’t want to waste anyone’s time especially given how much noise is on social media already. When I do a live interview shows on Facebook, I can spend hours consuming a specific guest’s content. However, I am enjoying this process and I love getting to know my guests. That whole process really enhances the value of my show. I try to always keep my community and audience in mind."

Why have you taken this particular approach to content?

"I was on Snapchat on a daily basis and spent hours there connecting with people and telling stories. Snapchat helped me become much more comfortable with being on camera and got me hooked on digital storytelling in a much more interactive and intimate way. After about two years on Snapchat, it is kind of a natural step for me to bring my storytelling to a more public platform. Plus, my audience is on Facebook, which I realized over time. I want to engage with my audience more and serve them better. Hence, I developed the idea of hosting a weekly Facebook live show focusing on my passion and expertise. My show has helped me build a community who openly shares and co-creates content with me. To me, that’s my favorite part of being on social media."

Has the process gotten easier over time or more difficult?

"A hundred percent easier. The first time you do anything it’ll be challenging. As I continue to practice my live streaming craft, I am becoming a lot more efficient and effective at sharing my content with my community and providing value."

 

#SSMW18: TOP INFLUENCERS TO ENGAGE WITH AHEAD OF THE CONFERENCE

-- By Onalytica, An Influencer Relationship Management software

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Social Media Marketing World is the premier event for all social media marketers. This year it’s taking place in San Diego from Wednesday February 28th to Friday, March 2nd, 2018. It provides a unique opportunity for marketers to learn from leading industry experts and network with thousands of marketing professionals. If you’re keen to keep up to date with the ever-changing nature of social media and discover the latest tactics, this is the place to be.

TopRank Marketing recently published a great blog listing the top 50 Social Media Marketing Influencers to Learn From in 2018, which looked at the speakers for the SMMW18 conference and made some great recommendations on which presentations to see, who to follow online and who to set up a meeting with.

We wanted to add to this analysis and look at the wider social media conversation among an audience of nearly 16K social media marketers to collate a list of who is driving the most influence across all social media marketing related topics in the run up to the conference.

TWITTER INFLUENCERS 1-50

46 Ai Addyson-Zhang, Ph.D aiaddysonzhang 0.10

 

[Video] Why You Need to Understand and Own Your Digital Footprint

-- By Will Deyamport, III, Ed.D, Instructional Technologist and Host of the Dr. Will Show

Do you know what your digital footprint is? This is a topic I had the pleasure of discussing with Dr. Ai Zhang, Associate Professor of Communications for Stockton University, Facebook Show Live Host of “Classroom Without Walls” and Social Media Pedagogy Consultant.

We start our discussion by defining what a digital footprint is and the impact it can have not only in our daily lives but also in our careers. Dr. Ai identifies a footprint as a “personal ID, much like a passport.” Without it, we can’t go anywhere when it comes to online spaces. But with them, we are able to tell our stories instead of letting others do it for us.

Your Digital Footprint is Real

You can either allow what is posted by others to be what others see of you, or you can get out in front by creating content that reflects what you want others to think of you and the work you do.

Dr. Ai and I discuss the power of your smartphone. There is no need to purchase any expensive equipment. Your iPhone or Android device is everything you need to take pictures, shoot short video clips, make memes, and post your ideas on any or all social channels.

Our conversation then looks forward to how we can build our own digital footprint. Dr. Ai starts with, “Understand your why.” She poses the question, “What is your end goal for having a digital footprint?” This is important to consider when posting or creating content online.

Before posting online, however, Dr. Ai and I both agree that it’s important to not get overwhelmed by the plethora of social media platforms. “Choose one and slowly add other platforms,” suggests Dr. Ai. Choose strategically and slowly build up. But most importantly, “Just get started!”

One of These Things is Not Like the Other

Each social platform has a different rhythm and audience. First, know thyself and jump all in with the platform that fits your messaging and how you like to communicate. Never feel compelled to be on every site.

If Twitter isn’t your thing, then stay away from Twitter. You aren’t going to gain anything by having a profile on a social network that you don’t stay actively involved with. What’s most important is that you are consistent in when and what you post and how you engage your followers.

Content is Key to Owning Your Story

Creating a narrative is also crucial as you are more present online. Dr. Ai has always followed the 80/20 rule, where she creates content for 80 percent and shares other content for the remaining 20 percent.

However, Dr. Ai also mentions a flipped formula where 20 percent is spent on creating content, and 80 percent is dedicated to marketing that content. Whichever route you take, either formula pushes you to create content, promote it, and therefore have more control over how your story is told or shared online.

Our discussion of what we create and share ultimately led us to address the fact that your life offline can impact your online presence or reputation. We need to be cautious of what we do in our personal lives and be mindful of what can end up online. “We as educators need to walk the talk,” Dr. Ai urges. “Nothing is private anymore.”

In this mobile, global, connected age we live in, it is worth considering what you want your digital footprint to be. Do you want to be known for blended learning or curriculum development or integrating G-Suite Apps into the ELA classroom? Maybe you just want to share your experiences in hopes they may be helpful to others.

Whatever your endgame is, create content that showcases your knowledge and expertise—content that positions you as an authority (or a learner alongside the reader/viewer). By taking the reins and owning your digital footprint, you have control over your own story and the stories told about the ideas and projects you care about.

Owning your digital footprint is also a great way to join in on important conversations and make life-changing connections with others around the world. You just never know what doors this might open.

Sex sells. But how about beauty and truth in the age of authenticity?

-- By Mark Schaefer, Director of Schaefer Marketing Solutions

This is a blog post about beauty, sex, and marketing. It’s not a clickbait headline. We’re sailing into new waters today marked by towering waves of change and an undertow of psychological conflict.

...

Expert views on the trend toward “natural”

Ai Addyson-ZhangProfessor and Researcher:

“I am currently in South Korea. I am constantly shocked by how much Korean women look up to Americans as their beauty standards. Having plastic surgeries to have western looks is as common as going to restaurants to eat. Many local people told me that parents give their kids money to get their faces fixed as birthday gifts!

“As a mom, I cannot imagine instilling such values in my kids. So, as people over all the world are more connected than ever, I do hope brands like CVS understand that their message of beauty has not only local impact but a global one, as well.”

Top 10 Livestreamers To Follow In 2018

-- By Cheval John, Founder and CEO of #VallanoMedia

... here are the top ten live streamers to follow in 2018 (not ranked in any particular order).

10. Dr. Ai Zhang.

- Dr. Zhang is a digital consultant. She served as a professor at Stockton University in the Philadelphia area before moving to South Korea. Dr. Zhang was recognized as top social media blogger at Medium and host “Classroom Without Walls.” The show features experts in higher education and how they use social media to incorporate in their classes. It airs Wednesdays at 5 p.m. eastern time on Facebook Live.

Facebook Changes Posting Access for Third-Party Apps

-- Hosted by Ross Brand, Livestreaming Host at BeLiveTv

Update Old Content for New Sales

-- Hosted by Ross Brand, Livestreaming Host at BeLiveTv


Recent Interviews

 

Moving Forward in a ‘Classroom Without Walls,’ with Dr. Ai Addyson-Zhang

-- Podcast interview hosted by John Lim, Entrepreneur, Podcaster & TEDx Speaker

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Using Social Media To Teach Social Media - Interview with HubSpot

-- Podcast Interview hosted by HubSpot Academy

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FIR on Higher Education Podcast Interview: How Professors Should Use Communication Tools to Enhance the Student Experience

-- Podcast interview hosted by Kevin Anselmo, Founder of Experimental Communications. 

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Topics discussed:

  • How can professors – regardless of field – be more creative
  • What are ways to use digital communications tools to enhance the student experience
  • How can professors become co-creators in the learning process with their students
  • How do we prepare students for jobs that don’t exist in the future due to advances in technology
 
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Dr. Ai Addyson-Zhang will be answering questions about her own live streaming experience and sharing some tips for creating your own successful live streams.

Topics discussed:

  • Social Media Strategies Class
  • Dr. Ai Addyson-Zhang's Live Sreaming Experiences;
  • And Tips On Creating Your Own Successful Live Streams
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Topics discussed:

  • Introducing Social Media,
  • Technology,
  • Education and,
  • Innovation

The 5 Main Impacts of Social Media on Education

-- Educational Talk hosted by Dr. Rob Furman, Podcast Host & Founder of The Council on the Future of Education

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Topics discussed:

  • Digital Learning
  • Using Social Media as a teaching tool

Topics discussed:

  • Why producing content consistently is important
  • How major media companies are starting their own live streaming network
  • Why the declaration of facebook zero is just an over-reaction
  • Dr. Zhang’s perspective of watching the Winter Olympics in South Korea via their media organization

Communication and Social Media

-- Hosted by Jade Alberts, Business Strategist / Entrepreneur

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Ai Addyson-Zhang, a Professor of Communication at Stockton University, shared her valuable knowledge on Social Media Communications. Watching this is like getting a free classroom lesson, a definite watch #TellingItikeItIs #CalgaryMarketing #JadeAlbertsConsulting www.JadeAlbertsConsulting.com

Topics discussed:

  • Communication
  • Social Media

A Classroom Without Walls, Learning From Big Change With Ai Zhang

-- Podcast Interview hosted by Deirdre BreakenridgeCEO of Pure Performance, Speaker, Podcaster & #PRStudChat Co-Founder.

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Topics discussed:

  • Ai’s Big Transition
  • Craving Change
  • A Classroom Without Walls
  • Social Media and Live Streaming
  • Self-Discovery and Self-Care

Twitter Chats guest hosted

 

Women in pr & Technology

 - A Digital Event brought to you by  Shonali Burke,  Founder and CEO of   Shonali Burke Consulting

- A Digital Event brought to you by Shonali Burke, Founder and CEO of Shonali Burke Consulting

fROM EDUCATOR TO EDU TECH EVANGELIST

 - Hosted by  #Luv4Social

- Hosted by #Luv4Social

THE #PRPROFS EDITION

 - A Digital Event brought to you by  Shonali Burke,  Founder and CEO of   Shonali Burke Consulting

- A Digital Event brought to you by Shonali Burke, Founder and CEO of Shonali Burke Consulting

Are You talking to me? communicating with millennials

 - Hosted by   #GuruChats

- Hosted by #GuruChats

#ChatSnap: The Twitter Chat all about Snapchat

 - Hosted by   Kristy Gillentine ,  Public Relations and Social Media Consultant

- Hosted by Kristy Gillentine, Public Relations and Social Media Consultant

#SocialPowWoW: What does facebook algorithm change mean for brands?

- Hosted by Ancita Satija, Founder of #SocialPowWow and PRmoment India

Adopting A Lifelong Learning Mindset

#Whatisschool chat.png

-- Hosted by Craig Kemp, Head of Educational Technology at International School in Singapore, Co-Founder of #whatisschool, #asiaED edchats and #pubPD

How to Start and Succeed in Facebook Live Videos: w/ Ai Addyson-Zhang, Ph.D @aiaddysonzhang #VCBuzz

Post on 04.06.2018 by VCBee

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Live videos have been on the boom for years now, yet, very few people -and even fewer brands – achieved success using live streaming

Let’s learn the secrets of a successful Facebook live video campaign today!

***Add #VCBuzz chats to your calendar here.

***Please sign in here to follow the chat -> twchat.com/hashtag/vcbuzz

About Ai Addyson-Zhang

Ai Addyson-Zhang, Ph.D @aiaddysonzhang is digital learning consultant and professor.

She is hosting a weekly Facebook Live show on Education and technology. She launched the show called Classroom Without Walls: Using Technology to Reimagine Education in June 2017. Every Wednesday 5 pm EST she interviews leading professionals and educators regarding issues related to social media, technology, education, and innovation.

Questions we discussed

Q1 What gave you an idea of starting a Live Show on Facebook?

  • @garyvee has discussed the importance of operating like a media company for both individuals & brands. An essential component to operating like a media company is producing content. – Live video is a more interactive way to create content & to co-create content.
  • According to @Cisco’s annual Visual Network Index forecast in 2017, video will represent 82% of all IP traffic in 2021.
  • Also predicted that live video will grow 15-fold, from 3% of internet video traffic to 13% by 2021. Video is going to dominate.
  • 64% of customers are more likely to buy a product online after watching a video
  • Digital marketing expert, @jmcquivey, estimated that a single minute of video content = 1.8 million words.
  • Read more here

In terms of Facebook, Mobile videos on Facebook are:

  • 2.9x more likely to help people feel connected to friends & family
  • 1.9x more likely to give people something to talk about.
  • Learn more here

On the other hand, my live video journey didn’t start on Facebook. I was a heavy user of Snapchat which trained me to be comfortable with digital storytelling via videos. Start with a platform that you are comfortable with and slowly incorporate live video.

Exactly, Narmadhaa! Take baby steps and go slow!

Q2 What types of results did you see since you started? What can business / person expect when they decide to start a live show?

I started my Facebook live interview show in June 2017.

Several of my interviews gained 1.3K to 1.4K views, hundreds of comments, & dozens of shares.

My show has been viewed by people from 14 countries.

My FB live show has helped me:

  • Expand community
  • Create a virtual & global classroom
  • Establish myself as a micro-influencer
  • Grow my email list
  • Bring opportunities to me
  • Cultivate deeper relationships with guests on my show & people in my community

Ironically, the process of running my Facebook live show has helped me understand my mission, vision, & business goals better. Has also helped me understand my audience better – action creates clarity.

People do business with people. Live video allows you to be more human & relatable to your audience. It empowers your audience to be part of the content creation process. It’s cost-effective. All you need is a phone & wifi connection.

Live video brings more excitement & emotions to product launches, exclusive offers, etc. My live audience has purchased products from my FB guests even though it was their first time to meet. My audience’s trust in me has helped them trust my guests.

People love unedited & unfiltered content. In this video by Airbnb, they asked their audience to guess the location of the scene. Nobody was even talking in the video. Yet, it generated 617K views & 800+ comments. – Watch it. (That’s a 7-minute video by Airbnb! They didn’t even talk during the entire 7 minutes… frankly speaking, it is a kind of “boring” video. but look at the engagement. crazy. no text msg can do that.)

Q3 What are essential steps for starting a show and then succeeding in it?

  • Do NOT start with producing content first. Instead, start with the end in mind, ie, your business goals
  • Understand WHY you want to start a live show
  • What are your business goals? How is your show going to move you closer to your business goals?
  • Where does your audience hang out?
  • Are they on Facebook?
  • Can you keep up with running a show consistently?
  • How large is your team?
  • How much is your budget?

Exactly! need to know your “why” -> to get you going and to help you be more strategic with your content creation.

Develop a community before you need one to support your content => This is very important. Understand your audience’s needs & pain points => this will help you provide content of value to your community.

No need to invest in fancy equipment right away. Give yourself a few months to test out your ideas before you make a heavy financial investment in equipment. Don’t let equipment be your excuse to not live stream.

  • Fail to plan; plan to fail => Have a content calendar & book your guests in advance
  • Research your guest
  • Send your Qs & logistics to your guests
  • Send reminders to your guests at least 1 week in advance
  • Help your guests get comfortable with camera

Live show is interactive & immersive. Invite your audience to help you select guests & interview topics. Give your live audience shoutout. Co-create content with your live audience: ask Qs & inviting them to join the live video chat (possible with BeLive).

BE CONSISTENT => this is the most important one probably. Develop a frequency that works for you and show up! Push the damn button as @iSocialFanz and @ChocolateJohnny say.

In this blog post, I shared 7 tips that can help one launch & succeed in facebook live videos.

Exactly. Like Cheval who has a podcast, i was video chatting everyday on snapchat, which truly helped me. you really have to practice a little bit before you feel comfortable going live on FB.

I also love another tip that @ChocolateJohnny shared with me when he was on my show. You can let people know that it’s your 1st live show. And you are new! People understand.

Q4 How to promote your show (inside and outside of Facebook)?

  • Promote your show on multiple channels including stories.
  • Send personalized reminders via DM or PM to people who have expressed an interest in your show
  • Promote your show before, during, and after your live show is over.
  • Before: share graphics on multiple channels
  • During: invite people to share, comment & live tweet
  • After: share highlights of your show on multiple channels w/ a replay link
  • Repurpose your live show: video clips, blog recaps, quote images
  • Don’t spam people. Only tag people who might be interested in the topic
  • Create a Twitter list of people who have shown interest in your show
  • Create a facebook group linked to your public Facebook page
  • Encourage your guests to promote your show
  • Upload your Facebook show to YouTube, your website, etc
  • Don’t expect people to come to you to discover your content; make your content accessible to them
  • Do blog recaps of your show & insert the live video links in your blog
  • Make your live show educational + entertaining
  • Do giveaways & prizes
  • When I had Mark Schaefer on my show, i selected a lucky winner to get a copy of his book, known. When I had Chocolate Johnny on the show, John did a giveaway of his chocolate

Me too and Snapchat! He is so real and authentic. I had the honor to see John speak in person. LOVED it.

I love how you combine your show with a podcast, Cheval! That’s SO brilliant! Great idea.

Q5 What are your favorite Facebook marketing tools?

I tried going live on Facebook natively. Also tried using third-party tools such as Zoom & BeLive – BeLive is my favorite one to go live. Read my blog here.

Yes. That’s a great tool. I heard lots of good things about it. How much does it cost?

That’s not bad at all. With BeLive, you do have to pay a month fee.

Use Facebook insights, Facebook’s built-in analytics. It has several metrics: engagement rates, clicks, impressions, etc.

  • Rely on your data to make informed & strategic decisions regarding guest & topic selections.
  • Develop a habit of creating content and auditing your content.
  • Make strategic adjustments based on your auditing results.
  • Your content evolves as you evolve

Top Five Tips That Will Help You Build An Online Community

-- Invited by Shonali Burke, Founder and CEO of Shonali Burke Consulting