As a business owner, live streaming the happenings and concerns of your industry can certainly be a tremendous marketing tool by creating awareness of your product or service, fan loyalty, and a demonstration of the tech tools available to market your business. What we can learn from Antonio Brown of the Pittsburgh Steelers is, there’s a time and place for everything, including live streaming.

Why Can’t I Just Post A Video or Tweet?

Employees have different restrictions on what they can or can’t do on social media. This is dependent on each company’s social media policy. For example, one company may be completely okay with you checking your Facebook or Twitter on your lunch hour, while another company may have a “hands-off” policy. As an employee, you are a representative of the company you work for and have a responsibility to act accordingly. Knowing these restrictions and respecting them is integral to keeping the company’s culture and reputation intact.

Here are 5 points to remember:

  1. Do you have permission? Sounds like a pretty basic question, right? As an employee, live streaming isn’t the time to put permission on the back burner, to do it and apologize later when it goes wrong. Check with your company’s HR or social media handbook. If you don’t have one, check with your boss and take the lead in helping create a company-wide policy.
  2. Who’s in the room? Going back to Antonio Brown’s “oops” using Facebook Live, it may be a safe assumption that there were no children in the locker room with their fathers. However, live streaming a company event with a vendor or partner gives your competition — and ferocious sales people — a peek behind the strategy curtain, and your company’s president or CEO may not want that.
  3. Who’s listening? The answer is — everyone! Seriously. That also includes children. Pittsburgh Steelers’ coach Mike Tomlin, like many other coaches in professional sports, uses occasional profanity with his team. While it may not be right, the last thing you want to do is spoil the professionalism of your company by live streaming unintentional content.
  4. How sensitive is it? If your company is getting ready to launch an innovative product or service that few to none in your industry are doing, you don’t want to spill the beans and let them know your “secret sauce”. As in the two prior points, not only does that give your competition a peek behind the strategy curtain, sensitive content should not be live streamed unless approved first by your company’s president or CEO.
  5. Is it appropriate? This goes with the above point about unintentional content. If the event you’re broadcasting is more of a rant against the company, or a political viewpoint, or even a casual party, stop and ask yourself, “If I am the owner or president of this organization, would I want this broadcast right now? Are these views my company’s views?” As an employee, you are a steward of that company’s reputation. While you and your company’s president or CEO may share the same political views, that doesn’t mean the company also shares them. Same goes with the rant or the party: how negatively do you want potential customers to view your company?

By working with your company’s president or CEO, you can help develop your company’s social media policy away from the fear of using current technologies for marketing while embracing the wishes of management. You can help be a force to reach your potential audience and keep them intrigued while humanizing these “golden gates”, and keeping communication open while keeping drama out. If you’re looking for help creating such a policy or a results-driven marketing plan for the new year, contact the Business Mentor Team today for an appointment.

Be strategic. Be visible. Be found.

Contributed by: Lisa Raymond,