How can you engage a community of thousands from across the world while making them a part of your live events?
For Erin Flior, senior director of digital communications at the Cystic Fibrosis Foundation (CFF), live streaming has emerged as a key way to encourage participation for those who can’t be onsite. The nonprofit has used it to great effect at some of its live events, including Teen Advocacy Day in Washington, D.C., and Great Strides, the foundation’s largest fundraising event, with more than 500 cities taking part.
The idea of remote participation means a lot to an organization like CFF, which works to create a community of those affected by the disease, as well as fundraising for research and development of a cure. With so many people living with Cystic Fibrosis (CF)—30,000 in the U.S. alone—going live on a platform like Facebook can instantly bring the community together, allowing anyone to see what’s going on at a live event, and even contribute their own thoughts and questions in real time.
Flior—who will discuss live streaming at The Digital PR & Marketing Summit Oct. 17-19 in Miami—shared some of the tactics she uses to plan, promote and analyze CFF’s efforts.
PR News: How has your social media strategy at the Cystic Fibrosis Foundation changed over the past six months?
Flior: We have really looked to reach more of the CF community by leveraging new voices with Instagram takeovers and expanding our content to reflect social listening feedback on the topics we should help shine a light on.
PR News: What are some of the biggest pros and cons of live streaming?
Flior: The greatest pro is being able to invite our entire community to participate in a moment with us. The greatest con is more of a challenge. Making a live stream feel as engaging as in-person can be tough, so thinking through how we structure the experience and how we are going to engage the online audience in a meaningful way is always top of mind.
WATCH: Dana Handler, one of the summer interns for our advocacy team, speaks with volunteers from the CF community during Teen Advocacy Day in Washington, D.C. Want to know how you can get involved with CF advocacy? Skip to 16:41 and visit: bit.ly/CFadvocacy
Posted by Cystic Fibrosis Foundation on Thursday, June 23, 2016
PR News: Do you think that live streaming can work for an organization of any size? Why or why not?
Flior: Live streaming can work for any company; nonprofit, large or small. The key is to only use it in a way that is authentic to your audience and goals, and not try to check a box just because it’s the latest technology.