Going live on social media platforms such as Facebook or
Periscope is a great way to immediately connect and interact with
your audience. Your customers or target audience are invited to ask
questions and can expect to receive a real-time response. With that
however, comes significant responsibilities to ensure your personal
brand, or brands that you are affiliated with, are not tarnished.
Shane Warne, Michael Slater and Kevin Pietersen, ironically, are
the latest celebrities to be reminded of the dangers of going
In a live stream containing some members of the Channel 9
cricket commentary team, Shane Warne, Michael Slater and Kevin
Pietersen were observed travelling seatbelt-less (see below).
Within seconds observant viewers pointed out that the cricket stars
were travelling unsafely. One fan commented, "Seat belts boys
please - seat belts save lives," before another taunted
"Safe driving boys." Oblivious to the nature of the
comment Warne responded "Yes, we've got Mark Taylor
driving, so that's good."
Within a matter of moments the video, posted on Shane
Warne's website had been shared approximately 200 times,
generating close to 118,000 views. The foolish behavior no doubt
attracted the attention of many, including Tasmania Police who
investigated the offence further. The three men escaped fines in
this instance instead receiving infringement notices. Tasmania
Police also took the opportunity to remind motorists of the
importance of complying with seatbelt laws by posting to their own
Facebook page (below).
Is there confidential documentation in the background?
Are you in a location that is inappropriate for your brand
image? For instance, are you a politician at a pub, in a strip club
or the toilet?
Do you have consent from the people within the photo? For
instance, are you filming within child care centres where
permission needs to be granted by a parent or guardian over 18
Is there any illegal activity occurring within your
environment? For instance: illegal drugs, excessive alcohol, etc.
Whilst they might not belong to you, items of this nature certainly
don't promote a positive brand image.
Consider damage to associated brands –
In the above scenario, the cricketers all received negative PR
regarding their own personal brands, but due to their affiliation
with Channel 9, the television network also copped backlash over
the incident. If your online image becomes compromised due to poor
social media etiquette, it is likely that other businesses may
avoid working with you. Be sure to promote yourself as an engaging,
appropriate social media user as doing so will maximize your
opportunities to work with other brands.
Do your research – If you are
considering collaborating with other businesses, be sure to check
out their online footprint. Do they respond positively to feedback?
Are their photos appropriate? Do they swear in live streams? As
with the example above, Channel 9 themselves had no involvement in
the cricketers' antics however were left to clean up the mess
after the incident occurred. Doing your research before
collaboration can help you weed out any potential
Plan before – Whilst going live
spontaneously may seem like a fun idea, it is usually the most
risky. Be sure to plan your environment as discussed above and
ensure the people that make an appearance are unlikely to behave in
a way that might cause embarrassment to you or your brand. Finally,
plan the content you wish to discuss and stick to it. There is
nothing worse than having conversations that don't seem to end
and it's the very same with live streaming. Make your message
short, sharp and simple to keep your audience wanting more!
The content of this article is intended to provide a general
guide to the subject matter. Specialist advice should be sought
about your specific circumstances.
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