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LinkedIn’s New Live Streaming Tool

LinkedIn is jumping on the live streaming train with LinkedIn Live. The new feature will allow real-time broadcasts to either specific groups or to the LinkedIn community as a whole. While the debut of this new feature positions the platform trying to catch up with the other social channels that have already been offering live video streaming for quite some time – it’s better late than never! LinkedIn Live will give companies and professionals a workplace-geared space to live stream professional content. LinkedIn Live is launching in the U.S. to select LinkedIn members only, with the streaming tool anticipated to be released on a wider scale after this first phase release.

As reported by TechCrunch, LinkedIn anticipates content will be “…the kind of subject matter you might already see in LinkedIn’s news feed: the plan is to cover conferences, product announcements, Q&As and other events led by influencers and mentors, office hours from a big tech company, earnings calls, graduation and awards ceremonies and more.” Obviously, the platform wants to see LinkedIn Live used for professional content. TechCrunch goes on to speculate how the platform will monetize the new streaming service. While ads come first to mind, the article expands the idea with the possibility of charging viewers for special events such as specific conferences or speaking engagements. This would give content creators the opportunity to also charge for access to their feeds, or in revenue sharing with LinkedIn. Influencers on the platform could further benefit from providing exceptional content.

While it’s not available to all members yet, both businesses and those managing their personal brands should consider how LinkedIn Live could fit into their overall public relations plans. Can your business broadcast from conventions or conferences giving followers special insight into how your brand connects with others? What product launches are upcoming that would benefit from a live feed announcement? What about interviews with key executive staff or public interest pieces like employee of the month announcements?

C-suite professionals should take advantage of this new opportunity to connect with their audience and grow their following. Managing your personal brand is imperative, so consider the kind of content that would secure your position as a thought leader as LinkedIn Live is offering a new way to share your message and insights in a more personal and interesting way. Perhaps a Q&A for those entering your field would be a good start. Or, tell a story about an experience you had, what you learned and how that experience helped you grow in your role. If you are participating in a speaking engagement, consider live streaming that through your personal profile. It’s important to create separation between you and your company.

As with any new feature, there are those who would use it in unintended ways. Some are speculating that the live streaming feed will become full of sales-y messages, overwhelming those looking for the golden nugget of useful content. It’s quite possible that will happen. Our response to that is make sure that your accounts don’t become only sales. Just like any other social platform, content is the key. Your followers will appreciate useful content that enhances their relationship with either yourself or your brand. As long as you keep that top of mind, LinkedIn Live will become another asset in connecting and sharing your message.

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