Live Streaming

Overview

Live streaming is a powerful tool that can drive video views and social media engagement by essentially bringing into “the room” viewers who otherwise might not be able to attend or participate in the event being streamed.

Basic or Advanced/Professional Live Streams

There are two ways to approach a live stream. The first, is to keep it basic with quick amateur video captured through a smartphone (a basic live stream). The second approach is to make the live stream a more advanced, professional production that utilizes professional equipment and staff expertise—requiring the work of 2-5 communications staff members (an advanced/professional live stream).

To be effective, each stream on the simple-to-advanced scale should include thorough planning and the level of complexity intentionally chosen to match the unique aspects of the event being streamed.

The College Communications team encourages all social media managers to consider live streaming as a powerful communications tool to drive online engagement with Davidson.

The purpose of these guidelines is to help outline how and when the College Communications team will be able to step in to assist with an advanced/professional live stream events using Davidson’s main institutional social media accounts as opposed to aiding and training managers to offer basic live streams through department-level social media accounts.

Live Streaming on the Primary Davidson College Accounts

While College Communications embraces live streaming as a powerful engagement tool we are selective in which events are live streamed to the college’s institutional social media accounts given the additional considerations for video, audio, live streaming equipment, lighting, staging, staffing, and the much needed involvement of event organizers in the production.

Live Stream Event Plans

Requests for advanced/professional live streams must include detailed event plans covering every aspect of the event and how the event will engage with an external audience and encourage audience participation as part of the event. Audience engagement can influence and impact the broadcast—it can help increase retention, reach and lead to more engagement from the viewers.

The decision as to what events will be live streamed on the primary Davidson College social media accounts rests with the College Communications team and with the college’s chief communications and marketing officer.

Individual department or program social media managers are encouraged to live stream direct to their own accounts without the direct assistance of College Communications staff wherever possible, as long as the stream remains in compliant with the live streaming best practices and accessibility requirements.

Difference Between A Live Stream and Simulcast

Live streams are broadcast through social media websites, which can include Facebook LiveTwitter (Periscope), Instagram, YouTube Live, and Livestream.com. A live stream production includes planned engagement with the social media audiences as part of an event and requires event organizers to be inclusive of the social media audience during the event.

A simulcast is feeding video of a live event from one location on campus to an overflow room. For example, if an event in the Duke Family Performance Hall was sold out, it might be simulcast to an overflow room like the Smith 900 room. Simulcasts are typically fed from one room to another and do not require the assistance of College Communications.

 

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