I’ve been on Periscope quite a bit recently, blipping in and out of people’s scopes and looking at how Public Relations and Marketing people are indexing their scopes being used for business applications.
In short, Periscope is still very much a mixed bag and my observations are that although some people are using it as an additional business tool, widespread best practices aren’t in place yet. I’m seeing a wide variety of uses but no uniformity in how things are listed to draw in viewers and ultimately, followers to Periscope accounts.
Overall, I will say Periscope is an entertaining and amazing portal and can quickly become highly addicting! But I do think there are 3 things public relations practitioners can recommend or say to clients about making sure this tool is used as part of overall marketing and PR efforts.
- Power of Twitter combined with Portability & Sharing — Because Periscope is a Twitter creation, it is already harnessing a well-organized network and is very easy and intuitive to use. However, Periscope audiences and followers must be built independently from Twitter accounts and build audiences on their own merits. Creating compelling content is paramount but the ease of going live worldwide with a smartphone, the portability of this tool and ability to promote Periscopes through Twitter and other social media portals easily makes it a “must do” tool as part of regular marketing and public relations. Yes, SKYPE can be done on a smartphone as well but it is not indexed through Twitter and there are many more organizations and stakeholders on Twitter than on SKYPE. Even more importantly, you can set your Periscopes to save to your camera roll and put the video replay through your other social media accounts as well.
- Make It Equally as Compelling as everything else you put out there. I’ve seen drunk people periscoping, people driving around asking where they should buy fast food, women at wine parties chomping on popcorn and talking about sex on scopes. Periscopes are largely, if you pop in and out of enough of them over a long period of time, boring and banal. Make sure your scopes you create for public relations are compelling with compelling titles and hashtags, with strong calls to action to garner followers. Make sure you push your existing audience on all other social media over to your scopes to make sure they are dialed into what you’re doing.
- Deeper Brand Exposure Payoff with Preparation: Certainly, you’ll want to prep for a Periscope session just like any other public relations appearance or rollout however Periscope allows a whole new level of brand engagement and intimacy with interested followers. From Q & A sessions to CEO announcements, speeches or panel discussions to even contest/quizzes, the Periscope platform is fresh and I’ve observed even the most boring scopes still have people signing on to watch, and talking to the person. It feels very intimate and the “accessability” factor is amped. I periscoped recently me walking my dog and there were at least 25 to 40 people worldwide sitting there watching my dog and talking to me, asking questions and some following me.
In terms of my encouraging clients to be content creators and to “be their own newsroom”, broadcasting, as it is called, on Periscope is mandatory in my book!Share: