LinkedIn Live and LinkedIn Events.
When and why to host LinkedIn Live, Events, and Audio Events.
LinkedIn Live.
LinkedIn Live gives you the option to broadcast live video to followers of your nonprofit’s LinkedIn Page and other interested LinkedIn members.
Why use LinkedIn Live?
On average, LinkedIn Live videos get 6x more reactions and 23x more comments than native videos, and are a great way to reach your audience in real time. Even when your live stream ends, people who missed it can view the recording on your LinkedIn Page without you needing to upload it.
Note:
You can also share the link to the recording with anyone. As long as they have a LinkedIn account, they’ll be able to view it.
Use LinkedIn Live to do things like:
• Host a fireside chat with one of your leaders so that supporters can ask questions in the chat and get answers in real time.
• Share exciting updates with followers as they’re happening in an engaging, interactive format.
• Take supporters behind the scenes at your nonprofit to build stronger connections between them and your organization.
• Live stream content from an event you’re hosting or attending (ex: a speech from your founder at your annual gala).
How to start a LinkedIn Live broadcast:
To live stream from your nonprofit’s LinkedIn Page, you need to get access to the LinkedIn Live feature and meet a few requirements, including having 150+ Page followers and a history of abiding by the Professional Community Policies set by LinkedIn.
If your nonprofit’s Page meets these requirements, you can submit a request for access by creating either an event through a preferred third-party broadcast tool or a LinkedIn Event. Doing either will generate an automatic check to see if your nonprofit is eligible. If it is, you can select “LinkedIn Live” from the event format dropdown menu.
To start your live stream:
• Step 1: Choose a broadcast tool. You’ll need to use a third-party broadcasting tool to stream live video on LinkedIn.
• Step 2: Connect the tool to your LinkedIn Page.
• Step 3: Select “Create a Live Event” under the “Admin tools” menu on your LinkedIn Page.
• Step 4: Set up your live stream through your selected broadcasting tool.
• Step 5: Go live!
Make your live streams smooth and interactive:
Designate someone on your team to monitor the chat, respond to comments and questions, and post prompts to encourage further engagement from viewers. Ideally, your live speakers should also interact with the virtual audience. One way to do this is to have the person monitoring the chat feed your speakers questions to answer.
Have plenty of hands on deck to help run the live stream. This might include:
• A moderator to respond to audience questions and delete inappropriate comments. They’ll need to be an admin of your nonprofit’s Page.
• A producer to manage your broadcast tool, including starting and ending the live stream. If you don’t have anyone experienced on your team, you could do a few practice runs to get this down smoothly.
• A troubleshooter to jump in and help out if you’re having technical difficulties.
Tips for getting the most out of LinkedIn Live:
Invest in a few filming tools, such as a ring light, a tripod, and a microphone, to give your live streams a professional look.
Test your tech in advance to make sure microphones, cameras, and internet connections are working properly.
Minimize the use of prerecorded material during a LinkedIn Live event. While you can use some prerecorded content (ex: a short thank-you video shared by your community), the whole event shouldn’t be pre-recorded — otherwise, it takes away the purpose of doing a live stream.
Use LinkedIn Live strategically, and avoid over-live streaming, or your audience will be bombarded with notifications and might stop paying attention to them.
LinkedIn Events.
LinkedIn Events allow you to create professional landing pages in minutes to help promote your nonprofit’s upcoming events.
Why use LinkedIn Events?
Gather information about event participants. When you create an event, you can add a registration form so that anyone who registers can opt in to hearing from your nonprofit, allowing you to stay in contact with them once the event ends. Registrants will also receive an email and/or LinkedIn notification reminding them about the event.
Use LinkedIn Events to do things like:
• Get the word out about an event you’re hosting in person, like a sponsored walk or annual gala.
• Promote a LinkedIn Live or LinkedIn Audio Event that you’re planning.
• Let your audience on LinkedIn know about your nonprofit’s presence at another event (ex: a virtual summit your CEO is speaking at).
How to start a LinkedIn Event:
• Step 1: Be an admin of your LinkedIn Page.
• Step 2: Select “Create an Event” under the “Admin tools” menu.
• Step 3: Fill out the event creation form. Set your organization’s LinkedIn Page as the organizer and let people know if the event will be online only or in person.
Tips for getting the most out of LinkedIn Events:
Add a banner image and a description to bring your event to life.
Promote your event to your Page followers. You can target based on factors like location and seniority to reach a specific subset of your audience if you choose.
Keep an eye on comments on your event-related posts. People may ask for clarification about timing or how to participate.
LinkedIn Audio Events.
LinkedIn Audio Events give your nonprofit the option to broadcast live conversations on LinkedIn — and welcome audience members into the discussion.
Why use LinkedIn Audio Events?
Host interactive conversations with people from all over the world — no cameras or broadcasting tools required. Participants can join from anywhere, and hosts have the option to invite attendees to speak.
Use LinkedIn Audio Events to do things like:
• Bring together experts in your nonprofit’s field to discuss trending topics in real time.
• Host question-and-answer sessions where audience members can “raise a hand” when they want to speak.
• Invite volunteers or others supporters to share their stories about your nonprofit in a low-pressure, audio-only environment.
How to start a LinkedIn Audio Event:
• Step 1: Be an admin of your LinkedIn Page.
• Step 2: Select the “Event” content tool.
• Step 3: Select “Audio Event” from the “Event format” dropdown menu.
• Step 4: Fill out the information, including the date and time, and click “Post.” Then, start promoting your Audio Event!
Note:
As with LinkedIn Live, only eligible Pages can create and host LinkedIn Audio Events.
Tips for getting the most out of LinkedIn Audio Events:
Let potential speakers know that a LinkedIn Audio Event is low commitment. Since these conversations are audio-only, participants can join from anywhere with a strong internet connection, even in their pajamas.
Identify your hosts and moderators in advance. Up to the first 10 Page admins to join the Audio Event will automatically be designated as hosts, so ask other team members to join after your chosen hosts.
Build deeper engagement by letting attendees join the conversation. You have control over who gets to speak and when.
Establish ground rules. Create a safe space for conversation by letting listeners know what topics you’re covering and what kind of language won’t be tolerated. Report any participants who act inappropriately.
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