Live streaming on social media platforms is an effective marketing strategy for businesses. It allows businesses to connect with customers in real time during the COVID-19 pandemic. There are four main types of social media - social community, social publishing, social commerce, and social entertainment. Live streaming services first emerged in 2014 and allow users to broadcast and interact via chat. For marketing, businesses can use live streaming on platforms like Facebook and Instagram to promote their brand and influence customers. To be successful, marketers need technology skills, communication skills, and knowledge of analytics to monitor social media engagement.

1. Live Stream as a Social
Media Strategy
By Eugenia Stoyanova
Thomas Edison State University
Social Media
Professor Dr. David J. Castle, PhD 4/6/2022
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2. What is Social Media?
Social Media is defined as a form of electronic communication. The
internet and the technology today such as smartphones, tablets,
smartwatches, and much more make electronic communication possible
through social networks. Users create online communities to share
information, videos, pictures, and ideas. The culture of participation is
democratic because people have the freedom to interact with others,
including businesses, schools, and healthcare providers.
Learn
Buy/Sell
Work
Talk
Create
Share
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3. The Zones of Social Media
There are four zones of social media and each one has a special use:
Social
Publishing
Social
Entertainment
Social
Community
Social
Commerce
1. Social community is used for sharing and
socializing
2. Social publishing is used for editorial and
commercial reasons
3. Social commerce is used for retailing/sales
4. Social entertainment is used for games and
music
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4. Social Media and Marketing
Social media is very valuable for
businesses because of the access to many
different people and their functionality.
Business through their marketing activity
deliver and share information and offerings
with clients, partners, and the rest of society.
Social media marketing is the utilization of
social media technologies, channels, and
software to deliver a message to brand fans
or an organization’s stockholders.
Social
Media
Marketing
Facebook
WhatsApp
Linkedin
Twitter
Instagram
YouTube
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5. What is Live Stream Trend?
In the era of the COVID-19 pandemic,
many businesses from different industries
started to do live streaming so that they
can keep their connections with their
customers no matter where they are.
Live streaming is the new way of
communication between businesses and
their customers.
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6. Social Live Streaming Services (SLSS)
SLSS emerged back in 2014, as a new type of social media that allows
users to broadcast in real time, also allowing communication via chat
channels. Costumers involved in such activities received positive experiences
from their active chatting behavior. Due to its success, the live streaming
functionalities were introduced to Facebook, Instagram, and YouTube back in
2016.
In interactive live streaming, users have effect on the content of the
stream compared to live streams without interaction.
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7. How Live Streaming can be used in Social
Media?
Technology opened pandora’s box where we can watch and have
personal interaction, recognition, and connection through live streaming
activities. Live streaming is changing the way in which people are living on
an everyday basis.
Social media marketing is using the new trend, live streaming, through
social media technologies, channels, and software to influence and
promote brands, as well as using it for business applications funding.
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8. How to successfully use Live Streaming in
social media?
To be a successful social media marketer, one needs to be:
• Technology savvy
• Have wonderful blogging and writing skills
• Have knowledge of internet marketing and sales background
• Need to be able to use different analytical tools to monitor social media
• PR and communication knowledge
• Knowledge of different platforms such as Facebook and Twitter
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9. The End
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10. References:
By: Tuten, T., (2021) Social Media Marketing. (4th Ed). Sage Publications.
The Ultimate Gide of Live Streaming Events
http://solutions.nextcomputing.com/datasheets/Ultimate_Guide_to_Livestreamin
g_Vimeo_NextComputing_Livestream%20Studio%20Switchers.pdf
By: Brundl, S., Matt, C., Hess, T., 2017. Consumer Use of Social Streaming
Services: The Influence of Co-Experience and Effectance on Enjoyment.
Association of Information Systems
https://www.researchgate.net/publication/317956955_Consumer_Use_of_Social_L
ive_Streaming_Services_The_Influence_of_Co-
Experience_and_Effectance_on_Enjoyment
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