The power of real-time marketing: Live video streaming gives consumers a window into brand attributes

Sharon M. Goldman

A look at the role of live video streaming for brands and where the potential risks are for those thinking about investing in the format.

When Sharifah Niles-Lane joined Boston-based Eastern Bank in 2017 as VP of digital marketing and social media, she knew live video streaming would play a key role in her marketing arsenal. She had discovered the power of the tactic one year earlier, as director of social media at top educational publisher Houghton Mifflin Harcourt.

"Facebook Live had just debuted and I thought about the most meaningful way to use it at conferences we attended," Niles-Lane recalls. She set up a mini-studio within the publisher's trade show booth and hosted Facebook Live sessions with famous authors and influential educators. "We were...

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