Execs seize on Facebook Live as an outreach tool

The breezy nature of the video platform enables senior leaders to present a more human face to staffers and to the general public. But would your CEO take a pie in the face for the cause?

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Steve Case had a bone to pick with Harvard Business School.

Back in 1980, the renowned institution rejected the application of the man who would later found America Online and become chairman of the digital and entertainment behemoth AOL Time Warner.

So when a recent book tour brought Case to Boston, he dropped by the school demanding answers. He live-cast the event on Facebook, reading from his original application essay.

“I’m upset about it,” says Case, now the chairman and chief executive of Revolution. “I’m going to go by the admissions office and ask why.”

The video, shot with wit and a dash of pique, illustrates why Facebook Live is catching on among executive communicators as a fresh way to reach audiences. Uses include leadership interviews, formal podium speeches, and queasy-cam videos that can look as rough as any tourist’s iPhone pan of Times Square. (Check out T-Mobile CEO John Legere’s live-cast from, well, Times Square.)

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