Why GE execs are on Facebook Live

The multinational giant with diverse businesses finds the channel ideal for senior-level outreach. Besides, if you’ve got a drone, why not buzz the rowers working out before the Rio Olympics?

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Want to put a question to a top executive of a leading multinational corporation?

There was a time when most of them were beyond the reach of ordinary employees or members of the public. Yet thanks to new demands for transparency—and live-casting technology—leaders are fielding questions in ways unheard of a few years ago.

Just check out the Facebook page of Beth Comstock, vice chair of General Electric. In a recent Facebook Live broadcast, she discussed how to deal with the breakneck pace of change, and customers submitted questions in the comments.

Why Facebook Live?

“You have to go where the world is, and everyone’s on Facebook,” Comstock says in the video. “And Facebook has created this great platform where you can … create a live conversation. And I very much want to be part of it.”

Beyond blogs and podcasts

GE leaders have long made use of blogs, podcasts and other channels to offer their thoughts, says Alaynah Boyd Tombridge, communications specialist. Facebook Live is the latest tool for executives, who find it an appealing medium for those interested in stressing transparency, honesty and accessibility.

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