Using Facebook Live to recruit and retain

When I worked in radio in the late 1990s, the live‐action broadcast was huge. Normal radio programming would be interrupted by a cut‐in of the morning drive or midday jock, who'd give an enthusiastic update from a car dealership, furniture store, or oil change location. Those, of course, were paid appearances — called remotes — that involved a set of commercials and the two‐to‐three‐hour on‐site promotion. But, often, we also broadcast live from our own events, community fundraisers, and, of course, concerts. These real‐time moments — even just by way of audio — brought people together, built excitement, and created a loyalty between listener and personality (and, by virtue, the radio station).