Editor’s Note: This post originally appeared on convinceandconvert.com.

Regardless of your political views, marketers can learn from how The White House’s social media team creatively leveraged content in real-time to engage their fan base of more than 1.6 million during the Presidential Inauguration. Given the impressive stats on the number of people who watch TV while also using a mobile device or PC, it was strategic for The White House to use Facebook to post photos and videos detailing milestone moments from the Presidential Inauguration throughout the day and night.

However, what was truly innovative, is how the team took the live streaming of images a step further by curating key quotes from the President’s inaugural address and pairing them with inspirational photos. The images with quotes were strategically pushed out live during the President’s speech to further hit upon key points in a way that was highly shareable. Overlaying the quotes onto the images also ensured that the message stayed consistent as the photos were shared. Following the speech, the full inaugural address video was posted.

So, what does this mean for companies or brands? Though it’s rare to see a company or brand pushing out such a high volume of content in real-time, this type of strategy could certainly be adopted on a smaller scale. Consider how you could develop content using photos, videos, and quotes to create a live experience around a company milestone or event for fans that cannot be there in person. For every brand or company, the acceptable volume will vary, but as The White House showed earlier this week, special occasions are worth going the extra mile.

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