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can social media help pharma build brand trust

Social media plays an important role in building trust with the public. Pharma has a big brand reputation issue (aka trust issue). I often get asked can social media repair a brand or organization that has damaged its trust? And what does an organization need to do?

1) an organization needs to do a brand reputation audit

  • Brand reputation audit helps you to see how your brand is performing in the eyes of the consumer
  • Findings from a brand reputation audit will help you improve your strategy
  • Findings from a brand reputation audit can help you to utilize the social media platforms in the best ways possible
  • Findings from a brand reputation audit can help to understand where you need to make corrections
  • Findings from a brand reputation audit can help identify strengths and weakness of your online presence
  • Some general questions to ask yourself in brand reputation audit:
    • What are people online saying about you?
    • Are there positive or negative comments?
    • What content is working best?
    • What is the demographics of followers?
    • Are there any brand advocates?
    • What is the general sentiment from users?

2) an organization needs to listen to online conversations

  • Listen to your audience, what are they saying about you
  • Social media has become a channel to vent problems and sharing experiences with others:
    • This is a unique opportunity to listen to your customer – don’t waste it
  • Don’t get angry or upset about negative comments  – there really may be truth to what people are saying
  • Negative comments from the past – once on the web you can be sure somehow has seen it and copies and reposts it

3) an organization needs to respond and engage

  • Social media has democratized communications & the consumer’s voice is louder than ever
  • Remember social media is about being social – it is a two-way dialogue
  • Engagement opens a line of communication & shows how your organization interacts with outside world
  • Social media is a way of communicating organizational core values to the public
  • Remember social media does not sleep:
    • Are you responding rapidly to customer requests on social media?
    • Are you responding at all to customer requests?
    • Young and savvy consumers will not tolerate companies with poor customer service or response
  • Are you using automated DM (direct messaging)?:
    • Get rid of automated DM people know it is automated and not human
    • Auto DM is “inauthentic”
    • Auto DM is impersonal and convey no feeling
  • Do you have accounts that have been abandoned?
  • Do you have accounts with “zombie communities”?

4) an organization needs to empower and encourage employee advocates

  • People trust people
  • Best employee advocate your CEO
  • Employee advocates makes your organization more human and personalized
  • Trust comes from core values communicated through your employees

5) an organization needs to understand that “content is king”

  • Publish quality content
  • Content of quality beats content quantity
  • Consumers can distinguish authenticity from advertising & vanity posts
  • Focus on content the solves consumer problems

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