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transfer of knowledge for #bigpharma with the help of the community manager

In a previous post I covered the role and responsibilities of the social media community manager. One key responsibility of the social media community manager is the transfer of knowledge from the outside to the inside of an organization. Why is this information important for #bigpharma? And why should #bigpharma invest in this role?

What kind of information can social media provide?

  • ideas
  • experience
  • opinions
  • knowledge
  • resources
  • trending topics

Why the social media community manager?

  • knows the audience very well, because they are interacting with them on a daily basis
  • understands the needs and preference of users
  • knows what is trending online
  • knows what is working and what is not working
  • understands the analytics
  • responds to questions
  • tracks results
  • monitors trends

Social media community manager and social media reports?

  • puts together regular / if not daily reports
  • reports on social media campaigns
  • reports to asses the information / performance against identified benchmarks
  • provides regular / daily high level information about communications and metrics

Which tools can be used for the reporting?

  • screenshots
  • reporting tools that come with social media platforms, such as Facebook activity logs
  • third party reporting and monitoring tools
  • analytic tools like Google analytics

How can the information be used for refining your social media strategy?

  • encourages community relationships
  • helps in crafting responses
  • checks which content works
  • gathers ideas for future content 

#bigpharma and Instagram takeovers

Instagram (IG) takeovers have been around for a while. It can add fun and uniqueness to your Instagram account. Should #bigpharma consider doing an IG takeover? I say yes!

What is an Instagram takeover?

  • Temporarily allowing *Instagramers* to take over an Instagram account and share content with their audience

Which kind of takeovers are there?

  • Full control of the account
  • Semi control of the account
  • Inviting external guests – for example, influencers
  • Being invited as a guest on another Instagram account
  • Takeovers can take the form of posts, stories, or go live

How can Instagram takeovers be applied to #bigpharma?

  • Have employees or colleagues on Instagram takeover company account
    • grows following, engagement, reach on Instagram
    • get an inside view of the company
    • for global companies great for worldwide perspectives
    • also adds variety to the account
  • Getting invited as a guest on another Instagram account (great way to reach a new audience)
  • Invite guests patient groups, HCPs in raising awareness for a common cause or disease awareness

Benefits of takeover?

  • Can be a valuable social media marketing strategy
  • Allows for individuals and influencers to collaborate and cross-promote content
  • Allows for collaboration and partnerships
  • Can be fun

How to promote your takeover?

  • Announce on Instagram when takeover will take place
  • Announce on other social media platforms
  • Have guests do the same on their social media platforms

What should you do #bigpharma when scandals hit social media platforms

FB has been again in the news. How will people react? Will they abandon the platform? But more importantly what will happen to your audience and content that you have invested across the years. What should you do #bigpharma when scandals hit social media platforms?

 

Stay on top of news headlines and trends in social media

  • Many users not happy about how private data is being used
  • Launch of General Data Protection Regulation (GDPR) more people are aware of privacy rights
  • Ethical processes within the social media companies are not clear
  • Psychological profiling is being used secretly and there appears to be no ethical review process in place

Content, invest in DAM

  • #Bigpharma is an enterprise system and digital asset management (DAM) software must be in place
  • Organization and tagging of content is a must:
    • content by year
    • topic
    • event and content type
    • makes content more accessible for curation and reuse

Social media strategy keep on making adjustments

  • Track performance of your content and if needed make changes
  • Look at engagement – are people engaging with you
  • Reach – how are people engaging with your content

Audience

  • Listen to your audience
  • Diversify your audience building – algorithms or changes to platforms do happen
  • Develop audiences on different social media platforms
  • Learn from influencers – they engage with audience on more than one social media platform

Be on more than one platform

  • As the old saying goes – *don’t put all your eggs in one basket*
  • Use more than one social media platform to expand reach
  • Different platforms attract audiences with different demographics
  • Social media platforms are free so why not use them
  • Remember to adapt content to each social media platforms

modeling the response you want online #bigpharma

So you want people to look and engage with your content. So you should be doing the same. Model the response you wish to have from your online audience, don’t just expect it.

Reply

  • Social media platforms do not wait
  • They are on 24/7
  • Respond quickly and fast

Comment

  • If you want people to comment on your posts, you have to do the same
  • It shows you have authority
  • It shows you are an expert in the sector
  • It allows you to gain ideas from your audience
  • It allows to build your following
  • It allows to build your brand

Engage

  • It shows you are human
  • It shows you care
  • It shows you are authentic
  • It shows you are real
  • It allows for an exchange of opinions and views
  • It allows to gain deeper insight
  • It allows for CEOs to be in contact with their audience

Share

  • Do not only share your content but share other content that may interest your audience
  • Share on different social media platforms
  • Share to inform people
  • Share to help people

Content

  • Content is king
  • 80% informational and only 20% promotional
  • Who are you creating content for and how will you change their life
  • Ask and engage with your readers for ideas
  • Experiment with different types of posts
  • Look at your archives – some may need updating
  • Experiment with different mediums
  • Write with personality
  • Be human
  • Be authentic

who are your followers #bigpharma

Do you know who your followers are #bigpharma? Do you know the people that make up your following? Do you know what content they like or do not like? Do you engage with them? Followers are very important for growing your community. Getting to know who are your followers will guide in creating content and engaging with them.

General audience

  • Are people interacting online
  • Are an international audience – located geographically around the world
  • Look at bios to find out more about them
  • Can be influencers
  • Always remember online audience engages and expects an answer rapidly

Healthcare professionals

  • Look at bio to find out more about their specialty
  • Are they involved in research or policy
  • Social media platforms are changing the environment of the professionals
    • Provide updates on research technologies
    • Good sources of information for clinical trials, including recruitment
    • Share updates from medical conferences
    • Participate in tweet chats with patients and general audience

Journalists

  • Remember today most people turn to social media platforms for news
  • Roles and responsibilities of journalists are changing
  • Journalists rely on social platforms for publishing, distributing and promoting content
  • Journalists also share opinions/insights and engage with readers daily

Not for profit organizations

  • Focus on community engagement and education
  • Focus on brand building and reputation management
  • Focus on program recruitment
  • Focus on fundraising
  • Focus on raising awareness

Patients

  • Seek information
  • Express experiences
  • Express opinions
  • Provide a great source of information about a particular disease
  • Twitter chats are like a virtual support group – often breed communities of patients with similar medical problems (they support one another)

content marketing on LinkedIn for #bigpharma

LinkedIn is probably one of the safest social media platforms to use for #bigpharma. However, it can be very competitive to stand out from the crowd and get attention. What should #bigpharma be doing to get engagement and content seen.

Content

  • Produce valuable content
  • Have a team of content creators and curators in place
  • Do an audit and check which content has performed well on LinkedIn
  • Mix content shares between your own original content and other sources of content
  • Post a couple times a week
  • Use hashtags – comes up better in searches
  • Video is available on LinkedIn and can be highly engaging

LinkedIn Publisher (Publishing Platform)

  • LinkedIn Publishing platform – are you using this feature to publish posts
  • Promote your LinkedIn publisher post content on other social media platforms
  • LinkedIn status update – this is perfect for short, concise updates and messages

Executives publishing on LinkedIn

  • Just like CEOs on Twitter you need to have CEOs writing on LinkedIn
  • CEOs posting on LinkedIn increases reach
  • Publishing on LinkedIn allows executives to connect and engage directly with the audience

Employee advocacy

  • Your employees are your most valuable assets
  • Socially engaged employees help to boost corporate image and brand
  • Executives (see above) on social media yields better employee advocacy
  • Give employees interesting content to share
  • Sharing latest post from the company blog is good but it needs to be strategic

Recruiting on LinkedIn

  • Go beyond keyword search, job posting, and positions
  • Follow thought leaders
  • Look for influencers
  • If you meet someone in the real world then try to connect on LinkedIn
  • Have employees tell the audience about their job roles
  • Valuable content (see above) can also grow your visibility and in turn attract new talent

#bigpharma who is your real competitor

So #bigpharma who is your true online competitor?

Mobile

  • Mobile is the future
  • People are using mobile to do everything they do
  • People are using mobile to access social media platforms
  • Try and understand how your online audience wants to use their mobile devices to interact with you
  • Do you have a mobile strategy – if not you are a little late in the game

Followers

  • Creates relationships
  • More followers the more of an authority or expert you are
  • Gauges you online presence
  • Followers today access internet mainly via mobile devices (see mobile above)
  • Engage, create value content and use hashtags to increase following
  • Learn how to keep followers
  • Learn how to get followers

Engagement

  • Social media is all about engagement
  • More engagement means you get more reach
  • Engagement helps build reputation
  • Learn to respond promptly:
    • People expect businesses to respond on social media and fast
    • Respond even when pulled into discussions

  • You learn from your online audience when you engage
  • Engagement helps to create better brand awareness
  • Engagement sets yourself as an authority in the sector

Creativity

  • Create unique content for social media
  • Adapt content to each social media platform
  • Experiment with user-generated content (UCG)
  • Make engaging content
  • Try humor
  • Tell a personal story – not an advertising story
  • Make sure to create content for mobile devices (see mobile above)
  • Create content to digest on the go – make it simple and shorter

Original content

  • Content needs to be valuable
  • Content needs to be relevant
  • Content needs to be original
  • Content needs to be engaging
  • Images need to be original and high quality
  • Your content is not diverse from other #bigpharma – too cookie cutter
  • Avoid posting same corporate content over and over
  • Vanity content does not work well for #bigpharma

2 strong views about #bigpharma on Twitter

Twitter seems to have created 2 waves of conversations around #bigpharma, supportive or unsupportive. Is #bigpharma addressing this in their social media strategy?

Which topics are most common?

  • Maximize profits rather maximizing the number of people they can help
  • Invented diseases
  • Unfair drug pricing
  • Boycotts

What does this say about the interests of the online community?

  • #bigpharma is not addressing community issues
  • #bigpharma is not engaging with online audience
  • #bigpharma is not trusted

We tend to find most of the unsupportive comments?

  • On business & finance posts
  • Promoted tweets probably, due to increased visibility in feed

We tend to find the most supportive comments?

  • Company or corporate handles, probably colleagues and stakeholders sharing corporate posts

How about the use of retweets and mentions?

  • Retweets are mostly affirmative or supportive in nature
  • Mentions are mostly unsupportive

how can #bigpharma gain attention when the news cycle is focused on other stories

You need to have a unique voice in order to stand out above the noise on social media. The game gets tough and tougher every day. Here are five situations where #bigpharma can stand out from the crowd.

Be with the times

  • Be aware of what is going on in the world
  • Choose your words well
  • In a negative debate, have a positive message
  • Do something unexpected
  • Do not put the focus on product

 

Be human

  • Be authentic
  • Be humble
  • Engage

Be aware of the conversations taking place online

  • Be aware of early warning signs
  • Be aware of online self-forming advocacy groups
  • Beware that social media is global and people can join the conversation from anywhere in the world
  • Be aware of celebrities that become part of the conversation

Respond quickly

Quality content

  • Helps to build trust
  • Helps to distinguish you from the rest
  • Provide value
  • Ads today are more of an inspiration

social media still an uncharted territory for #bigpharma

It’s not so much about your products #bigpharma, but more about how you are using social media platforms. Social media still remains an uncharted territory for #bigpharma. Below are 5 areas #bigpharma needs to focus on regarding social media.

Establish an approach and level of investment

  • Have a social media team in place
  • Have an allocated budget
  • Have a social media strategy
  • Aligned with broader business
  • Have access to c-suite for rapid response
  • Have a process in place

Stay authentic

  • Be humble
  • Be human
  • Engage
  • Start online conversations
  • Respond

Provide value

  • Content with information
  • Content that educates
  • Content that provides scientific information
  • Content that provides clinical updates
  • Content that is relevant and answers the needs of your online audience

Political and social causes

  • #Bigpharma has found itself in social & political causes

  • The Sanofi response was successful because:
    • Words are well chosen
    • In a negative debate, it had a positive message
    • It was unexpected & choose to take part in the debate – #bigpharma is infamous for staying away from answering anything online
    • Tweet was focused on inclusion and diversity and not their product
    • It was fast – #bigpharma can take days to respond

Be creative (see post pharma getting creative with content)

  • Traditional advertising ads are out
  • New creative and engaging content is a must
  • Content needs to be original.
  • Experiment with content – see what works and doesn’t work
  • Ask your audience for ideas
  • Try User Generated Content (UGC)
  • Start learning from other business sectors
  • Change attitude towards risk, from avoiding mistakes to taking a chance on success
  • Do social listening so that you understand your audience