Browse Tag

self promotion

#pharma so what do you want to accomplish with social media

The first question you need to ask yourself with social media is, what are your objectives? You have a sales target but what is your social media target?

Is it just an extension of your traditional advertising?

  • Remember TV ads are designed only for TV
  • Are people watching your ads on social media
  • Do you ever ask yourself why would anyone click and watch this
  • Are your social media and traditional media complimenting each other (as it should be)

Is it about telling the latest research?

  • Are you posting research in a timely manner
  • Are you presenting scientific data that people can understand
  • Are you dedicating time to producing and curating research content
  • Social media is an excellent forum for discussing research

Is it about employees advocacy?

  • Remember employees are your greatest asset
  • Employee advocacy can: 
    • Increase brand reach and greater audience
    • Humanizes your brand
    • Support engagement efforts
    • CEO participation on social media is important

Is it about promoting your success?

  • Are you producing content that is useful and relevant for your audience
  • Are you producing content to promote yourself (aka vanity content)
  • Are you looking for validation or engagement on social media

Is it about engaging with your audience?

  • Do you know who your audience is
  • What do they care about
  • Do you interact with them
  • Are you building a community

#bigpharma value content versus ego content

#bigpharma tends to talk more about themselves on social media.  At times we see posts of *corporate good*, *most loved*, *most admired*, *best place to work* content on social media. But is this balanced with adding *real value* content?

Why do we self-promote?

  • We want attention and try to get attention
  • We want to stand out
  • We want to drive traffic to our blog, our products, website or something else

Is promoting yourself ok?

  • Yes
  • General rule is *providing value 80% of the time and you can self-promote 20% of the time*
  • Keeping your ego at a check and always providing value to your audience is a tricky balancing act

Some examples of #bigpharma self-promotion?

  • Awards
  • Testimonials
  • The best place to work
  • Most admired
  • Corporate good

How can you tell if  #bigpharma content really is adding value or if it is just an ego boost?

  • Does it engage or start a conversation with people
  • Does it create a deeper relationship with your audience
  • Does it have a human touch
  • Is it authentic
  • Does it have a direct line to your products, website
  • Do you share content that is not related to your business

So what does the perfect balance look like for #bigpharma?

  • Ask yourself are you thinking about yourself or about your audience
  • What content has worked in the past – which topics engaged your audience more
  • Are you using social media to discuss important topics
  • Are you approaching your content as your audience would