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social media backlash

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

#bigpharma facing backlash on social media

#Bigpharma is not immune to backlash on social media platforms. Below are some examples of types of backlash and observations and lessons learned.

Cyberbullying

  • Social media is 24/7 – always be listening
  • Turn off scheduled tweets
  • Be mindful of what employees /other accounts are posting online
  • Responding to social media posts needs to be rapid, hours versus days
  • Values you declare need to match your actions online
  • People are watching and keeping track of your actions – so don’t think it will go away
  • (see also #bigpharma caught in the midst of cyberbullying )

 

Being caught in the midst of racist tweets

  • Leaders @Sanofi did not sit back, they took action
  • Came as a positive surprise response – audience understood @Sanofi’s position, the importance of diversity and inclusion
  • Quick turn around – a timely approval from legal, regulatory and other departments
  • Response post was a reflection of reputation – consistent with values
  • Need to constantly be monitoring social media platforms

 

Becoming a meme on social media

 

  • On social media a meme is usually an image or video can be funny, sarcastic or mean
  • Every brand has a fear of becoming one
  • Getting into the meme territory can lead into a slippery slope
  • If you decide to participate and respond to memes then you have to play by the *rules*
  • Always be monitoring for memes

 

Handling criticism: #epigate

  • Did not engage with the negative posts – need to answer both positive and negative posts
  • No apologies were to be found in their posts – which would mean they did something wrong
  • Do not underestimate the power of social media to create a groundswell
  • Patients and parents were quick to forming online groups

 

Addressing the high cost of prescription drugs

 

  • As stated very nicely in the post *#bigpharma you are only sharing your perspective*
  • People do not trust your brand – use social media to build brand reputation and trust
  • Again no responses to negative or positive posts
  • Campaigns should be thought out and planned for possible responses or taking over hashtags