Browse Tag

social media & society

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

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 set themselves apart on social media

Everyone is competing for an audience and share of voice on social media platforms. So how can #bigpharma set themselves apart on social media? Broadcasting messages and touting products don’t always work with social media. There is a need to let go of the old and look for opportunities in the new wave of engagement.

Develop a unique voice

  • Every company has a unique culture, therefore, make your message your own
  • Stop broadcasting messages and be creative with your content
  • Get your employees on board – they speak the voice of your company

Your audience is your social currency

  • Speak in a way that your audience can connect with you
  • Pay attention to the language they use
  • Make sure your social media posts fit the voice of your audience
  • Involve your audience, ask them for input

Be authentic

  • Honesty is the number one trait people want to see online
  • People trust people
  • Be informative and helpful
  • Be witty & funny
  • Be relevant

Select the right social networks

  • Know where your audience is
  • Know how the audience use their social channels

Engage, engage, engage