Browse Tag

two way conversation

#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 needs to move content to a conversation

In a previous post, I wrote about how social media platforms were born to be social. Across the years #bigpharma has been using social media to place traditional advertising ads and to drive traffic to their websites. So how can #bigpharma move away from this behavior and create content that can lead to a conversation?

Why is content leading to conversation important for #bigpharma?

  • Remember this rule – 80% value 20% self-serving
  • It makes you more human – people trust people
  • Shows you are not just a cold organization

#Bigpharma needs to develop an online personality, why?

  • Demonstrates your company culture
  • Need to get away from advertising ads and show your human side

What can #bigpharma gain by conversing online?

  • Positive or negative you need to listen and learn what people are saying about you
  • Helps you to take action and becomes part of your strategic plan
  • Gives you the ability to respond to the needs and concerns of your customer

How can #bigpharma do this?

  • Share posts even if they are not yours
  • Join in existing conversation – Tweet chats for example
  • Respond to comments
  • Answer complaints
  • Answer questions
  • Don’t be silent – it will not go away
  • Remember 24/7 news cycle – don’t wait a week for responses
  • Use live streaming video – FaceBook live is awesome for this
  • Be consistent – don’t go in the dark
  • Do not dominate the conversation

How does this impact #bigpharma and its internal organization?

  • In 24/7 news cycle #bigpharma needs to have a corresponding internal structure in place – market environments calls for internal adaptation
  • Communication hierarchy needs to be reduced so that information is delivered rapidly and correctly
  • Social media group/teams should be allowed to have a priority channel to the C-Suite for rapid responses
  • Reduce department silos in order to create a greater network and exchange of information and create better working relationships