Josephine Borrillo LLC

Pharmaceutical social media strategist

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#bigpharma needs to break those internal silos

  • By Josephine Borrillo
  • /
  • Jul 25, 2018
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In order for #bigpharma to have a successful social media strategy, you must break the internal silos.

Why?

  • Social media reflects your brand and the entire organization, not one department
  • Different skill sets and efforts are required in social media
  • A flow of information and communication among departments is mandatory
  • External audience interests go above and beyond individual department interests
  • Consumer interacts with your brand across multiple channels and expects a consistent, unified experience

What are some of the hurdles for #bigpharma to overcome?

  • Getting rid of *who owns what* mentality
  • Multiple accounts on FB, Twitter shows your siloed structure
  • Not responding immediately to online questions, comments or posts
  • Siloed social media content makes it impossible to provide consistent messaging
  • #Bigpharma is still relying heavily on external agencies
  • Most social media strategies fail because of internal problems

How should #bigpharma organize for social media?

  • Fight silo thinking – think as one company
  • Have clear processes and structure in place
  • Involve all departments on social media (in other words not owned by one department)
  • Speak with one voice to your external audience
  • Your external customer/audience is a priority

What does a social media structure look like?

  • Have in place a social media expert team
  • It is about coordination, exchange of learning and understanding what works and rapid response
  • A must is an access to senior management, for quick responses
  • Seek people with different talents – social media managers (expert in social media), social media strategists (establishes the strategy), community manager (connects to the outside world)
  • Outsource as little as possible – build your own internal team and know how within the company

How to deal with company culture?

  • If you are still trying to sell social media within the company your company is very far behind
  • Embrace the opportunities of social media and how it can enhance changes within an organization
  • Embrace social media as a core competency
  • C-Suite leaders need to have as a requirement social media competencies
  • C-suite management need to be asking also: How is our content performing? Are we responding and engaging online? What is our audience saying about us?

Tags: business model, company culture, cross functional social media team

Josephine Borrillo

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About Me
Exploring and understanding how #bigpharma can innovate and build authentic relationships in the social media space. I decided to leave the corporate world and pursue my passion for social media. I write articles and Tweet about pharmaceutical companies and their use of social media. I am based in Buffalo, NY.

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