In their book LikeWare: The Weaponization of Social Media and in their interview P.W Singer and Emerson T. Brooking talk about planned authenticity. What is planned authenticity? Is it something that #pharma can learn from? If yes, then how can they use it?
Definition of planned authenticity?
- According to P.W. Singer and Emerson T. Brooking authors of LikeWare: The Weaponization of Social Media: planned authenticity is personally engaging with followers, fans, or audience but doing it in a manner that the world is watching with the double goal of 1) mass scale broadcast and 2) creating an immediate one on one
- It is about being real online
Who using planned authenticity?
- Taylor Swift
- She isn’t fake, she harnesses the power of online authenticity
- She scrolls through her IG feed learning about the lives of fans and tapping into meaningful comments
- She even coined her hashtag #Taylurking
- Comments from Swift are real: driver’s license, breaking up with boyfriend
How does it work?
- Need to understand your audience
- Need to listening to your audience and what they are talking about online
- Need to engage with your audience
Would it work for #pharma?
- People (employees) make up the #pharma organization
- Employees are real people that can engage with people online
- Employee advocacy #pharma’s biggest asset encourage them to connect with people online
What can #pharma learn from this?
- Are your messages really having an impact and creating connections with your audience
- People want to connect with people that are authentic and real
- Online audience can spot content, people and brands that are not authentic
