Josephine Borrillo LLC

Pharmaceutical social media strategist

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role of social media analyst in #bigpharma organization

  • By Josephine Borrillo
  • /
  • Sep 25, 2018
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Social media efforts should always be tracked, monitored and analyzed. This is the role of the social media analyst within #bigpharma and within the social media team. The social media analyst lives and breathes data.

Who is the social media analyst?

  • Social media analyst collects social media data and shares useful information within #bigpharma
  • Social media analyst lives and breathes social media data

What is the difference between a social media manager and social media analyst?

  • Social media manager manages social media relations
  • Social media manager manages social media relations externally for example influencers, bloggers and outreach programs
  • Social media manager is involved in the larger scope of social media decisions
  • Social media analyst takes social media data and makes it understandable for the rest of the organization

Which metrics do social media analysts track?

  • Audience  – size and type
  • Reach and engagement
  • Community engagement
  • Sentiment analysis
  • Content analysis
  • Traffic
  • Benchmarking competitors
  • Tracking campaigns or products

Which tools are used by social media analysts?

  • Platform analytics
  • Management tool analytics – tools for social media management
  • Standalone analytics – social media measurement tools
  • Social media analytics software
  • Third party analytics tools

What should be included in the social media report, produced by the social media analyst?

  • What are you trying to show
  • What questions are you trying to answer
  • Which metrics did you choose and give a reason why and how they helped to answer your questions
  • What was your timeframe – weekly, monthly, duration of the campaign and make sure to include benchmarks
  • Forget the vanity metrics

Tags: cross functional social media team, social media analyst, social media team

Josephine Borrillo

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About Me

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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