The media landscape is changing very rapidly. According to Pew Research Center: “as of August 2017, two-thirds 67% (up from 62% in 2016) of Americans report that they get at least some of their news on social media”. So this means that news is spreading faster and people are consuming news digitally each day. How does this change impact #bigpharma?
— AACo (@AZCounties) April 24, 2018
How is social media disrupting the traditional news channels?
- Social media is the place to find breaking news
- Social media is where people turn to first to get news
- People now search for what is *trending* on social media
- We have a president that likes to communicate via Twitter
- Social media has greater reach
Why are people turning to social media platforms for news first?
- Easy access to news
- Can access from any device
- Easier to engage on social media platforms
- Easier to start a conversation on social media platforms
- Easier to express opinions on social media platforms
- Citizens are becoming journalists -that is citizens are becoming active players in collecting and reporting news
So what does this mean for #bigpharma?
- News cycle is now 24/7
- Need to be monitoring and responding within 24 hrs. on social media platforms
- Less traditional channels (social media platforms) will need more investing (financial and headcount)
- Need to be listening and communicating via new channels
How can #bigpharma manage the 24/7 news cycle?
- Have social media monitoring team in place
- Establish roles and responsibilities – including the C-Suite
- Make sure to have a crisis communication plan in place
- Be ready to respond the minute you find yourself in the news – it is unacceptable to be silent
- Plan as much as you can to be ahead of the news cycle
- Stay in control of the message
Should #bigpharma be investing more in social media platforms and getting news across than traditional advertising?