Browse Tag

social media team

role of social media analyst in #bigpharma organization

By Josephine Borrillo
/
Sep 25, 2018
/
post

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

role of social media strategist in #bigpharma organization

By Josephine Borrillo
/
Sep 18, 2018
/
post

Social media is no longer considered an add-on. For a lot of companies, it is a critical component of the traditional marketing mix. #Bigpharma needs to view that social media and social media team are strategic for company success. Today I want to focus on the social media strategist, a new role for #bigpharma.

Who is the social media strategist?

Social media strategist designs the strategy that will help achieve company goals
Social media strategist is empowered to innovate
Social media strategist lays out the social media roadmap for the future
Social media strategist is aware of current trends on the social media platforms

How are social media strategists different from social media managers?

Social media strategists play a role where decisions are made at the strategic level on various platforms
Social media strategists ensure that content direction is in line with overall goals and strategy
Social media strategists have more of a strategic role rather than a tactical one

What is the social media strategist responsible for?

Leading and formalizing the social media strategic plan
Working together with other departments, teams, internal stakeholders to develop a social media strategy
Reviewing analytics with the social media analyst
Understanding how the brand is performing online
Monitoring competitors and social media trends

Is #bigpharma prepared to have a social media strategist?

Unfortunately much is delegated to agencies
Few people within #bigpharma actually and exclusively are dedicated to social media
There are rarely (if none) social media teams in place

What should #bigpharma look ahead to?

Social media strategists should be part of a social media team and aligned with all other departments and teams
Social media must become a core competency of the company and not just an add-on
You must have in place a social media strategy or roadmap
Start building a social media expertise in-house

role of social media manager in #bigpharma organization

By Josephine Borrillo
/
Sep 09, 2018
/
post

If you search the internet you will find so many different *types* of social media managers. It basically comes down to the size of your organization. In a smaller organization, a social media manager can take on a more encompassing role, for example, a strategist, a content manager, an analyst etc. In a larger organization such as #bigpharma, there is a growing division of positions and the social media manager is part of a larger social media team.

Who is the social media manager?

Social media manager defines, creates and executes social media strategies
Social media manager manages social media relations both internally with other departments or teams 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
Curates content and creates a content calendar in alignment with strategy

How are social media managers different from community managers?

Community managers are responsible for community building and engagement
Community managers are more of an *operative role*
Have more of a *one on one* contact with an online audience
Reply to comments and messages in less than 24 hrs

How are social media managers different from social media strategists?

Social media strategists play a role where decisions are made at the strategic level on various platforms
Social media strategists identify which key influencers they should target, for example, SWOT analysis
Social media strategists ensure that content direction is in line with overall goals and strategy
Social media strategists have more of a strategic role rather than a tactical one

How are social media managers different from social media heads?

Social media heads are responsible for strategy, management and leading a team to execute integrated social campaigns across all platforms
Social media heads report to C-suite or executive team to ensure a response within less than 24 hrs., for example in the case of an online crisis management
Social media head must be on board on all new social media platforms, tools, news, and trends and ensure that the social media team is one step ahead on how to implement something new

What are some of the qualitative skill sets to look for in a social media manager?

Understands traditional marketing
Understands the business sector of the #bigpharma industry
Is up to date on social media platforms
Understands the dynamics of social media
Understands the importance of customer service on social media
Understands the needs to rapidly respond online
Understands the importance of online engagement and community building
Understands a potentially negative or crisis situation

role of community manager in #bigpharma organization

By Josephine Borrillo
/
Sep 04, 2018
/
post

Online platforms and social media has allowed everyone to express themselves. Listening to what people are saying online and acquiring this knowledge has become an important role for the community manager. But where should this community manager sit within a #bigpharma organization?

What is a community manager?

Is essentially the link between the brand and the online audience
Is the liaison between community and organization or brand
Community manager engages with the online community
Community manager builds online relationships

What are some of the benefits of a community manager?

Greatest benefit of community manager is a transfer of knowledge from the online community to within the company
Community manager knows what people are saying about the brand online
Community manager is key to building trust online
Community manager knows how to build an online community or following
Community manager can gauge the online sentiment

What are some of the challenges for a community manager?

Monitoring the thousands of comments or posts online expressing different opinions
Community manager needs to know how to handle information properly
There needs to be in place a process to manage the transfer of information
Distinguish what is important and what is not important online
Develop a structured reply that reflects the organization across different platforms in the same manner

What does the role of a community manager look like in the process of transferring information from the online communities into knowledge?

Distinguishing what information is helpful for the organization
Having in place a process that is efficient and fast
Having in place an access to senior management for rapid responses
Elaborate daily or weekly short reports of what is going on, along with a sentiment report of positive and negative comments
Play a lead role in defining or refining of social media strategy

So where does a community manager sit within a #bigpharma organization?

Each company is different – there is no one size fits all
Should ask yourself what role does social media have within the organization
- Is it about customer service? in some companies customer service had become the new marketing
- Is it about marketing? Is it part of the greater marketing plan
- Is it about communications? company/brand corporate broadcasting
My answer is, today it is all about the customer and #bigpharma should have in place a social media team or department (post, post, post) that consists of the following:
- Social media manager
- Social media community manager
- Social media strategist
- Social media analyst
- Head of social media