Pharmaceutical companies need to start considering, if they have not already, to adding social media managers to their hiring portfolio.
1: do you need new skill sets for media management today?
Yes! Social media has become and will continue to be a important channel of communication. It is no longer a “nice to have” or a on the side activity. Pharma companies work in highly regulated environment but they still need to sharpen their skills in social media management.
2: in house or outsource?
There are slight differences, but in the end you need a social media manager, in house or outsource does not really matter. In house always means you start to build and acquire expertise within the organization. Outsourcing, on the other hand, you are relying on agencies which are probably managing other accounts at the same time and cannot dedicate 100% of their time.
3: full time job or just an add on to other job responsibilities?
The bottom line is social media management is a full time responsibility. What you must look for however is to have one sole person responsible. This cannot be a role added to an already existing role and that will get pushed to the bottom of the priority list because some other urgent matter comes up.
4: where should it sit?
I covered this point in a previous post. In my opinion there needs to be a team that is solely dedicated to social media and that hold the right social media skills. There needs to be collaboration and interaction with other functions, such as sales and marketing and regulatory or safety divisions.
5: what are some of the skill sets to look for when hiring a social media manager?
Here is a list of what I would look for:
- Social media presence and are they engaged on social media
- Knowing the difference among the social media platforms are they staying up to date on platform updates & management
- Social customer service, if asked a question or receive a comment you need to know how to respond and respond preferably within an 1 hour
- Content curation: managing what content you have in house and where, when and how to share
- Community management: this is all about understanding your online community, responding and interacting with your audience
- Creativity: no more boring press releases you need to get creative with content to attract and engage
- Analytics: analyze posting habits; content that is interesting; engagement; monitoring what is being said about your brand; trending topics
- Relationship building: how do you go about building your community and keeping them engaged