Social Tips For Regulated Industries

March 3, 2014

Social Media platforms and applications continue to grow among the companies of regulated industries. Some, like Sanofi and Glaxo Smith Kline understand the benefits of customer engagement while not overselling to their customers. And as the ranks of the insured continues to grow, the insurance business is learning how a well defined social strategy can be an effective communication tool. One sees acceptance and incorporation among the banking and legal industries, as well.

Recommendations I made to clients include

1. Take your time and don’t assume that you need to have an immediate social presence. It will need to be well thought out and defined – what do you want to accomplish? promotion?, thought leadership?, sales?, client communication? Agree on your goals and remember social media is just one brick in your marketing wall and should be incorporated as such.

2. Remove any platforms that are not being kept current. I once had a client with 3 company Facebook pages, only one of which was being maintained, while the other two had unknown passwords. Content needs to stay fresh, or visitors won’t come back.

3. Social media is an excellent listening tool and should be incorporated as such. This is the first rule I stress when dealing with non-believers. The basics of Google Alerts and Twitter can be helpful in “hearing” what is being said about ones company, competition and marketplace and clients. Beginners should not worry about interacting and engaging just yet.

4. If it hasn’t been done already, educate your staff (including freelancers) with an easily understood corporate social media policy. It seems that every week there is a new example of employees speaking improperly about their company, industry and clients. Most people post, pin and tweet casually, outside of work. Opinions expressed in posts, photos and dialogues, proper or improperly, come easy in an informal environment. At work an employee needs to understand the formalities of expressing oneself online. A well defined corporate social policy should remind staff that they represent their employers 24/7.

Finally, don’t let all the buzz about social media overwhelm you. Yes, new applications appear at a dizzying rate, while the established ones continue to add new features. With some internal “social media ambassadors” or a good consultant, you will stay current and continue to adapt.


Does Pharma Mix With Social Media?

October 29, 2010

There’s a great piece in the current Marketing: Health blog, which asks the very legitimate question ‘Do Patients Want Pharma Involved In Social Media?’ It makes a particularly convincing point when it says that people don’t participate in social networks to “engage with brands” and that the scrutiny that pharma industry faces is particularly heightened when compared to others. Read the rest of this entry »

When Pharma Does Social Media Right

July 22, 2010

Pharma giant, Roche should be commended for creating a ‘Social Media Summit for Diabetes’. By embracing the diabetes community and giving them an outlet for information and interaction, they have made a genuine effort to communicate to patients on a one-on-one basis. Read the rest of this entry »

When Pharma Betrays Social Media, It Betrays Consumers

July 22, 2010

Although not nearly as serious as dealing with people’s lives, the recent cover-up controversy surrounding drug manufacturer, GlaxoSmithKline (GSK) and their diabetes drug, Avandia, has also betrayed the company’s social media intentions. Read the rest of this entry »