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.


Social Media Tips For Job Hunting Graduates

October 22, 2012

Membership in the major Social Networking sites continue to grow — Facebook (one billion active users worldwide), Twitter (over 500 million) LinkedIn (180 million). Looking at the range of some of its business uses – sales and marketing, customer service, thought leadership. one sees its enormous potentials.

Most recently, I have been reviewing the values of social media as a job searching tool for graduating college students. Although this list is incomplete, here are some ideas on the subject.

Read the rest of this entry »

How Health Insurance Can Use Social Media

July 6, 2011

Everyday, more medical insurance companies are begrudgingly beginning to integrate social media as elements of their marketing strategies. This probably would not be happening but for the fact that for years, many of their members have been using online communities and blogs to discuss healthcare issues. Some suggestions for the uninitiated:

1. As smartphones continue to proliferate and people have the ability to carry more information in their pockets than ever before, health insurance companies have an opportunity to create two distinct mobile apps. One, to give customers easy access to claims, plan details, network providers, drug prices, etc. and the other to provide lifestyle information on diet, exercise and healthy living. Read the rest of this entry »

Social Media and the Supermarket

March 27, 2011

With their own established customer communities, who more likely than not shop at the same location on a regular basis, supermarkets are naturals for utilizing social media as a marketing and sales tool. Some thoughts… Read the rest of this entry »

Ain’t It The Truth

September 15, 2010

Social Media Effects Film Profits

June 11, 2010

Interesting ‘Hollywood Reporter’ piece debates the need of high motion picture marketing costs, when compared to profits.

Although a strong case is made for the importance of promotion, particularly on the opening weekend of a major release, the speed of word of mouth from platforms like Twitter and Facebook, are grossly underestimated in their effect on the selections of filmgoers.

Isn’t social media one of the reasons that we’re seeing the extinction of “professional” film critics?

Client Assumptions Regarding Social Media

April 23, 2010

As a social media strategy consultant I speak to a variety of clients, all interested in developing effective strategies for their businesses. Unfortunately, many have their own preconceptions about the practice – how SM should function and who should manage it for their companies. Some of the patterns I have noticed recently, include: Read the rest of this entry »