The reality is that people don’t unfollow brands who don’t post. They unfollow brands who post too much.
If you were to post three social media updates per day, across three platforms, that’s nine posts per day. That makes 63 posts a week (including weekends) and a staggering 270 individual social media posts every month. Keep in mind that ideally all of these should be well-thought-out valuable pieces; is there even that many things to say in a month? There are exceptions in the case of media houses or publicists where it is part of their brand mandate to provide ongoing, updated news and content. Oh and of course influencers who mostly document their daily lives.
The key focus is value. Quality over quantity, meaning less really is more. It is realistically impractical for brands to post this amount of social media content when considering the cost implication of designing, uploading and promoting all of these posts. Time is money and putting out such a vast amount of content requires a lot of resources that most businesses don’t have access to. Ideally, we are all about getting as much bang for your buck by being razor focused with the content in making sure that every post is contributing toward driving strategic business value. Content should be designed to align with over-arching marketing strategies and business objectives while also not spreading the brand too thin by trying to be everything to everyone on every platform. Decide on key messaging and then direct these posts through the channels where your customers are more likely to be and where they prefer to engage with your brand. Social media at the end of the day is about the user, not about the brand – think about how you use the platforms.
We have proven success with as little as 2 posts per month for some of the brands we work with. If you find yourself being overwhelmed with working out what to post next on social media, reach out to us and let us support you with a best fit strategy.
Potential Risks In Pharma Social media Marketing
- Adverse Events Reporting: One of the most significant concerns for pharma companies on social media is the potential reporting or discussion of adverse events related to their products. These can range from mild side effects to severe medical reactions.
- Misinformation and Misinterpretation: The real-time nature of social media means information – or misinformation – can spread rapidly. Misinterpreted data, incorrect usage details, or misguided advice can have serious implications.
- Regulatory Compliance: Pharma brands operate under stringent regulations. Ensuring that every piece of content, interaction, or campaign aligns with regulatory guidelines is crucial.
- Brand Reputation: Negative feedback, public complaints, or controversies can escalate quickly on social platforms, potentially tarnishing a brand’s image.
Actionable Strategies For Risk Mitigation
- Comprehensive Social Media Policy: Establish a robust social media policy that all employees are familiar with. This policy should define permissible content, response protocols, and escalation procedures for issues like adverse event reporting.
- Active Community Management: Maintain an active presence on your social media profiles. Quick, appropriate responses to comments or messages can prevent misunderstandings from escalating.
- Regular Training: Regularly train your social media and customer support teams on the latest regulations, brand guidelines, and adverse event reporting procedures.
- Monitoring Tools: Implement social listening tools that alert you whenever your brand or products are mentioned. This enables you to respond swiftly to potential issues.
- Clear Communication Channels: Ensure there’s a clear line of communication between your social media team and medical or regulatory experts within the company.
Community Management Best Practices
- Pre-approved Content Library: Maintain a library of pre-approved responses for common queries, comments, or situations. This ensures that your team provides accurate and compliant information consistently.
- Rapid Escalation Protocols: In case of an adverse event report or a serious complaint, have a defined protocol for rapidly escalating the issue to the relevant department.
- Periodic Review: Conduct regular reviews of your social media interactions to identify potential areas of improvement or recurrent issues.
- Engage, Don’t Ignore: Engaging with comments, whether positive or negative, demonstrates that your brand values feedback and is committed to patient safety and satisfaction.
- Patient Privacy: Always prioritize patient privacy. Move detailed discussions, especially those involving personal health details, to private channels like direct messages.
If you’re keen to elevate your social media presence while ensuring robust risk mitigation, our experts at Social Media 101 are here to guide you every step of the way. Get in touch today for tailored solutions and strategies that align with your brand’s vision.