Social media, an ever-expanding online universe of tweets and blue ticks, connections and conversations, followers and fallouts. We are all well submerged into social media and there is no denying that it is unlikely to go away any time soon.
The Short History of Social Media
In tech terms and lighting speed evolution, social media can express historical progress to what we know it as today. Mostly starting out in university dorm-rooms and presenting itself as a forum for groups to connect online, social media still very much has this same initial vision just with a lot larger groups and a lot more options. In its simplest form, social media provides a platform for all users to search for, connect and engage with niche communities – users being businesses too.
The challenge is with the volume of information, the sheer size of possible audiences and the never-ending need to stay connected. How does a brand decide which platforms to use to connect with their required niche audiences of clients, customers and prospects?
A Guide to the Galaxy of Social Media
It is fair to say that in all this enormity, we can drill down on the top 5 social media platforms since these are the most well-known and, more importantly, most widely used. Just to disclaim that last statement, this is not to say that these big 5 will be forever. As mentioned earlier, social media is ever-expanding and there is no guarantee that it could evolve (within our lifetime) to something different, but with the same vision.
While immersed in our online safari, we typically see the big 5 as being Facebook, Twitter, Instagram, LinkedIn and YouTube. Let’s look at each of these in more detail in terms of their unique role in this ecosystem and typical behaviors:
The granddaddy of all social media platforms. Not quite first to market but definitely leveraging off all longevity tactics and currently with the biggest user base of 2 Billion active users worldwide. With one in three humans having an active Facebook account, the same ratio is seen in South Africa with 17 Million active users. People turn to Facebook as a way of keeping abreast of close-knit communities within this global village. Most users frequent the platform to see uploads and updates from their closest friends, family members and acquaintances.
Facebook is by far the most superior of all platforms in terms of its data capturing and targeting abilities meaning for brands there is really little to no wastage when serving content to your specific niche audience. The platform also offers the most innovative and flexible content options supporting a whole host of different ways to get your message across. Because of this extensive data and massive captivated audience, Facebook should always be considered as the primary platform for any business.
The estranged stepchild of social media has had a chance to be great and we suppose it is, in its own right. Twitter is widely used for news updates, current affairs and customer service. It can be overwhelming with the sheer volume of content and in some cases be quite a dark place to frequent however if for your business customer service is imperative then Twitter is a no brainer. Aggrieved customers are likely to turn to Twitter after frustratingly taking steps to have their concerns addressed and resolved. They do this because of the volume and quick fire response that the platform enables. With the average lifespan of a tweet being 15 minutes, these updates are also the internet tinder that could catch a crisis a send a bush fire expanding out to the rest of the big 5.
Twitter users pride themselves in the news to Twitter first landscape of the platform where most of the others only catch on to newsworthy topics a few hours or even days later. It is not all doom and gloom since the internet tinder can also spread good, like seeds sprayed from a low flying plane to replenish a scorched earth. Live event coverage, influencers and listening campaigns provide opportunities for brands to inform, engage and delight their customers through Twitter. It is a balancing act for businesses, however integrity and transparency are key in keeping out of the Twitter CSI spotlight.
This platform can be likened to the darling of all platforms with its lustrous flow of never ending Rapunzel-like timelines, dotted with gorgeous sunsets, sublime cuisine and equally stunning influential personalities. Its captured the hearts and cameras of the younger generation and we are keen to see what this platform could evolve and grow up to become. For businesses, it’s a little trickier… Facebook bought out Instagram recently, meaning the same rich data which Facebook holds, is the same for Instagram users.
The challenge here is that the platform relies solely on visual impact where the promotional qualities of the platform really only enable brands to gain post likes and comments. The best news in all of this is that through Facebook, brands are able to promote content onto Instagram without having a set up or active page on the platform. We wouldn’t consider it the go-to social media platform in all industries unless lawyers and accountants can figure out extremely creative ways of presenting their legal cases and balance sheets in photo format. There are however creative ways of expressing a brand on Instagram that could still drive user engagement.
The boss of social media, LinkedIn of late is really stepping up and coming to the party. Their platform was traditionally stuffed into a recruiter paradise where users knew the relevance of having a LinkedIn profile, but only checked into the platform when they happened upon a connection request. In the last six months or so and with the platform’s buy-out by Microsoft, LinkedIn has rapidly started to introduce additional functionality and is definitely the platform to watch. Now, users are likely to peruse LinkedIn for insightful business anecdotes and opinions by their connections. They see this platform as a place that levels the playing field of the hierarchal traditional business structure; now anyone can connect with any CEO of any multi-national and/or blue-chip business – this is power!
Personal brands are becoming more and more required on LinkedIn where now everyone is considering the professionalism of their online persona. For businesses, we are still waiting for equally innovative functionality and targeting abilities like Facebook, but for now if you operate in the B2B space, LinkedIn is a must! That is not to say that B2C businesses and brands should turn their nose up at LinkedIn because relevant messaging could still find its way to those consumers, especially since aren’t we all consumers anyway?
The wise advisor and also Mr Rabbit from Alice in Wonderland, YouTube takes on multiple personalities dependent on what trip the user is after. Effectively a relevant platform to consider with SEO as when users Google a question, they are expecting an answer; where relevant, YouTube could provide a quick and easy-to-follow how to user guide – if this is relevant to your business and/or industry. Being only video content, YouTube can be seen as the big brother to Instagram where users can delve into a long and drawn out rabbit hole in collecting information. It is fair to say, however, that the content does not need to be anything ground breaking or earth shattering on YouTube since there are viral anomalies that pop up all the time. Who knew Justin Bieber got famous out of a YouTube video?
For businesses, YouTube is a great library platform to host informative content and, if necessary, your TV commercials for stakeholder reference. It is important to state at this late stage that snap judgements are hard and cruel on social media and brands should always consider the quality of the content being produced and posted. Video of course comes with a higher price tag, but when done properly can prove fruitful returns for a brand.
Choosing the right platforms for a business can be equally easy and difficult, however it really comes down to knowing your customers. Effectively the same person is on all of these platforms, however they look to each platform to fulfil a different need. It’s the brand’s responsibility to realise that social media provides a platform to speak to the right person, with the right message at the right time. Content is king, context is queen and value reigns above all. In this space quality far outweighs quantity, so when considering your social media strategy, choose platforms where you are confident in delivering quality content consistently to customers as opposed to just posting, everywhere, for the sake of it.
As a social media consultancy, Social Media 101 are skilled in guiding our clients to choosing the right platforms. We are solution minded and driven by results meaning if you win, we win too. Should you wish to talk more on social media and delve deeper into these platforms and how they could work for your business, feel free to reach out.
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.