“Social media experts” are a dime a dozen these days, and as a socially savvy professional, it’s always entertaining to see blog posts, tips and guidelines from the self-proclaimed mavens of social marketing.
Unfortunately, I took no pleasure in reading the FDA’s newest regulations on social media usage, which dictates the manner in which pharmaceutical companies can address fans’ questions across platforms, and now features a section on “emerging electronic media.” Really, it’s quite titillating. I knew as soon as I saw the title:
YAWN.
Apart from the fact that these new regulations basically say not to post anything on social media that isn’t already on a medication’s label and they STILL required additional graphics for users to interpret and implement them, my beef with the whole situation is that to effectively use a social media platform for brand marketing, a brand must be social.
Beyond the FDA’s staunch approach, brands, both global and local, often develop social media presences that are anything but social. A Facebook page or Twitter feed is not just another spot to post your TV commercials or press releases. There will be people there – customers, critics – who will have questions and comments, and you better have some answers when they show up.
That’s not to say that social media should always be purposed as an avenue for customer service, although that generally comes with the territory. Rather, this type of marketing is about creating a voice for the brand. It’s the instant, go-to source for current information regarding products, future developments and ongoing processes. With the mobile revolution, it’s also a channel to reach consumers extremely close to the cash register. Take advantage.
This must also extend beyond profiles. Social media is about interacting with the brand – not a brand’s Facebook, Twitter, Google+ or Pinterest account. If you’re going to do it, go for the entire package. Incorporate interactivity into websites, news releases and other elements of communication to allow visitors and fans to bring these things into the online conversation. Lovemarks are no longer cultivated solely at home, but require a complete experience in-store, at-home and online to maintain brand loyalty.
Big brands have been copy-catting for years to remain competitive, so it’s natural that consumers found social media to be another indicator of quality. And with sales riding on these efforts, a social media plan should not be executed without thorough planning and consideration, nor without a community manager who knows the brand’s ins and outs.
As for pharma companies, don’t be surprised when those it’s-been-longer-than-four-hours tweets start rolling in and followers aren’t satisfied with, “call your doctor.”
