LaVoieHealthScience joined communications pros from around the world at the IPREX Global Leadership Conference and discussed – in person – how to help our clients with digital content and social media. The top 3 social media outlets are: Linked In, Twitter and Facebook. If you’re not using them, you may want to reconsider. Here’s how:
Get started. Start by thinking about your target audience: What are management’s priorities and who are they trying to reach? Investors, advocacy organizations, customers, media, potential and existing partners as well as the general public. Today’s world is built by fostering relationships with these target audiences, and social media can help your organization communicate with these target audiences. Also, don’t forget to check out what your competitors are doing.
Think about each audience and what they would like to hear from you. Asking and listening are much more important than talking. Investors want to hear about how your development projects are coming along, what your plans are to raise more capital and whether you will meet your financial projections. Advocacy organizations want to hear about what you are doing to support their cause and lend your expertise to further develop visibility in that particular disease area. Customers want updates and more information about the product or technology they are buying. Existing partners want to hear about how the product they are involved with is progressing. Potential partners want to know about complementary expertise in their specific disease areas. The general public wants to know how your advancements are changing the world in your particular disease area.
How can you achieve your communication goals through social media? Let’s consider your target audiences and what you can send their way that would address their needs. Investors might like to hear about a milestone or quarterly financial results. Advocacy organizations might want to hear about the scientific paper you are presenting at an upcoming medical/scientific meeting. Customers might like to hear about new enhancements to an existing product although you need to keep in mind the FDA Best Practices for Internet and Social Media Promotion. Check out our FDA Best Practices for Internet and Social Media Promotion, Part 1 and Part 2. Existing and potential partners might like any updates about the organization and/or its products. The general public might like to know about any medical and scientific meetings where you are presenting and any advances you are making in a particular disease area.
How can you measure your success? It is not about quantity. It is about quality. Are you addressing your target audiences’ needs? Use Google Analytics (because it’s free) to figure out whether you reached your social media goals and try to link new trends back to your social media outreach.
Digital is an essential part of everything we do today. Take advantage of this opportunity by building a relationship with your target audience through social media today!