Hi gang – Sorry for the light posting schedule. Truth is, I haven’t been at my desk for more than 2 days straight since the beginning of 2011, which puts a crimp in my creativity. I’ve got PLENTY of ideas but not enough time to suss ‘em out enough for the blog. Yet.
Meanwhile, I really dig this guest post, authored by my colleague Chris Iafolla, who also writes the blog PRforPharma, which focuses on the unique challenges faced by pharmaceutical companies when diving into social media. Chris’s concepts for Content Curation could readily be applied to ANY type of company still wrestling with Social Media engagement strategy.
“Content is king.” “It’s all about the content.” “All good social media efforts start and stop with good content.” No matter what tired, overused cliché you use, the prevailing thought is that without creating killer content, your social media efforts are doomed.
It’s a valid line of thought; content is the currency of social media. At the same time, content is one of the most challenging and time-consuming aspects of an engagement. The burden of producing consistently good content is enough to halt social media efforts before they ever get off the ground.
For a pharmaceutical company, the content burden is even more pronounced. Not only do pharmaceutical companies face the same demands on content frequency, but they also have the added pressure of dealing with strict FDA regulations. This not only limits what healthcare companies are able to say via social media, but also how compelling the content winds up being by the time it’s stripped down to comply with existing regulations. It’s not an impossible task, but it adds a layer of complexity not faced in all industries.
In highly regulated industries such as pharmaceuticals or financial services, is there a role for a “content curator” as opposed to a content creator? Is it possible to add value, build relationships and stay engaged if your company is not responsible for churning out content?
Absolutely. If your social media engagement is stuck on the content creation planning—change your plan. Your company can still add value as a content curator. In the pharmaceutical industry, patients crave reliable information that helps them manage their health and feel a sense of community. Healthcare companies can achieve both objectives without ever penning a single blog.
When it comes to health, pharmaceutical companies have added authority. The patient population would welcome their help in identifying content that a credible expert deems reliable.
Did a recent article on managing diabetes appear that offers useful insight? Retweet it. Come across a video on YouTube on how families with a cancer-stricken loved one can best provide support? Share the link. Read a blog post that offers fresh advice on how to safely lose weight? Comment on it, and share it. The patient population will recognize your efforts to sift through the noise and identify factual content, backed by your authority as a respected pharma brand.
Being part of a community does not just mean churning out content. Healthcare companies can engage with patients and identify useful content put out by other reliable sources. Is it a perfect social media engagement? No. But in a space that is beholden to regulations, like Pharma, it’s a step on the path to a full social media engagement strategy. So what are you waiting for? Go move some content!
Posted on: January 25, 2011 at 1:12 pm By Todd Defren