February 4, 2009 5 Comments
I’ll have the opportunity next week to speak on a panel at the ePharma Summit in Philly, on the topic of social media in pharma.
In the 4 minutes allotted, my goal is to alert the audience (mainly pharma marketers) to the most crucial “cultural” aspects of the social media community as they consider any initiatives. What is the mindset, and what are the expectations of those who use social media?
I’ve tentatively thought of four, but since this is all about the community, I’d like to ask your help and input. What do you think are the most critical things for a marketer (coming from the healthcare space) to know ahead of time?
Here is my preliminary list, subject to revision depending on your input:
- Immediacy. For better or worse, this community thrives on “right now”.
- Participation. One-way messaging won’t cut it. Communications are multi-faceted, 2-way and multi-pronged.
- Long-term commitment. Don’t get in if you’re not going to participate over the long haul.
- Personality/authenticity. We can find impersonal message-driven communications anywhere. Here, we want a face and some reality.
As social media participants, what do you think? Are these the most important “intro” concepts, or can you suggest others? Feel free to give your input in the comments!