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11 ways to save time on your social media marketing

30 January 2014Miriam Shaviv

multi tasker No matter what size your business is, finding time for social media is hard.

If you run a small business single-handedly or with a limited team, there are many other priorities pressing on your time. If you are the head of comms or sales at a multinational – well, guess what, there are many other priorities pressing on your time, too, and you do not necessarily have the manpower either.

So how do you find those elusive hours? The first thing to realise is that not finding time is not an option. Social media is crucial to business development nowadays, and if it constantly gets pushed to the bottom of your priorities, your business is going to suffer.

8 tips for Pharma companies struggling with social media strategy

29 January 2014Danny Bermant

“We really need to make a start on social media, but have no real direction.”

“We have a social media programme, but it’s not accomplishing anything. We’re wasting our resources.”

If you work for, or head, a pharma company, those words may sound very familiar. According to Digital Futures 2014, an online survey of people working in the industry, the biggest digital challenge in pharma this year is formulating a clear strategy.

This is true for pharma as a whole – and also for individual companies. It’s not altogether surprising. Many are still at the very beginning of their social media journey (if that), and strategy is the very first thing you need to work out.

For pharma in particular, the challenges of entering the social media arena can be serious, and therefore many companies are still feeling their way very cautiously. For others (and this happens in all industries), social media is a box-ticking exercise rather than a well-thought out plan.

Should I advertise on YouTube?

28 January 2014Danny Bermant

video YouTube attracts a mammoth amount of traffic – in fact, more searches are made on YouTube than an all of Yahoo. And yet, companies do not think about it enough as a marketing platform.

Time to learn about Google’s AdWords for video programme! It allows companies to place video adverts on the site, leading back to their own website or YouTube page.

You can choose to have YouTube play your video before, during or after another, related clip – just like a traditional television advert. Alternatively, you can have it displayed on the YouTube site and on other sites that use Google ads, such as newspapers or private blogs.

Ladies, get on LinkedIn!

27 January 2014Miriam Shaviv

Open for business The good news for women on the recent Pew survey on social media use was that women dominate every single major social media channel – contrary to what you might think, they actually use social media more than men!

With one exception: LinkedIn. While 24% of male internet users say they use the site, only 19% of women do.

Is this because LinkedIn is business-oriented by definition, and thus perceived as ‘male territory’ – an extension of the workplace, which is still, at its upper echelons, often dominated by men? Or is there something about the way it’s built or used which is offputting to women? I’d love to hear your thoughts in the comments.

How to create a Facebook link-share

23 January 2014Miriam Shaviv

Yesterday, Facebook announced yet another tweak to its news feed algorithm. From now on, if you run a page promoting your business, text-only updates will be less likely to seen by your fans.

Additionally, when you share a link, priority will be given to “link share” posts.

What does that mean? This is going to be really important to get right, so let’s go through it.

One way to post a link to Facebook is simply to embed it in you status update, with no accompanying picture – and then leave it there. A typical post would look like this:

facebook post

Three pharmaceutical companies whose blogs rock

22 January 2014Danny Bermant

Roche It’s hard to write a great corporate blog if you’re in the pharmaceutical industry. There is so much you can’t say… So much of what’s going on in the industry is, well, not very interesting to outsiders…. And – let’s be honest – the inside gossip in your company isn’t going to gain much traction either.

So how can you still provide material that is of true value to your audience? Here are three examples of excellence!

Roche uses a blog to help with its recruitment, regularly running profiles of some of its employees from around the world. They get to talk about their jobs, their personal background, and their experiences working at Roche.
Not only do potential employees get an idea of the wide range of jobs that are available, the employees talk about the aspects of working there that really matter to them – and most importantly, the company is given a human face (many, actually!).

8 ways to get your posts seen on Facebook

20 January 2014Miriam Shaviv

like Over the past few weeks, we’ve seen a string of posts from businesses confessing that they have abandoned their Facebook pages, or are at least thinking about it.

Their rationale is that, thanks to changes in the way Facebook calculates what gets into your newsfeed, so little of their content is reaching their fans that Facebook is just not worth the effort any more (unless you are willing to pay).

So should your business follow suit?

Not necessarily.

Clearly, for some businesses this is the right decision. But we would urge you not to take such a drastic step until you are absolutely sure that Facebook can no longer work for you. Facebook remains the world’s largest social network, with unparalleled access to individual consumers and with extremely detailed data about them. This is not to be given up so easily!

Working without social media goals? You’re less likely to succeed

20 January 2014Miriam Shaviv

Business goals can be scary. They can stress you out because you are not successful until you have achieved them. They can impede your long-term growth, because once you’ve achieved your goals, you’re done. And they present an unfounded illusion that we have control over the future.

In fact, you would be better off if you didn’t set goals – but focused on doing the right kinds of things to grow your business, or for want of better terms your tactics or ‘system’, instead.

That, at least, is the theory put forward by Entrepreneur contributor James Clear, in a widely shared piece. It’s presented as a radical, exciting departure from conventional wisdom, but isn’t really. It’s a reflection of how too many businesses already regularly operate.

And it is also particularly a reflection of how too many businesses run their social media programmes. They blog, they tweet, they post on Facebook – but with no clear end in sight.

In a regulated industry? How to minimise risk on social media

15 January 2014Danny Bermant

“For highly regulated sectors like finance, social media can be a legal minefield”
– Hootsuite CEO Ryan Holmes, 2013

Of course, it’s not just finance. Companies in a range of regulated industries, such as pharma, have entered the social media playing field only with extreme care, aware falling foul of their regulator is only too easy.

Increasingly, though, it’s difficult even for the most conservative of companies to stay off social media, because clients expect you to be there and a social media presence has become the norm. Going on social media may carry a risk – but nowadays, so does staying off it.

So – if you are in a regulated industry and need to be on social media anyway, how do you minimise the risk?

Why is Pinterest still ‘fringe’ when it’s ‘more popular than Twitter’?

14 January 2014Miriam Shaviv

One of the most interesting facts to come out of the much-discussed Pew Research Center study on use of social media which was released last week is the sharp spike in Pinterest’s popularity. In fact it is now so popular that more Americans say they use it than Twitter, and it only just trails behind LinkedIn!

Yet when social media is discussed online and in the ‘mainstream media’, the ‘Big 4’ social media sites are always Facebook, Twitter, LinkedIn, and YouTube. Pinterest is still somehow regarded as fringe.

Why?

The benign explanation is that this is a case of ‘lies, damn lies and statistics’.

Yes, more respondents in this survey – American adults who use social media – say they use Pinterest, and that is how it was widely reported. But the fact remains that there are more than 500 million registered users of Twitter worldwide, and “only” 70 million of Pinterest.

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