社交网络潮流：不必守口如瓶There’s no need to be tight-lipped.pptVIP

* * * * * * * * * * * * * * * * * * * * * * * * * * * * There’s no need to be tight-lipped:Making the case for pharmaceutical brands to interact on FacebookPrepared by:Stacy LukasavitzSocial Media Strategist7.12.10 Facebook – what’s the point? “Giving people the power to share and make the world more open and connected.” Brands get it. They know they should be here. Some brands don’t entirely get it. They don’t allow users to comment on their content. They don’t allow users to share their content. They don’t allow users to “like” their content. Many of these brands are in the OTC pharmaceutical industry. They are afraid. They’re on Facebook, but . . . All about E.V.E. Expected Visitor Experience (Not this one) Expected Visitor Experience When people visit your page, they expect to be able to: Comment on your content “Like” your content Share your content …in short: ENGAGE WITH YOUR BRAND. Expected Visitor Experience Primary goals for having a Facebook page: increase customer engagement boost brand loyalty spur word-of-mouth among brand advocates. If you don’t play by Facebook users’ rules, you will have a hard time doing any of these things. Main fears of allowing comments Some brands have contacted Facebook and had them disable commenting on content all together. Why? Main fears of allowing comments Negative feedback Complaints of adverse events Negative feedback If someone is going to say something negative about your brand or product, they’re already saying it elsewhere. “What if somebody says something bad about my brand/product?” Adverse events As of July 2010, there is still no FDA guideline or regulation that specifically covers the content of online discussion in a way that is different from reporting AE information derived from any other source. Current FDA guidelines give four parameters for submitting information about adverse experiences. The pharmaceutical company should have knowledge of: an identifiable patien