which are aligned with your target audiences. Appoint a dedicated person in your team to manage your social media or outsource this work to a specialist.
Ensure that your content offers real value to your customers rather than just promoting your achievements and activities. Think about the content your customers will want to read. Would they be interested in information on new medical devices, emerging developments in the vaccine markets or research funding?
Build a loyal and engaged following. Don’t just post every day for two weeks and then disappear for three months. Companies that post weekly on LinkedIn see a 2x higher engagement rate1. Test out posting at different times – and track the results.
Aid discoverability and increase your reach – this is essential on Twitter and Instagram. Use a combination of popular hashtags (such as #pharma and #lifesciences) and more targeted, niche ones. Tap into trending hashtags. You can research hashtags on the platforms or use paid tools.
Don’t just post and ghost. Be social on social. This can be intimidating at first, but it will deliver results in the long term. Set aside 30 minutes a day for engaging with your followers, potential customers, partners and industry thought leaders. But be subtle – join in with conversations and listen. Don’t just shout about your business.
Keep your audience engaged. Try graphics, photos, videos, slideshows, polls and infographics. Video now accounts for almost half of all time spent on Facebook2. Furthermore, LinkedIn Live streams increased by 437% in 20203. So, consider how you can work video into your strategy. Always test and measure the results. What works for your business will depend entirely on your audience.