When we created energi PR, we brought together the leadership and expertise from two successful agencies, as well as a roster of great clients. And one of the benefits for me was that in addition to consumer and corporate, we now had a healthcare practice. Anyone who’s worked in that sector understands its complexities and how different it is from consumer PR.
Add social media to the mix and there are even more hurdles and yes, many opportunities too. Patients are sharing resources on research and treatments, asking questions and voicing concerns, bloggers are presenting their perspective, communities of interest are forming. And pharma/healthcare organizations are looking for an Rx to navigate this challenging environment where the exchange of information extends beyond regulatory environments and national borders.
energi is pleased to be one of the sponsors of the first eye for pharma – eMarketing Canada conference, coming to Toronto on November 1 and 2.
The two-day event features thought-leaders from the healthcare industry, experienced marketers, physicians and regulators with a social media/digital super panel moderated by PAAB commissioner Ray Chepesiuk.
I’m looking forward to the case studies and best practices and to gain an understanding of the social media healthcare landscape. Hope to see you there.
This is the beginning of ’the tweet in review’, a regular feature on my blog that highlights some interesting, helpful or amusing tweets I’ve read in a given week. Essentially, it’s my twitter notes. Have a look and let me know what you think.
I hope you’ll add to the list.
Week of Oct 11 to 17:
I think my journey on Twitter has been similar to that of many folks. I began perplexed and frustrated until I gave it a second (or third or fourth) try and then bumped around a bit till it started to make sense. That happened around the time I was able to conjugate the verb ‘to tweet’ in public.
And, as much as some thrive on the ego-boost of new followers, balanced, of course, by the reality check of those who fall by the wayside, Twitter is more than a quasi-religious experience. For me, it’s the people I subscribe to and the insights and information they share, the things I can pass along to others and how I’m able to keep up with certain topics and late-breaking news.
So how do I manage the ebb and flow? Hootsuite is my base for Twitter and a few of the other social networks I’m on. I still use the main Twitter platform, which has improved of late. But it’s more like a starter home; the one you soon outgrow and then move onto a 3,000 sf third-party app (with attached URL shortener and AC, no less). On my BB, I use the Twitter App and sometimes UberTwitter.
Will Twitter replace my RSS? I don’t think so. It’s more of an RSS add-on. The big difference is that RSS doesn’t pass by in an instant, while Twitter is like a watching a never-ending parade.
Have a listen to the podcast and let us know what you think.
What’s the ROI? That ubiquitous question is on the minds of brand managers, PR folks, marketers and business people everywhere. Of course, it comes up a lot in social media where we still haven’t stumbled on that one surefire way to measure our programs’ success.
Last week, Third Tuesday Toronto held a full-day session on social media measurement featuring panel discussions with industry thought-leaders, supplier presentations and an insightful opening keynote by KD Paine. (She also wrote a great post about the panel she moderated on future trends.)
There was much discussion, both in the room and online. Here’s a snapshot of my twitter notes from the event:
As you might imagine, there were more questions than answers. But there were actionable takeaways for communicators, too. Now it’s up to us to encourage our clients to look beyond impressions and those big shiny numbers we all love and start thinking about how we can engage people, entertain, inform and help them in a way that’s meaningful and encourages them to help us. Measurement through reciprocal behaviours.
Given that the session was so relevant to PR folks, I was surprised how few agencies sent representatives. I hope this isn’t another example of PR being slow to react and missing out on an opportunity to help lead the conversation.
As an industry, we need to stop thinking about who we were and focus on who we want to be. For me that’s content creators/producers, curators, community-builders. And, of course strategic thinkers focused on value and measurable results.
Will we get there? Right now I believe some of us will.
Special thanks to Joe Thornley, Canada’s social media community-builder for putting it all together (and for asking me to moderate a panel).