For those who've never used it, Twitter may seem boring, pointless and even narcissistic. Why would anyone need to publish 140 character observations and updates about themselves? It can seem even more useless as a tool to promote your biotech's work. But individuals and companies who have embraced this technology have come to understand how essential--and powerful--social media has become for brand management.
Tucked away in a back corner of the conference center, about 25 people gathered to learn how to use Twitter and other social media to raise their company's profile. The somewhat sparse attendance underscores how few people in the biotech industry have considered using new media as part of their business. Some attendees were brand new to the subject. Others were experienced Twitter users, many of whom I have conversed with through FierceBiotech's profile.
Panelists included Brian Reid of public relations firm WeissComm, Ed Silverman of Pharmalot, Jen S. McCabe of OrganizedWisdom Health, Shwen Gwee of the blog Med 2.0 and Jerry Johnson, Executive Vice President of Brodeur Strategies. They presented a strong case on why companies should use Twitter and other forms of social media.
Biotechs should consider including Twitter in their social media plan, but not just because everyone else is doing it. It's a strategy that requires constant monitoring, and a real commitment to maintaining the relationships you build in the Twitter community. Here are a few things to keep in mind when building your Twitter presence.
Users don't want to hear from an unidentified corporate voice--they like to know there's a real person tweeting. Designate someone in your company to be the voice of your Twitter account. Once you have decided who will be the voice behind your identity, find your audience on Twitter. Observe how they speak and interact with each other, and use that knowledge to shape your account. Finally, focus on providing a service to your followers. Rather than simply blasting your latest press release, you should look to build communities and have conversations with those who have similar interests as you. The companies that are most successful on Twitter are those that join in on discussions, and provide valuable information to their audience--whether it's news from the company or a different source.
What are the benefits of building a solid reputation within the Twitter space? Respect and attention. Companies can monitor discussion about their brand and get a sense of what news and information impacts their reputation. It's also a very affordable way for otherwise cash-strapped small biotechs to get their name out there in front of industry, journalists and consumers. Jen McCabe summed it up perfectly: "Respect is earned through repeated acts for micro-relevance. It can be earned 140 characters at a time."
Calisha Myers also contributed to this article.