Who can you trust? Apparently not your friends, at least not your online friends.

“According to Edelman’s latest Trust Barometer, the number of people who view their friends and peers as credible sources of information about a company dropped by almost half, from 45% to 25%, since 2008.”

That quote from Advertising Age tells you something very important: you have to hear something from multiple sources to believe it. Which means that social media won’t ever be the only game in town. So those who promised you it would be all that you’d ever need for marketing your life science services or products now have to go find another bandwagon to hop onto.

Social media is important, but it is not the only way you should be reaching your audience. And social media can do lots of damage to your life science brand if you don’t have your offering properly positioned.

Positioning comes first. Then you can worry about what channels you use to reach your audience.