As I’ve discussed before, social media is the act of engaging your customers through interactive dialog. The key here is content. Think of social media applications as the vehicle and content as the driver. The vehicle is useless, and in some instances dangerous, unless there is a knowledgeable driver to operate it. Social media applications operate in the same fashion. Statuses and tweets are useless unless there is relevant content to engage your audience.
The best way to develop content ideas…Listen. I have highlighted three areas to start with when looking for content ideas.
- What are others in the industry discussing? Most areas of the biotech industry have a regulatory body or professional organization that publishes standards, trends, hot topics, etc.. Look to these for guidance and then determine if you can add some relevant insight.
- Are there new trends in the industry? The biotech industry is constantly changing as new methods are developed and new information is discovered. Look at current trends to highlight your expertise or use your expertise to forecast future trends.
- Are there specific areas your customers are interested in? Due diligence in the biotech industry is often a long, arduous process with many questions. Often, many questions overlap from prospect to prospect. Help yourself and your prospect by offering some education in these areas via your blog or other social media vehicles.
Most importantly, when scoping topics for content, make sure that you highlight your expertise. If you are a CRO that specializes in oncology trials, make your content specific to oncology trials. Don’t try to be everything to everyone. If you don’t have anything relevant to say, don’t waste your customer’s time. It will only reflect negatively on your social media efforts and, in turn, your brand.