Biotech Companies and Individuals, who have embraced this technology have come to understand how essential--and powerful--social media has become for brand management. 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. "Respect is earned through repeated acts for micro-relevance. It can be earned 140 characters at a time."
While I have addressed this transition at some length in previous articles, I will review and also discuss the various usage trends evident on the web, particularly as they relate to new media and online business.
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