Looks like the perfect situation, executive management supports social media. Full steam ahead on building the strategy and policy. Umm just a second, there are a few things to remember:
Welcome to the world of social media in a regulated industry. The Eli Lilly communications team took the lemons and made lemonade by focusing its efforts on public policy. Greg Kueterman of Eli Lilly describes what is key to connecting with their audience:
Simple and powerful. People care about people. Kueterman said this “ah ha” moment came when Lillypad featured a Lilly employee-group produced video for the “It Gets Better Project” This led to the company incorporating “Life at Lilly” as a key part of its communication strategy. Video is an important medium for telling the story. Kueterman summarizes its benefits in social media:
1) What issues have you encountered in using social media because of your industry or profession?
2) How have you addressed the issues?
3) How have you used video to communicate with you audience?
4) How has video been received by your audience?
Thanks for stopping by. I look forward to your comments.
– Don Kincaid
When we started down the road of a Social Media platform, I was given some parameters: uh, one was that we could not talk about any of our products; another was that we could not talk about any of the patients, that use our products; and the third one, was that we cannot talk about any of the diseases our products treat. So, I spent a lot of sleepless nights wondering what I had done wrong to deserve this assignment.
It’s just a really good reminder for us, that even though our core mission is around public policy, that people care about people, and how things impact them.
Video’s great, because it really allows us to tell a very important message in a very easy way, and in a quick way, for people. We really recognize people don’t have time to read blog after blog, same way they don’t always read newspapers anymore. So, the more we can use video, I think, it’s going to be important for us to be able to get our messages out.