The Need for Social Media Training

Alexandra Fulford

@Pharmaguapa

Senior Executives are not active Social Media users themselves

• A joint study from CEO.com and business intelligence firm DOMO noted that among Fortune 500 CEOs Facebook usage is only 7.6 percent and just 4 percent for Twitter

• A Standford survey places the numbers higher for account ownership and usage

Other than Linkedin however usage is still relatively low for other platforms

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Key success factors to successful social media

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1. Senior Management Support

2. Best Practice (transparency, optimisation, etc)

3. 7 S

1. Strategy

2. Shared values (internal and external)

3. Systems (internal process, IT, etc.)

4. Structure (integration, content, etc.)

5. Style (tone, design)

6. Staff

7. Skills (training)

Structure

Skills Style

Systems

Staff

Strategy

Shared Values

Why is Senior Management support important

• Senior Management may be required to push through / approve:

1. Changes in thinking and working

2. New process, such as fast track approval

3. Increased headcount and adequate budget

4. Integration into corporate strategy

5. Global / affiliate integration or centralisation

• Senior Management sponsorship generally ensures greater success and quicker implementation

• Senior Management signs off on key projects, such as a corporate Twitter account

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In order to do all of the above a reasonable understanding of how social media works and the

business impact are useful

Questions

• Why should senior management get social media training?

See previous slides

• What should training incorporate?

101 / Basic what social media is and how it works

Business impact – how social media can be used from a business perspective in the pharma industry

• How should they learn about social media?

101 lesson

Practice (set up an account and use social media themselves – even if just passively)

• When should they learn?

Now!

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• http://leaderswest.com/2012/10/30/how-social-media-is-an-enigma-to-big-business/

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