Monthly Archives June 2020

Social Listening Amidst Disorder

Improve Social Listening for Brands

To maintain and grow your brand on a digital level, social listening can be one of the most important tools you deploy. Social listening is crucial for a brand that is trying to connect with current customers, especially during events like we’ve been experiencing these last few months.
Here are ways to use social listening to help your brand better understand:

Analyzing Sentiment

Reviewing and analyzing current conversations on places like Facebook, Twitter or Instagram can help in understanding what customers are currently feeling towards your brand. This can be useful in two ways. First, it can provide valuable insight into keywords and topics you can use to connect with existing sentiment and need. It can also help you quickly react to consumers. Especially in a situation we are in now, where brand conversations can shift quickly, it’s important to know what people are needing and wanting.

Understanding Conversations

For first-time analysis, it is recommended to do social listening for the full prior year, if the brand has conversation volume to do so. Beyond that quarterly review is typically advised, although more updates can help if the conversation is changing rapidly.

Reviews look for main keywords, top mentions (such as influencer conversation), and which social platforms have the majority of the conversations. Analyzing these, in correlation with daily mentions, whether sentiment is positive or negative, and demographics of the topics/keyword mentions. It can also be useful to target groups like Millennials, etc. if that’s where you know the conversation is happening. For global brands, looking into language or country separately can be necessary too.

Filter What’s Important

Scouting keywords and tracking quantitative data is one thing, understanding the quality of the data is another. To best utilize social listening you need to have strategy and discernment for which conversations to follow, and which to leave behind. For example, a brand we do social listening strategy for recently launched an IGTV channel, prompting a spike in conversation. It’s important to relate the spike to the event to know why the spike occurred to respond accordingly.

Some of this can be found by specifically finding keywords that fit your brand, versus more generic terms that can throw off findings and results. It also helps to read context into conversations, looking for spikes and patterns of conversations/keywords, and analyzing the data in relation to things like new product launches, company updates or current events within the community.

Understanding all aspects of social listening can help with organic content creation as well as advertisements in both digital and other channels. As quickly as conversations and sentiments can change, so can the digital platforms you’re listening on. Every day hashtags shift, platforms add services to entice brands, and the volume of conversations is altered. Truly connecting with your audience, and responding to their current needs and wants, can bring stronger brand loyalty, recognition and drive more meaningful conversations in return.

Digital Advertising with LegitScript and NABP

Have you heard about LegitScript? Chances are, unless you’ve tried advertising pharmaceuticals or medical help on Google, Facebook, Twitter, Instagram or other digital platforms, LegitScript may be foreign to you. LegitScript Certification, along with certificates through the National Association of Boards of Pharmacy (NABP), has been the solution to protect consumers against fraudulent or 3rd party sites. 

It began with rehab centers, and then the creation of ads taking advantage of those seeking legitimate help. Initially Google decided to ban all these types of ads, but realizing the need for them later developed a certification program. This program confirms companies advertising services are legally able to provide what they are selling.

So what does that mean for pharma and medical companies? As with most things, the medical industry can have more regulations than other industries. That doesn’t mean every medical ad on a digital platform needs this special approval, but for those that do the process can be lengthy. 

To put it simply, if you are a medical company and offer services like telemedicine or pharmaceuticals you would need to be LegitScript or NABP certified before your ads would be approved. If you have a “buy now” button anywhere on your site, or something equivalent, you would need this certification. It is required even if you are advertising something about your business not directly related to sales or telemedicine services.

This is where strong strategy and planning come into play within an advertising plan. Lead time is everything on these types of campaigns. While most consumer digital ads can be submitted and approved in a fairly timely manner, LegalScript Certification alone takes around two months, with added time if an NABP Certification is needed. The timing takes into account a review process of the entire company to verify legitimacy and legality of its medical offerings. This can include things like financial information, merchant accounts, board of director information and more.

In addition to the certification, approval times can also take slightly longer for the ads themselves due to digital platform approvals. Medical ads must follow any restrictions and laws pertaining to their subject matter. This can be very industry and company specific, and it is important to be in contact with a rep from the platform you advertise with to enable the smoothest approval process. Constant contact with a representative, plus adequate ad planning and lead time can ensure a successful advertising campaign to share your services and reach your customers.