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In a regulated industry? How to minimise risk on social media

15 January 2014Danny Bermant

“For highly regulated sectors like finance, social media can be a legal minefield”
– Hootsuite CEO Ryan Holmes, 2013

Of course, it’s not just finance. Companies in a range of regulated industries, such as pharma, have entered the social media playing field only with extreme care, aware falling foul of their regulator is only too easy.

Increasingly, though, it’s difficult even for the most conservative of companies to stay off social media, because clients expect you to be there and a social media presence has become the norm. Going on social media may carry a risk – but nowadays, so does staying off it.

So – if you are in a regulated industry and need to be on social media anyway, how do you minimise the risk?

Face it: Your customers are just not that into you

13 January 2014Danny Bermant

I love me What if I told you that there was one change you could make to your social media that would totally and completely revolutionise it – for the better?

And moreover – this change doesn’t involve learning a new skill, mastering a new platform or any financial investment. It just involves a paradigm shift, a new way of looking at things.

Well, the good news is that there is! To really achieve social media success, you must internalise this message:

Your customers are just not that into you.

Not that they don’t like your products or services, or that they are not avid users; they may even be enormously loyal. Nor that they don’t prefer you over the competition.

But simply that, however crazy they are about you, there’s someone they’re even crazier about, and that’s themselves.

Launching a social media programme? 5 tips

7 January 2014Danny Bermant

light bulb It’s a new year, a new start, and for many companies that means a brand new social media presence. If your new year’s resolution is to finally get you company up-to-date online, here’s some advice on how to go about it.

1. Start small. Social media is massive. There are many platforms – with new ones appearing all the time – and a lot of etiquette, marketing techniques and technical know-how to master.

If you try to take on everything at once, you will probably give up after a few weeks and that would be a shame. Far better to take on a smaller challenge, stick with it, and gradually expand as you grow in knowledge and confidence.

Why don’t you pick one or two of the larger platforms and achieve with them, before taking on others? Or set yourself a three-month period in which you will simply get comfortable on the main platforms, before you set any strenuous goals?

2. Don’t skip the policies (aka the boring stuff). Now that you’ve decided to get going on social media, it’s very tempting to jump in immediately and figure things out as you go along.
Resist that instinct!

Your campaign will be far, far more effective if you work out ahead of time what your social media goals are, what strategy you are going to use to get there, and develop a schedule that sets out, several months in advance, what you are going to write about.

Category: Content Marketing

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