{"id":6220,"date":"2013-04-09T18:30:00","date_gmt":"2013-04-09T18:30:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/pharma-c-suite-social-media-dummies-can\/"},"modified":"2019-02-21T01:17:32","modified_gmt":"2019-02-21T01:17:32","slug":"pharma-c-suite-social-media-dummies-can","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/pharma-c-suite-social-media-dummies-can\/","title":{"rendered":"Pharma C-Suite Social Media Dummies: Can They Be Trained?"},"content":{"rendered":"<p>Ask any digital expert to name the key factors to successful social media communications and the number one item on the list will be &#8220;senior management support.&#8221; But what do senior managers and C-suite executives know about social media? Do they use social media?<\/p>\n<p>In a 2012&nbsp;report by Stanford University&#8217;s Rock Center for Corporate Governance&nbsp;titled &#8220;What Do Corporate Directors and Senior Managers Know about Social Media?&#8221; the authors&nbsp;detail the results of a survey of more than 180 senior executives and corporate directors of North American public and private companies. The findings reveal a disconnect between companies&#8217; understanding of social media and the actions they are taking to apply it to their business.<\/p>\n<p><b>Key findings include:<\/b><br \/>\n<\/p>\n<ul>\n<li>While 90% of respondents claim to understand the impact that social media can have on their organization, only 32% of their companies monitor social media to detect risks to their business activities and 14% use  metrics from social media to measure corporate performance.<\/li>\n<li>Only 24% of senior managers and 8% of directors surveyed receive reports containing summary information and metrics from social media. Approximately half of the companies do not collect this information at all.<\/li>\n<li>Nearly two-thirds of respondents (65%) use social media for personal purposes, and 63% for business purposes. Of those who use social media, 80% have a LinkedIn account and 68% have a Facebook account, demonstrating that executives and board members are familiar with this medium. <\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" alt=\"Senior Execs and Social Media\" border=\"1\" height=\"660\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2019\/02\/SeniorExecs-and-SocialMedia.jpg\" width=\"441\" \/><br \/>\n<br \/>\nStill, only 59% of companies in the survey use social media to interact with customers, 49% to advertise, and 35% to research customers. Approximately 30% use social media to research competitors, research new products and services, or communicate with employees and other stakeholders.<\/p>\n<p>Find a link to the report <a href=\"http:\/\/leaderswest.com\/2012\/10\/30\/how-social-media-is-an-enigma-%20to-big-business\/\">here<\/a>.<\/p>\n<p>What applies to corporations in general is probably even more true of corporations in the pharmaceutical sector, which have traditionally lagged behind other sectors in adoption of digital tools.<\/p>\n<div class=\"separator\" style=\"clear: both; text-align: center;\">\n<\/div>\n<div class=\"separator\" style=\"clear: both; text-align: center;\">\n<a href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2013\/04\/AlexandraFulford.jpg\" imageanchor=\"1\" style=\"clear: right; float: right; margin-bottom: 1em; margin-left: 1em;\"><img decoding=\"async\" border=\"0\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2013\/04\/AlexandraFulford.jpg\" \/><\/a><\/div>\n<p>My friend and feminine Twitter alter ego <a href=\"http:\/\/es.linkedin.com\/in\/alexandrafulford\">Alexandra Fulford<\/a> (@pharmaguapa on Twitter &#8212; Alex tells me that this handle is derived from the Spanish word &#8220;guapa,&#8221; which means &#8220;lovely&#8221;) developed a comprehensive, global social media training program while working as a consultant for Novartis in Basel, Switzerland. Alexandra will be my guest on an April 30 Pharma Marketing Talk show\/podcast where she will discuss the need for social media training of pharmaceutical senior managers:<\/p>\n<ul>\n<li>Why should senior management get social media training?<\/li>\n<li>What should training incorporate?<\/li>\n<li>How should they learn about social media?<\/li>\n<li>When should they learn?<\/li>\n<\/ul>\n<p>Listen to the audio podcast archive here:<\/p>\n<p><iframe loading=\"lazy\" allowfullscreen=\"\" frameborder=\"0\" height=\"370\" src=\"http:\/\/player.cinchcast.com\/?show_id=4674067&amp;platformId=1&amp;assetType=single\" width=\"400\"><\/iframe><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ask any digital expert to name the key factors to successful social media communications and the number one item on the list will be &#8220;senior management support.&#8221; But what do senior managers and C-suite executives know about social media? Do they use social media? In a 2012&nbsp;report by Stanford University&#8217;s Rock Center for Corporate Governance&nbsp;titled [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":11140,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12],"tags":[596,167,597],"topic":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Pharma C-Suite Social Media Dummies: Can They Be Trained? - Pharma Marketing Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/pharma-c-suite-social-media-dummies-can\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pharma C-Suite Social Media Dummies: Can They Be Trained? - Pharma Marketing Network\" \/>\n<meta property=\"og:description\" content=\"Ask any digital expert to name the key factors to successful social media communications and the number one item on the list will be &#8220;senior management support.&#8221; But what do senior managers and C-suite executives know about social media? 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