Posts Tagged ‘Facebook’
Companies are neglecting Facebook
Surprising results of a recent study:
- Businesses are failing to get to grips with Facebook, according to research. Analysis of 1.7 million Facebook pages categorised across business, personal brands and interest groups, reveals that businesses have the lowest engagement rates and are ‘less social overall’.
- Businesses are failing to optimize fan engagement and interactions due to a lack of basic education of platform familiarity and fan/page analytics
- 82% of Facebook pages have fewer than five posts a month, local business pages have the fewest; local business do not participate in 94% of conversations on their page and 91% of conversations on company pages are left unattended
http://www.iwr.co.uk/social-media/3011248/Business-failing-the-Facebook-test
US Inc. 500: less blogging, more Facebooking
To read in Information Today Europe:
For the last five years the University of Massachusetts Dartmouth’s Center for Marketing Research has been conducting a study about the use of social media in the 500 fastest growing organisations in the US (The Inc. 500.) The first study, conducted in 2007, found that these companies were much more likely to have adopted blogs than those in the ‘traditional’ Fortune 500.
The latest findings show that the use of blogging in the Inc. 500 companies is declining for the first time. Blogging had declined to 37% from 50% in 2010. (…)
However, as blogging reaches maturity in these organisations, the use of other social media, including Facebook, Foursquare, LinkedIn, Mobile apps, texting, Twitter and YouTube, is growing. 74% of responding companies were using Facebook, and 73% using LinkedIn. (…)
Read further:
Val Skelton, A blog post about the decline of blogging. Information Today Europe Blog, 2nd of February 2012.
http://www.infotodayeurope.com/2012/02/02/a-blog-post-about-the-decline-of-blogging/
European patients don’t want Big Pharma on Facebook
PharmaLive reports interesting findings from a recent study:
“Despite heavy restrictions on DTC advertising in Europe, nearly two in five online Europeans would like to be able to learn more about prescription drugs directly from a pharmaceutical company, according to the new Cybercitizen Health® Europe study from pharmaceutical and healthcare market research company Manhattan Research. (…)
Online consumers show much higher demand for practical online resources from pharmaceutical companies, such as disease and treatment information and condition management tools, than for online contests and games. (…)
Among consumers who are already using or interested in online information and tools from pharmaceutical companies, only 13 percent want to access this content on Facebook and 5 percent on Twitter. In contrast, 43 percent of this audience would like to obtain pharma resources from websites about conditions and diseases.
New Study Finds European Consumers Show Considerable Interest in Learning from Pharma Companies – But Not on Facebook or Twitter. PharmaLive, Posted on 12th of December 2011.
http://pharmalive.com/news/index.cfm?articleid=816624&categoryid=43
eDTCA 2.0 for big pharma in the US
Study about DTCA practices by the 10 largest Pharma:
Pharmaceutical direct-to-consumer advertising (DTCA) is legal only in the United States and New-Zealand(…)
It is linked with inappropriate medication use, over utilization, and increased spending on expensive branded drugs, and it may endanger public health due to promotion of potentially dangerous products. (…)
With the Internet’s rapid development, users have migrated from passive information sources, using read-only “Web 1.0” technology, to interactive, dynamic, and custom-built relationships, using “Web 2.0” technologies.
Along with this digital revolution, new potential DTCA marketing opportunities haven recently emerged that include Web 2.0 social networking sites and other interactive systems (“eDTCA 2.0”), which cross geopolitical borders.
The US Food and Drug Administration (FDA) has not issued guidelines on eDTCA 2.0 marketing, nor have regulators recognized eDTCA 2.0 and its potential global spillover.
Presence is strong:
– 100% are on Facebook, have blogs and provide RSS feeds
– 80% have dedicated YouTube channels and are developing mobile applications
The point is that social media are also used by illicit drug sellers to promote online sales…
Liang, B.A. & Mackey, T.K. Prevalence and global health implications of social media in direct-to-consumer drug advertising. Journal of Medical Internet Research, 2011, Vol. 13, N°3, pp. e64
Facebook closed wall: several Pharma to close down their pages
Pharmaceutical companies have lost the right to block public comments on their company page walls. The privilege was previously granted exclusively to pharmaceutical companies who had been slow to set up company pages on the social media site.
Several companies (AstraZeneca, J&J, etc.) have already closed down pages, expressing concern about the extra resources that will be required to monitor activity.
Sources:
http://www.infotoday.eu/Articles/News/Featured-News/Facebook-revokes-pharma-‘closed-wall’-privileges-77151.aspx
http://www.dailytech.com/Facebook+Revokes+Drug+Companies+Use+of+Closed+Page+Walls/article22447.htm