[…] This post was mentioned on Twitter by Duncan Cantor. Duncan Cantor said: RT @NatBourre: FYI @pfizer_news : Pfizer Canada shares its social media response flow chart. See it here http://ht.ly/3xPuM #yam […]
Nat, thanks for sharing. This is interesting and timely- I assume numerous corporations have their own internal policies for handling this type of thing. However your posting crystallizes the fact this on the radar for companies and that guidelines for managing can serve as a foundation for good communication strategies. Thanks again.
Thanks Sally – I was thrilled when they agreed to allow me to post it. For any Canadian pharma site, there will be little opportunity for comments due to our regulatory guidelines. In fact, this is why MSWatch.ca changed their format after years of allowing consumers write any comments as they pleased. You can find out more about what happened to MSWatch.ca here (2 articles are linked to this URL): https://marketing4health.wordpress.com/?s=mswatch.ca
@Sally – I think the inability to comment or like it may be Pfizer’s way to control the discussion. Fair balance in a way – if they don’t want negative comments, they won’t take the positive, i.e. Likes, either. Kudos to them, though, for allowing Nat to post it and have comments here.
@Sally So true. I think companies are letting their fear of the naysayers and the truly impossible control them and they are taking the path of least resistance. It is a shame because social media gives us the opportunity to have a healthy dialogue and learn from one another – something we so desperately need!
Thank you so much Nat for posting this and congratulations to Pfizer Canada for fleshing out such a no-nonsense process. Great Illustration that you can tackle social media just like any other channel, if you put the right processes into place :-)
Thanks Silja. Absolutely, and when I spoke with Elena from Pfizer, she mentioned that the organization is open to making changes if they see the need. This is a good idea since social media changes so much, and regulatory guidelines get updated as well from time to time.
I find this to be a great example that organizations of all sizes should model in some way shape or form….preparedness! Conversations about your company ARE happening,….how are you finding out about them and have you thought about what an appropriate response is once you do find them. Great stuff! Thank you so much for sharing this!
You’re right Darcy, it’s all about preparedness. The nice thing is that Pfizer Canada also mentioned that they were flexible to modify their flow chart if required, which is essential considering social media changes so quickly.
Every company should have some sort of guidelines as to how they will respond to social media comments about their brand(s) and corporation. Even if an organization has not implemented social media tactics, they may be (and should be) tracking mentions of their brand and corporate names via tools such as Google Alert. Such mentions may require intervention by the company, and a plan prepared ahead of time will help ensure that an appropriate response is provided.