Biotech companies are becoming more present on Facebook, yet there are some guidelines that can help make your biotech brand more successful on the social networking scene.

Here are 10 Facebook tips that I hope you will find helpful:

1. Learn from Others Before You
How are other biotech brands like you using social? If your brand, product or service is dealing directly with consumers or researchers who are making purchasing decisions, like Pfizer, Facebook may be an important part of your marketing mix. Today, over half of U.S. adults are using social networks and more are researching products and services before they purchase. Many want to be able to contact manufacturers directly.

2. Foster Your Relationships
If you are a non-profit or research based institution like The Jackson Laboratory that relies heavily on investor and researcher participation, your Facebook community can become a powerful tool. Your content and interaction offers an inside view of your institution allowing investors, researchers and future employees to be better connected and learn about your work in more meaningful and personal ways.

3. Commit to Your Community
Building, connecting and growing your online community requires care and attention. It is an opportunity to build relationships of great value between your biotech company and its consumers and investors through regular interaction and relevant content. Dedicate a community manager or team to nurture those engagements.

4. Create a Publishing Schedule
Be consistent and regular with your activity. It’s important to publish new valuable content and it can be as simple as posing a question. By doing this, visitors will feel heard and have an expectation giving them reason to come back and share.

5. Be Authentic
Have real experts lead discussions rather than marketing or public relations staff members. Consumers expect transparency. Be sure that you have scientists, doctors or other experts regularly answering questions and leading concerns from your community.

6. Provide Valued Content
The key to engaging a larger audience through Facebook, is to publish useful information. What aspects of your product or service differentiate you from the rest of companies within your industry? Consider offering those important details through video.

7. Evaluate Success Metrics
Social media is about building a vibrant community of users. Rather than focusing on how many “likes” you have, measure success over time studying the actions, conversations, repeat visits and topics of interest that are generated. These metrics will help you make the most of your Facebook presence.

8. Leverage Your Presence
To grow your Facebook community you need to make people aware of it. Sounds simple but some audiences may require more direct acquisition – not realizing the value of connecting with you on Facebook. Trade shows, investor presentations, financial reports and even something as obvious as your physical location can strengthen your community footprint.

9. Watch For Adverse Events
By cultivating your Facebook community you acknowledge that your relationships are important. That said, pharmaceuticals in particular, should monitor their pages for adverse events. By moderating comments you minimize risk. According to the FDA 90% of adverse events are reported by the medical community through standardized reporting avenues. The other 10% are patient based.

10. Evolve Your Strategy
It’s challenging to develop a strategy for something that evolves as quickly as social media. Knowing your Facebook community, providing intelligent content and interactions with the frequency they might expect is key. Review your progress regularly and make adjustments along the way.

Note: Speaking of the FDA who was slated to have their social media guidelines report out December 2010 – we are talking with FDA Public Affairs to get more insight. We’ll let you know what we conclude!