Advice for leading social media conversations that build consumer loyalty and trust for you biotech brand.

Sam Keninger from Medallia wrote an article on how to help employees boost brand loyalty through better social media management and avoid becoming response robotics. Below is my summary on how these tips can benefit your biotech brand.

Be Consistent and Timely
Regularly monitoring activity is key but the next step is to become part of the conversation, regularly. Engaging with current and future customers, whether it’s to address positive or critical feedback, is evidence that your biotech brand is genuinely invested in their needs.

Be Human
Auto-responses might seem like a quick and courteous way of acknowledging activity initially, but the reality is they are impersonal. Be sincere in your responses by taking the time to build relationships. The more that an investor or consumer connects with your brand through another live human being the deeper the connection, trust and loyalty to your biotech brand.

Bring in the A-Team
Involve those who work closest with your customers and investors in your biotech brand’s social media strategy. Those on the frontlines will realize the urgency of addressing issues and the commitment towards building brand loyalty. They will also appreciate the opportunity to improve the overall brand experience for their customers. And your audience will recognize the authenticity of their involvement and expertise.

Stick to the Point
Social media platforms are meant for quick conversations, read by people skimming for information so keep responses short and sweet. It’s better to have quality over quantity.

Resolve the Issues
Be sure your biotech brand is taking appropriate measures to resolve any product performance or service issues that arise online. It’s important that the same issues aren’t continuing to surface over and over and your audience witnesses your resolve to stand behind your brand.

Draw a Line in the Sand
Don’t get personal. Remain professional and if necessary remember the old saying “the customer is always right” when responding online. Stay open to criticism, while acknowledging your brands strengths and efforts to improve any weaknesses.

Give Thanks
When someone brings light to an issue offer them credit and your thanks. Embracing social feedback will ultimately reinforce your biotech brand’s commitment to its audience reminding them they are center stage in your brand purpose.

Click To read the original article Rules to Responding to Customers Online