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6 essential Pinterest SEO tips to develop backlinks to your site

6 essential Pinterest SEO tips to develop backlinks to your site | Enterpreneurship | Scoop.it
Practical tips on how Pinterest SEO can assist in building natural backlinks that you can put to work right away & free beginner’s guide to Pinterest.

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7 Tips For Businesses Using Pinterest - Business 2 Community

7 Tips For Businesses Using Pinterest - Business 2 Community | Enterpreneurship | Scoop.it
Research has shown that Instagram and Pinterest are two of the most popular social media platforms for visual images, especially when it comes to advertising. More and more businesses are turning…

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What’s Missing From Your Social Media Clinical Trial Recruitment Strategy

What’s Missing From Your Social Media Clinical Trial Recruitment Strategy | Enterpreneurship | Scoop.it

As social media becomes a permanent fixture in patients’ lives and pharmaceutical companies’ business strategies, companies are turning to social media to advertise, inform, and recruit patients. However, there are still a number of mistakes pharmaceutical companies make when initiating social media recruitment efforts. I turned to Life Science Training Institute (LSTI) expert Carmen Gonzalez, communications project manager at Health Services Advisory Group (HSAG), for insights on the challenges pharma companies face when implementing a social media strategy, as well as the best practices companies can use to rise above these challenges.   

ARWelch: Are there any oversights companies make when establishing a presence on social media?

Carmen Gonzalez: Creating a set of standard operating procedures (SOPs) or guidelines is crucial to setting up ground rules that match your company's ethos. The benefit of having an SOP is that your company's training can follow that standard for on-boarding new employees, particularly team members dedicated to such online activities (e.g. marketing dept.). That's another oversight that is common in business. Some businesses assume that having a presence and experience with a particular social media platform constitutes expertise. Not so. Understanding the etiquette of the platform is important, but so are the corporate rules.

In the healthcare sphere, there are several organizations whose own guidelines serve as ready-made templates. Check out Vanderbilt University's social media policy:http://www.mc.vanderbilt.edu/root/vumc.php?site=socialmediatoolkit&doc=26923. The university has had a social media strategy for ages and was one of the first institutions to assemble a clear and easy-to-understand policy.

Another clearly written set of social media guidelines is from Kaiser Permanente:http://xnet.kp.org/newscenter/media/downloads/kaiser_permanente_social_media_policy.pdf. Take a close look at pages five and six of their policy, which concisely state simple, yet very important points to follow (e.g. identify yourself, take responsibility for your post, follow copyright rules, don't pick fights, etc.)

The next biggest oversight I have found is the lack of hard-nosed metrics applied to using social media. Businesses rely on costs and profits to determine success. That same common sense approach is needed to assess social media's fit for your organization. First, survey your audience as to whether it is using social media, and which platforms in particular. The crucial question you should ask is, if you create a platform, will they be willing to engage? Next, compare the social media success of a fellow competitor or similar enterprise to yours when establishing goals for your organization before jumping into the social media surf. Establish clear goals that are related to driving traffic to your site, obtaining referrals, boosting attendance at company conferences, etc. These ambitions should be tied to actual numbers, as your marketing on social media will need to be tied to those goals. Your progress will indicate if you need to alter your messaging.

Welch: What are 1 or 2 of the biggest stumbling blocks for companies currently looking to implement social media recruitment efforts?

Gonzalez: The biggest stumbling block is properly determining if social media is the appropriate outlet for their audience. What's the point of investing in social media if the people you are trying to reach aren't there? Undertake a survey of your prime audience. For example, if you are trying to reach people over the age of 65 who come to your organization for help or services, take the time to ask them if they would be inclined to use social media for the activities you have planned. If not, that's not an ideal communication channel. According to the Pew Research Center's Social Networking Fact Sheet this year, just 49 percent of adults over 65 on the Internet are using social media.

The second biggest mistake is not empowering your employees to extend your message far and wide. Give them the training and the support to advance your company's mission online.

Welch: What is the biggest con of social media recruitment, and is there anything that can be done to turn this con into a pro?

Gonzalez: Social media is not a silver bullet. People rely on a wide range of communication channels to get their information, so if you think social media will do it all, you've fallen for a con. Think of social media as part of your outreach mix for patient recruitment. Pilot it to see if there is traction, and only increase your reliance if there's justification (i.e. real positive metrics).

ARWelch:  Which patient demographics/populations and indications have been most influenced through social media? Were there any surprises here?

Gonzalez: In the early days of social media, there were early positive results in HIV studies where dating sites were tapped for recruitment messaging — a precursor of using traditional social media for recruitment purposes. The big surprise for many of my colleagues was seeing how chronic disease studies (e.g. diabetes, COPD, etc.) could be more efficiently recruited when combining traditional media with social media technology, as with embedding text messages in print ads. This meant that in many cases older populations were comfortable texting, and that made it easier to pre-screen patients.

Given the heavy adoption of social media among younger populations across all races and ethnicities, I expect that healthy population studies will become easier to promote online in time. What we haven't found just yet is older, immigrant Latinos using social media for clinical enrollment opportunities. However, blacks and Latinos are using social media on mobile phones to a greater degree than whites. (This is also from Pew Research Center's Social Networking Fact Sheet,http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/). Accordingly, as we saw with texting and patient recruitment, I expect inroads in reaching minority audiences to be courted to a greater degree.

ARWelch: Is pharma currently tapping into social media’s full potential, or are there areas you feel would be particularly beneficial for recruitment?

Gonzalez: I haven't seen enough experimentation in exploring novel uses of social media. For example, obesity is categorically related to diabetes. Likewise, sedentary behaviors are linked to obesity. Wouldn't it be interesting to see a pilot campaign geared to gamers where study ads are featured on popular gaming sites? The preponderance of males on such sites could present a new source of patient volunteers, providing gender balance to clinical studies that may have relied on mostly women.

Also, once enough data is generated to confirm phone platform preference by age, gender, race, etc., it will be easier for pharma and other healthcare providers to be more selective when placing ads on social media sites. For example, Facebook allows ad buyers to specify the phone platform (iPhone or Android) upon which they want their ad shown. Micro-targeting of patient recruits cannot be far behind.

ARWelch: What challenges exist in measuring the performance of a social media campaign, and how have you seen companies rise to confront these challenges?

Gonzalez: For first-timers who have not established a presence online, the prospect of launching a successful recruitment program using social media is arduous. Typically, most companies need at least three to six months engaged in creating a following before thinking about recruitment. Once that is in place, having realistic goals becomes important. Let's assume that social media is part of the recruitment toolkit. Establishing a goal for social media should parallel that of a print campaign because they are comparable in terms of audience reach — at least for the newbie social media recruiter. If the cost per referral and per randomization from social media ends up being at parity with print, you have a viable recruitment method.

Any new social media campaign needs all the help it can get, so some pharma companies have taken the long-term view in developing relationships with patient advocates who are celebrities in their own right. These patient advocates have the trust of their patient community, serving as gatekeepers to their listeners. This is an excellent approach because the advocate tends to ask the right questions. Once convinced that a study is worthy of promotion, the advocate can spread the idea of study recruitment far and wide more effectively than the drug sponsor.

 


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Facebook Unlocks Livestream Marketing Stunts from Verified Pages | TechCrunch

Facebook Unlocks Livestream Marketing Stunts from Verified Pages | TechCrunch | Enterpreneurship | Scoop.it
Here comes real-time video marketing. Today Facebook gave all Verified Pages the ability to broadcast on its Periscope-style Live feature. Sports teams, TV..

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Jessica Kelly's curator insight, December 17, 2015 5:15 PM

First, celebs. Now, verified pages.

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Animaker - Make Animated Videos

Animaker - Make Animated Videos | Enterpreneurship | Scoop.it
Animaker.com is a cloud-based do-it-yourself (#DIY) video making app that is bringing studio quality professional animation tools within reach of everyone.

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Ness Crouch's curator insight, April 8, 2015 8:39 PM

something new to check out :)

Roselink's curator insight, March 9, 5:32 PM

Looks quite impressive. In beta currently, but worth keeping an eye on.

Roselink's curator insight, March 9, 5:32 PM

Looks quite impressive. In beta currently, but worth keeping an eye on.

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The Secret To Social Media Success Is HUMAN - Business 2 Community

The Secret To Social Media Success Is HUMAN - Business 2 Community | Enterpreneurship | Scoop.it

But don’t forget that social media marketing is SOCIAL, which means it has to be human — human connections, human stories, human emotions. At it’s most basic, the secret to social media success is HUMAN!

The secret to social media success

Data alone isn’t what makes the marketing needle move for business … True brand intelligence lives at the intersection of mind and heart

That quote from a recent HBR post about sums up the secret to social media success — blending the human elements with strong data analytics. Either one alone is much less powerful than the 2 together.

The graphic shows different types of marketing intelligence, both data-driven analytics and human-driven.

Now, some of you are reading this saying, “Duh, of course. We knew that. It’s not much of a secret.”

I can tell you you’re wrong. It is a BIG secret. Maybe a few examples will help.


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Russ Merz, Ph.D.'s curator insight, February 26, 2014 9:19 PM

The message in this article is that social media analytics are not the ends, they are simply a means to an end,

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Creativity More Valuable Than Passion: An Entrepreneur's Rules of Creativity

Creativity More Valuable Than Passion: An Entrepreneur's Rules of Creativity | Enterpreneurship | Scoop.it

After @Hannah Kramershared a great post about Creativity being more important for startup entrepreneurs than passion I wanted to weigh in and share related experience growing up with the right side of the brain being my dominant hemisphere (lol).

I share 5 ideas from the daughter of Gatorade's inventor:

* Creativity Bigger Predictor Than Intelligence.
* Creativity Can Be A Hard Row To Hoe.
* Creativity & Structure.
* Creativity can be learned and taught.
* Creativity happens at intersection of disciplines.

Great post hope my hard won experience contributes something helpful.

 


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challenge accepted

 

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Dennis Staples's curator insight, February 19, 2014 2:35 PM

Creativity can guide your business growth!

Ali Anani's curator insight, March 7, 2014 4:08 AM

Make the right brain and left brain intersect 

Dennis Staples's curator insight, April 2, 2014 5:30 PM

Make cREATIVITY the foundation of your actions

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Why Business Should Take an Interest in Pinterest

Why Business Should Take an Interest in Pinterest | Enterpreneurship | Scoop.it
The latest social media sensation Pinterest has opened up mood-boarding to the digital masses. A tool that was once exclusive to creatives behind the scenes has gone mass-market and has been pinned into our consciousness.

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6 Surprising Ways You Can Use Twitter to Win at Networking

6 Surprising Ways You Can Use Twitter to Win at Networking | Enterpreneurship | Scoop.it
Twitter is a surprisingly powerful networking tool.

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oconnorandkelly's curator insight, December 17, 2015 12:43 PM

A well written, down to earth article that offers good advice re using twitter in a real way.

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B2C Industries That Get the Most Engagement on Social Media

B2C Industries That Get the Most Engagement on Social Media | Enterpreneurship | Scoop.it
Social Media - Automakers have the most engaged audiences on social media of any B2C industry, according to a recent report from TrackMaven.

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Russ Merz, Ph.D.'s curator insight, December 17, 2015 4:08 PM

Do you know which industries have the most engagement on social media? The results of this study might surprise you.

Cécile Kergrohen's curator insight, December 19, 2015 8:52 AM

Cette étude américaine mesure le peu d'engagement des consommateurs pour les marques de l'alimentaire (marques alimentaires et boissons, restaurants et commerce) sur  les réseaux sociaux.

Les marques et enseignes de l'univers alimentaire peineraient-elles à se dégager du lien fonctionnel que le consommateur établit avec elles, et à passer à un lien plus émotionnel?

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Facebook Extends Instant Articles to All Android Users | SocialTimes

Facebook Extends Instant Articles to All Android Users | SocialTimes | Enterpreneurship | Scoop.it
Facebook announced that its Instant Articles feature is now available to all Android users globally, adding that its publications roster now totals more than 350.

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Jessica Kelly's curator insight, December 17, 2015 5:40 PM

Click through for a complete list of FB's Instant Articles publishing partners by region.

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Does Your Marketing Have a High Emotional IQ?

Does Your Marketing Have a High Emotional IQ? | Enterpreneurship | Scoop.it

Emotions have a powerful influence on decision-making and behavior.  When you leverage the power emotion, you can create more engaging content and connect with your audience in a real way.  Content marketing s becoming increasingly competitive, and brands are using everything in their arsenals to outdo their competitors.  Although content must have a strong emotional impact in order to go viral, some types of emotions yield better results than others.  However, both positive as well as negative emotions can amplify the reach of your content.  If your branding and marketing are not emotionally savvy, it is high time that you raise their emotional IQs.


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Heather Koroll's curator insight, March 4, 2014 8:24 PM

add your insight...

 
Nine0Media's curator insight, March 5, 2014 12:03 PM

#DIYSEO #SocialMediaTools

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4 Ways to Create Sticky Content

4 Ways to Create Sticky Content | Enterpreneurship | Scoop.it

Sticky content, is one of the most cost effective tools for capturing reader eyes and driving traffic. Here are 4 ways to create sticky content.


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