Improve Your Social Media Listening Skills

The Tools You Need & What You'll Learn

Pharmaguy interviews Leigh Fazzina, Principal, Fazzina & Co. Communications Consulting, Inc., who talks about her passion for social media listening for pharma and who within the organization is best suited for leveraging the learnings from social media listening.

Questions/Topics of Discussion

• Define for us what you mean by social media "listening?" Are we talking about just Twitter or other social media platforms as well? Which are most important for pharma marketers and corporate communications professionals?
• What tools do you use for social media listening? Why?
• How do you recommend a pharma company start their social listening? Do they need a formal social listening program? How do they decide among the 20 or so that exist?
• Can you give us a "real-life" example of what pharma marketers/corporate communications professionals can learn from using the social media listening tools you recommend? How can these learnings be applied to solving specific marketing/communications problems and/or improve health outcomes?
• You have alluded to FDA's social media listening. Is FDA actively listening to social media? What about pharma companies?
• You seem to believe that communications professionals - create the most effective social media communications. Why do you believe that's true? What is a marketer's role?