Shannon Paul, social media manager for Blue Cross Blue Shield of Michigan, wrote an interesting post recently about three myths stopping regulated businesses, such as healthcare and pharmaceutical companies, from embracing social media.
Shannon says that there is always a creative way for a regulatory business to achieve its end result while staying within the regulatory guidelines. She adds that most of the frustrating elements are the same across industries, although it is sometimes easier for regulated businesses to identify what some of the rules of engagement are as they enter the social media sphere. Shannon also mentions that companies should not sit and wait for regulatory bodies to tell them what they can and cannot do. She states, “Companies that sit and wait miss out on the opportunity to help steer regulatory bodies in a way that supports their business can and cannot do before engaging in social media.”
Shannon points out that the value of social media lies within the ways companies use the tools. Merely creating a Facebook page doesn’t provide any value; it’s how the company uses the page to engage its target audience. I am a firm believer in the value coming from the strategic application of social media – not simply the creation of social media platforms.
I highly recommend you read Shannon’s post on the identitypr blog: http://identitypr.com/blog/2010/11/3-myths-that-prevent-regulated-businesses-from-embracing-social-media/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+IdentityMarketingAndPublicRelations+%28ID+Tags%29.
Post by Dan Dunlop with Stephanie Cohen, UNC-Chapel Hill Student and Jennings Intern