Five steps to social media success

1. Social media is not a mystical 'other'
It may have its own rules but social media is not a separate beast, it's just part of the internet. Integrate it with other channels.

2. Listen to, and learn from, social media
Social media listening is a key part of preparing to use social media and then getting the most out of it.

3. Plan, plan, plan
Don't be fooled by the ease at which social media accounts can be created or the pace at which they can be used for communications – their use still requires preparation.

4. Make your social media campaign a group effort
Sit down with the key people from legal, regulatory, medical, marketing and communications and explain what you want to do, gain buy-in and discuss the implications for them and the company.

5. Question why you want to use social media
What do you want to achieve, how will the brand benefit and how does this fit into the global or local strategy?

By Merck Serono's head of eMedia and social media Gillian Tachibana

Digital inspiration for pharma on mobile, social media, strategy, best practice, regulations and more