A Closed Mouth Gathers No Feet (even in Social Media)
Posted October 19th, 2009 by Glenn Seaberg
Glenn Seaberg
Spyder Trap Online Marketing
Today I saw an article in the Minneapolis Star/Tribune titled: “Med-tech is shy on social media use.”
Among other things it praises a medical device start-up for its innovative and viral use of YouTube. However, it goes on to explain that big medical device and other health care related companies are hesitant to use social media. The writer points to legal concerns, especially retribution from the FDA as reasons for this.
Indeed, it would be foolish for Medtronic, St. Judes and other medical device companies to rush into the social media wave pool. But guess what? It’s not foolish at all, providing they take the right approach.
With millions of people tweeting, posting to blogs, commenting on or posting videos to YouTube, chances are excellent that each of these channels are ripe with conversation about medical devices. Just monitoring and amplifying these conversations hold huge value for an entire organization. I know; I do this for several health care companies.
From the marketing manager to the CEO, the ability to listen to the unbiased conversation between your company’s staunchest supporters and most stalwart detractors provides insight and direction that no focus group or traditional market research investment ever could.
One need not chime into the conversation. Remember the old adage: “You become wiser by listening than you do by talking.” And guess what, no one will even know you’re in the room – not even your lawyers.
Am I off base here? Is engagement the only real goal for a company with regard to social media? Or does listening provide enough value on its own? What do you think?
Tags: Facebook, Marketing Strategy, Social Media, Social Media Marketing, Twitter, YouTube
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