The Scoop: 11.23.21
It’s 🦃 week, and for many that means a shortened workweek, making this research even more fascinating to us. How can this be! 😉 As our “new normal” extends into supply chain issues, flying cars and floating cities, we’re taking a breath of fresh air because we found Inpathy, a “new kind of social network” that we hope, per founder Z. Smith’s vision, will revolutionize how people use social, by normalizing emotion and transparency. Safe travels to all who are going places this holiday weekend! ✈️, 🚂, 🚗 We’ll be back in December with our “rewind” edition to close out 2021.
The End of Native Targeting for Pharma?
The latest chapter of Meta’s ongoing privacy saga sets the stage for a major shakeup in the health care industry, as Facebook announced its plans to remove detailed targeting, which may be perceived as “sensitive.” Examples include political beliefs, religious practices, sexual orientation and health causes, examples of which include “lung cancer awareness, World Diabetes Day and chemotherapy.” Impacted ad sets not updated to remove sensitive targeting will be paused and need to be updated to resume delivery. The urgency for brands that have not already installed a pixel cannot be overstated. The reduction or removal of native targeting options for health causes will likely increase the value of user engagement on Facebook and website content that can be used to create retargeting and lookalike custom audiences. Now is the time to identify custom lists, such as e-mail databases or third-party lists, that can be used to reach these audiences and create additional lookalike audiences.
Sources: FACEBOOK, THE NEW YORK TIMES
Even Elon Musk Has to Think About His Audience on Social Media
After the recent commotion over Tesla’s drop in stock, we’d be amiss not to mention a certain controversial Twitter poll. It got us thinking – have you ever wondered what your audience really wants? Maybe you should ask them. As marketers, we can make educated guesses about our audience, but, at the end of the day, the data doesn’t lie. While we don’t necessarily recommend making major financial decisions based on audience insights, it’s worth considering a shift in tactics to incorporate interactive platform features into your content calendars. Instagram story polls tend to get a lot of attention, but we’re rooting for Twitter polls, LinkedIn polls and Facebook Instant Experience features to deliver valuable information about audiences and nurture two-way communication with brands.
No, You Don't Have to Delete Social Media to be in the CIA (Or Pharma,
Let's be Real)
Sometimes, social media can be a tough space. Add a regulatory industry, and it can come with guidelines, rules, and a long list of “don’ts.” But we’re here to reassure you that that is not the case – and we even have the CIA to back us up on this. This is a big 180-degree shift in how the CIA used to view social media, and the agency has come around to the humanizing factors that social media can offer to its agents and overall branding. We all know it, but at the end of the day, your people on social media can be your best brand awareness driver. Can you imagine getting to open a social KPI deck with “Even the CIA wants to see the engagement and traction”? But that’s now a possibility.
Sources: NPR, The Washingtonian, New York Post
There's a New (KOI) Kid on the Block
In recent years, a growing group of physicians has been focusing more on creating social media content than on conferences and meeting keynotes. This new wave of digital opinion leaders (DOLs) or key online influencers (KOIs) has been steadily growing but exploded during the pandemic. Whether it’s because HCPs have less access to speaking opportunities, or simply more time on their hands, they have embraced social media as a new way to connect with their patients. Some have built massive followings by helping debunk COVID-19 vaccine misinformation while others have simply provided answers to health care questions in a way that make sense. By democratizing health and medical information, HCPs have been building trust with the public by simply being where their patients are. Another study found that physicians are nearly three times more likely to follow other doctors on social channels than traditional KOLs, who may not be online.
Sources: Business Insider, Endpoints
In Other News…
Something to watch: Bipartisan bill aims to force algorithm-free feeds, limiting Big Tech’s potential to game their systems
First came Apple’s App Tracking Transparency tool. Now DuckDuckGo wants to stop apps from tracking you on Android.
Contributing Writers & Editors: Nick Cardillo, Rebecca Holliday, Ricki Kahn, Lauren Fernández Meihls, Stephen O’Neil and Bre Thomlison
Real Chemistry’s The Scoop is brought to you by an editorial collective, featuring industry updates and insights from subject matter experts across social media, digital and influencer activation teams.
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