How to use X (Twitter) for Life Science Brand Building and Outreach
Some people in digital marketing and social media say X (formerly Twitter) is dying, but it is still the world’s #1 go-to platform for breaking news, live events, online networking, customer service, conversations, accessing hard-to-reach people, building relationships, and so much more.
Gone are the days when marketers can bulk-automate link-filled spammy tweets. X (formally Twitter) has evolved, and so have its users.
The X (formally Twitter) post has become the best way to share news in real time. It is a powerful communications channel with over 340 million active users. It supports 33 languages and as we saw with the Arab Spring and popular movements since, it is the place where we go for breaking news, views and images.
It was always intended to be a mobile-friendly micro-blogging platform from its launch in 2007 and even today, 80% of content is written and published from a mobile device. X (formally Twitter) can contain links, hashtags, photos, video-snippets and mentions to help you seed conversation. You can even conduct polls via X (formally Twitter) - an interesting new way to gauge views on your chosen subject.
X (formally Twitter) - 180 characters that can change the world.
Who is using X (formally Twitter)?
Although it has a slightly younger demographic, it is a predominantly B2B platform (85%) and an excellent channel for communicating with others in life sciences, biotech and healthcare. It is as high-brow or as low-brow as you choose to make it: it depends on the accounts you follow and the conversations you join in with. If you prefer to keep it professional, you won’t even see the more low-brow debates taking place elsewhere on the channel and for this reason, it is in fact a safe place to build your network.
X (formally Twitter) was the first social media platform to be embraced and encouraged by the NHS and now many roles, specialisms and interests are to be found here.
All of the pharmaceuticals, medtech and medical devices industries are on X (formally Twitter). Most academic and commercial research teams and individuals are on X (formally Twitter). All health, scientific and research bodies and on X (formally Twitter) and specialist publications too. Grants and funding bodies use X (formally Twitter) to issue calls for research funding applications, and investors use it to monitor trends and market developments, as well as spot emerging talent.
Increasingly, conferences, events and trade fairs will have a hashtag and in the past year when we have been networking remotely, X (formally Twitter) is running alongside webinars and online conferences, showcasing the speakers, topics and programmes; sharing key insights and quotes; fostering debate and community. A quick look at the NIHR in the UK, or FDA in the US will contain a mixture of posts concerning recent podcasts, interviews, breakthroughs and public health updates with comments, likes and shares aplenty.
You see, you can be as active or as passive as you choose on X (formally Twitter) whilst you are getting comfortable with using it.
What type of profile do you want to develop?
It is essential to have an appealing profile and let people know, with hashtags and keywords, the benefit of following your profile. Do you intend to:
- help them to understand a topic and deepen their knowledge
- help them to keep up with research developments
- help them to keep up with industry trends
- help them to find updates about your organisation quickly and easily
- share your expert, personal views with them on key topics of interest
The Takeaway.
How do you get started?
Whether you choose to set up a personal profile, group/division profile, or company profile largely depends on how ready your life science organisation is to use X (formerly Twitter).
X (formally Twitter) will suggest accounts to follow, and you can slowly build your network from there.
You will need an appealing ‘cover image’ and a thumbnail, as well as a little bit of ‘biog’ that tells visitors about you, your team, or the organisation you will be posting about. Don’t forget to let them know who is Tweeting on behalf of the organisation. These will help humanise your brand and build a connection with your target audiences.
Arttia Creative has helped many clients to develop their life science brands and social media profiles.
Belinda White | Creative Director