<?xml version="1.0" encoding="UTF-8"?><rss version="2.0"
	xmlns:content="http://purl.org/rss/1.0/modules/content/"
	xmlns:wfw="http://wellformedweb.org/CommentAPI/"
	xmlns:dc="http://purl.org/dc/elements/1.1/"
	xmlns:atom="http://www.w3.org/2005/Atom"
	xmlns:sy="http://purl.org/rss/1.0/modules/syndication/"
	xmlns:slash="http://purl.org/rss/1.0/modules/slash/"
	>

<channel>
	<title>social media &#8211; C&amp;EN Media Group</title>
	<atom:link href="https://acsmediakit.org/blog/tag/social-media/feed/" rel="self" type="application/rss+xml" />
	<link>https://acsmediakit.org</link>
	<description>Integrated Advertising Solutions</description>
	<lastBuildDate>Thu, 31 Oct 2024 18:14:17 +0000</lastBuildDate>
	<language>en-US</language>
	<sy:updatePeriod>
	hourly	</sy:updatePeriod>
	<sy:updateFrequency>
	1	</sy:updateFrequency>
	<generator>https://wordpress.org/?v=6.5.5</generator>

<image>
	<url>https://acsmediakit.org/app/uploads/2017/01/cropped-cen-favicon-32x32.png</url>
	<title>social media &#8211; C&amp;EN Media Group</title>
	<link>https://acsmediakit.org</link>
	<width>32</width>
	<height>32</height>
</image> 
	<item>
		<title>Navigating Change: Key Insights from ‘Marketing on the Edge’ Science Marketing Event</title>
		<link>https://acsmediakit.org/blog/navigating-change-key-insights-from-marketing-on-the-edge-science-marketing-event/</link>
					<comments>https://acsmediakit.org/blog/navigating-change-key-insights-from-marketing-on-the-edge-science-marketing-event/#respond</comments>
		
		<dc:creator><![CDATA[C&#38;EN Media Group]]></dc:creator>
		<pubDate>Wed, 25 Sep 2024 18:34:52 +0000</pubDate>
				<category><![CDATA[Marketing Masters]]></category>
		<category><![CDATA[White Papers]]></category>
		<category><![CDATA[content marketing]]></category>
		<category><![CDATA[Custom Content]]></category>
		<category><![CDATA[Digital Strategies]]></category>
		<category><![CDATA[marketing to scientists]]></category>
		<category><![CDATA[messaging]]></category>
		<category><![CDATA[science marketing]]></category>
		<category><![CDATA[social media]]></category>
		<guid isPermaLink="false">https://acsmediakit.org/?p=17931</guid>

					<description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time:</span> <span class="rt-time">10</span> <span class="rt-label rt-postfix">minutes</span></span> Seismic changes are shaking the foundations of the marketing industry. Every day, a new trend emerges, promising to revolutionize our work. From generative AI and marketing automation technology to emerging social media platforms and the rising influence of digital creators, the landscape is evolving at a rapid pace. On August 22, 2024, over 30 science [&#8230;]]]></description>
										<content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time:</span> <span class="rt-time">10</span> <span class="rt-label rt-postfix">minutes</span></span>
<style>

strong {
font-style: normal!important;
}
.wp-element-caption {text-align: center!important; font-size: 16px; }
.content-holder a {
font-weight: bold;
}
h2 {
color: #342C76;

font-weight: bold!important;

}
h2.group-padding {
font-size: 24px;
margin-bottom: 0px;
padding: 20px;

}

.hide {
display: none;}


hr.wp-block-separator {
color: #eee;
width: 75%;
}

.group-padding {
padding: 20px;
}

h3 {text-align: left !important; font-size: 24px; margin-top: 10px; margin-bottom: 10px; }
 h4 {}

.bullet-wrap li {list-style-position: outside !important; margin-bottom: 10px; }
.shadow img { box-shadow: 0 4px 8px 0 rgba(0, 0, 0, 0.2), 0 6px 20px 0 rgba(0, 0, 0, 0.19);}
.colorful-block {padding: 15px 30px; margin-bottom: 15px; margin-top: 0px;}
.colorful-title {text-align: left!important; padding:  15px 25px!important; margin-bottom: 0px!important;}

.quote-group {
padding: 35px 35px 15px 35px;
margin: 20px 0;
}

.quote-name {
font-weight: bold;
font-size: 18px;

}
p.less-padding {
margin-bottom: 0px;
padding-bottom: 0px;
}
.quote-group p.quote {
margin-top: -80px!important;
 text-indent: 60px;

font-size: 22px;
}

.quote-group:before {
content: open-quote;
    font-weight: bold;
    font-size:100px;
    color: #1D48B6;
font-family:Georgia, "Times New Roman", Times, serif;
line-height: 60px; 


}

.quote-group:after {
content: close-quote;
 color: #F2F2FD;
 


}

@media (max-width: 767px){
.quote-name, .quote-group p.quote {
text-align: center!important;
}

.wp-block-image .alignright {
    float: none;
    margin: auto;
}

@media (max-width: 400px){
.quote-name, .quote-group p.quote {
font-size: 20px;
}

.quote-group:before {

    font-size:100px;
  
line-height: 100px; 


}
}


</style>



<p>Seismic changes are shaking the foundations of the marketing industry. Every day, a<a href="https://acsmediakit.org/blog/marketing-trends-for-science-brands-in-2024/"> new trend emerges</a>, promising to revolutionize our work. From<a href="https://acsmediakit.org/blog/ai-writing-in-science-and-science-marketing-is-it-viable/"> generative AI</a> and marketing automation technology to emerging social media platforms and the rising influence of digital creators, the landscape is evolving at a rapid pace.</p>



<p>On August 22, 2024, over 30 science marketers gathered for C&amp;EN Media Group&#8217;s <a href="https://acsmediakit.org/marketing-on-the-edge/" data-type="page" data-id="17664">&#8220;Marketing on the Edge&#8221;</a> event. The meeting was a deep dive into how these transformative trends are reshaping our strategies and how we can adapt to harness their full potential.</p>



<p>Despite the whirlwind of changes, a common thread throughout the day was clear: trust and authentic connections remain bedrock principles that should guide all our efforts as science marketers. Below are a few key takeaways from our featured speakers.</p>



<hr class="wp-block-separator has-alpha-channel-opacity"/>



<h2 class="wp-block-heading" id="AI">AI will Change Science Marketing – This Is How To Build Your New Strategy for Success</h2>



<p><a href="https://acsmediakit.org/blog/agency-profile-biostrata/" data-type="post" data-id="17088">Paul Avery</a>, founder and CEO of <a href="https://www.biostratamarketing.com/" target="_blank" rel="noreferrer noopener">BioStrata</a>, kicked off the event by talking about how science brands can win at content marketing in the age of artificial intelligence. Paul showcased the game-changing advantages of AI, from increased productivity to democratizing content creation, and emphasized the necessity of unique, humanized content to stand out in an increasingly AI-driven landscape. Here are a few highlights:</p>


<div class="wp-block-image">
<figure class="alignright size-large is-resized"><img loading="lazy" decoding="async" width="1024" height="683" src="https://acsmediakit.org/app/uploads/2024/09/Marketing_Denver-085-1-1024x683.jpg" alt="" class="wp-image-17899" style="width:400px" srcset="https://acsmediakit.org/app/uploads/2024/09/Marketing_Denver-085-1-1024x683.jpg 1024w, https://acsmediakit.org/app/uploads/2024/09/Marketing_Denver-085-1-300x200.jpg 300w, https://acsmediakit.org/app/uploads/2024/09/Marketing_Denver-085-1-768x512.jpg 768w, https://acsmediakit.org/app/uploads/2024/09/Marketing_Denver-085-1-270x180.jpg 270w, https://acsmediakit.org/app/uploads/2024/09/Marketing_Denver-085-1.jpg 1200w" sizes="(max-width: 1024px) 100vw, 1024px" /><figcaption class="wp-element-caption">Going beyond ChapGPT, Paul demonstrates some of the nextgen modalities of generative AI. <a href="#photos">View more event photos here.</a> / Photo credit: <a href="http://truebyrou.com/" target="_blank" rel="noreferrer noopener">truebyrou</a></figcaption></figure></div>


<h3 class="wp-block-heading" id="1-ai-is-revolutionizing-video-accessibility-for-small-and-mid-size-businesses-"><strong>AI is revolutionizing video accessibility for small and mid-size businesses. </strong></h3>



<p>With AI video generation reaching Hollywood-level quality, these businesses can now create high-quality video content affordably without large production teams. For science marketers, this opens up a world of creative possibilities previously deemed too complex, expensive, or time-consuming. Imagine generating videos of your instruments from a static photo. Generative coding offers similar potential –&nbsp;enabling marketers to build things they previously didn&#8217;t have the skill, budget, or time to do.</p>



<div class="wp-block-group quote-group has-background" style="background-color:#e1e2fa70"><div class="wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained">
<p class="quote">Things that usually would have gone on the ‘too hard, cost too much, don’t know how to do it’ pile can now be done quickly and easily.&nbsp;[This] allows you to serve segments of your audience with interesting dynamic tools that you just wouldn’t bother with before because the market wasn’t big enough. But, if you can produce it in an hour, that’s a different game.&#8221;</p>



<p class="has-text-align-right quote-name">– Paul Avery, BioStrata</p>
</div></div>



<h3 class="wp-block-heading" id="2-ai-is-challenging-traditional-seo-"><strong>AI is challenging traditional SEO. </strong></h3>



<p>Search engines struggle to distinguish between human and AI content. This could allow competitors to target your keywords with AI-generated blog posts. AI-first search engines and search generative experiences provide answers directly on search pages, potentially reducing traffic to your website.</p>



<p></p>



<h3 class="wp-block-heading"><strong>Good content marketing in the AI age requires unique insights, bold perspectives, and humanization. </strong></h3>



<p>Now more than ever, science marketers must focus on high-value pieces like original research and expert opinions, not just an AI-generated remix of content already available. As AI-generated material becomes more common and challenging to sift through, people will crave and seek unique content. However, we, as science markets, should absolutely use AI tools to scale our human-first content.&nbsp; Not utilizing these tools would be a significant missed opportunity and put us behind our competition.</p>



<hr class="wp-block-separator has-alpha-channel-opacity"/>



<h2 class="wp-block-heading" id="3-how-science-marketers-can-be-more-effective-communicators-on-social-media-%E2%80%93-and-help-the-world-in-the-process-">How Science Marketers Can Be More Effective Communicators on Social Media – And Help The World in the Process</h2>



<p><a href="https://chemicalkim.com/" target="_blank" rel="noreferrer noopener">Chemical Kim</a>, a prominent science educator and influencer with over 1 million followers, joined <a href="https://acsmediakit.org/lead-generation/custom-content-marketing/" data-type="page" data-id="1793">C&amp;EN BrandLab</a> Senior Editor <strong>Jesse Harris</strong> for an insightful conversation. They explored how science brands can leverage STEM influencers to connect with their target audiences and do good. Here are some key takeaways:</p>


<div class="wp-block-image">
<figure class="alignright size-large is-resized"><img loading="lazy" decoding="async" width="1024" height="683" src="https://acsmediakit.org/app/uploads/2024/09/Marketing_Denver-129-1024x683.jpg" alt="" class="wp-image-17903" style="width:400px" srcset="https://acsmediakit.org/app/uploads/2024/09/Marketing_Denver-129-1024x683.jpg 1024w, https://acsmediakit.org/app/uploads/2024/09/Marketing_Denver-129-300x200.jpg 300w, https://acsmediakit.org/app/uploads/2024/09/Marketing_Denver-129-768x512.jpg 768w, https://acsmediakit.org/app/uploads/2024/09/Marketing_Denver-129-270x180.jpg 270w, https://acsmediakit.org/app/uploads/2024/09/Marketing_Denver-129.jpg 1200w" sizes="(max-width: 1024px) 100vw, 1024px" /><figcaption class="wp-element-caption">Kim asks attendees about their usage of social media marketing. </figcaption></figure></div>


<h3 class="wp-block-heading"><strong>Creating a page for yourself is the secret to authentic brand connections on social media. </strong></h3>



<p>Marketers need to experience how it feels to create content and get comments firsthand. If you&#8217;re looking at, as a brand, to tap into the social media world, you need to spend time there.&nbsp;&nbsp;</p>



<h3 class="wp-block-heading"><strong>Choose influencers who are doing good, and let them be themselves! </strong></h3>



<p>To ensure a successful collaboration with a content creator, brands should choose someone positive and impactful and let them shine with their true voice. It&#8217;s important to select influencers who can authentically promote your brand while staying true to their style and message. Kim shared two videos where she collaborated with brands. Although both were well produced, the one where Kim was able to speak in her own authentic language outperformed the example where the brand wrote the script. </p>



<div class="wp-block-group quote-group has-background" style="background-color:#e1e2fa70"><div class="wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained">
<p class="quote">The reason that brands do come to creators like myself is because they recognize that we have a following. We can reach a good amount of people. But the recognition also needs to be that, you&#8217;re picking me, so you you need to give that allowance to the creator to put together the content.&#8221;</p>



<p class="has-text-align-right quote-name">– Chemical Kim</p>
</div></div>



<h3 class="wp-block-heading"><strong>There&#8217;s a disconnect between creators and brands. </strong></h3>



<p>Brands need to understand that platforms like Instagram, Facebook, and TikTok want to make money and have an expectation that brands will put funding behind their video content. Because of this, brands have the power to make videos appear on &#8216;For You&#8217; pages. Science brands should be pushing these paid ad campaigns for their content collaborations, and many are not.</p>



<hr class="wp-block-separator has-alpha-channel-opacity"/>



<h2 class="wp-block-heading" id="5-how-we-can-improve-trust-in-science-%E2%80%93-and-what-it-means-for-brand-building-storytelling-and-communications-">How We Can Improve Trust In Science – And What It Means For Brand Building, Storytelling and Communications</h2>



<p><a href="https://acsmediakit.org/blog/cen-names-new-editor-in-chief-nick-ishmael-perkins/" data-type="post" data-id="17416">C&amp;EN Editor-in-Chief Nick Ishmael-Perkins</a> gave a compelling case for improving trust in science by addressing the &#8220;contextualization deficit.&#8221; Drawing from his<a href="https://council.science/publications/reframing-trust-in-science/"> International Science Council report</a> on the topic, Nick shared how science communicators can build trust by understanding and addressing the contexts of different audiences. Here are some highlights:&nbsp;</p>


<div class="wp-block-image">
<figure class="alignright size-large is-resized"><img loading="lazy" decoding="async" width="1024" height="683" src="https://acsmediakit.org/app/uploads/2024/09/Nick-Ishmael-Perkins-Marketing-on-the-Edge-1024x683.jpg" alt="" class="wp-image-17934" style="width:400px" srcset="https://acsmediakit.org/app/uploads/2024/09/Nick-Ishmael-Perkins-Marketing-on-the-Edge-1024x683.jpg 1024w, https://acsmediakit.org/app/uploads/2024/09/Nick-Ishmael-Perkins-Marketing-on-the-Edge-300x200.jpg 300w, https://acsmediakit.org/app/uploads/2024/09/Nick-Ishmael-Perkins-Marketing-on-the-Edge-768x512.jpg 768w, https://acsmediakit.org/app/uploads/2024/09/Nick-Ishmael-Perkins-Marketing-on-the-Edge-270x180.jpg 270w, https://acsmediakit.org/app/uploads/2024/09/Nick-Ishmael-Perkins-Marketing-on-the-Edge.jpg 1200w" sizes="(max-width: 1024px) 100vw, 1024px" /><figcaption class="wp-element-caption">Nick shares research showing that trust in science is not actually a problem of trust, but a problem of contextualization.  </figcaption></figure></div>


<h3 class="wp-block-heading"><strong>People don&#8217;t fit into static blocks of science believers and non-believers. </strong></h3>



<p>It&#8217;s possible that you can firmly believe in science on one issue but be skeptical on another. For example,<a href="https://www.nature.com/articles/s41598-022-26959-5"> a study in Australia</a> found that people who were big proponents of the COVID-19 vaccine were not necessarily big proponents of action on climate change. Many factors, including economic order, location, experiences, identity, and local knowledge, contribute to how we position ourselves around science issues and will change from one issue to the next.</p>



<h3 class="wp-block-heading"><strong>Most of us experience science not as a practice, but as a set of issues mediated by various institutions.</strong></h3>



<p>We must recognize that trust in these institutions vary greatly depending on the person, region, history or experience. In some places, if a government tells you to do something, you are going to be wary. There are many instances of this across the world, particularly in marginalized communities. </p>



<div class="wp-block-group quote-group has-background" style="background-color:#e1e2fa70"><div class="wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained">
<p class="quote">We can develop global policy, but we need to be aware of the fact that people are not engaging&nbsp; with global policy. They are engaging with a particular issue in their particular context, determined by institutions, history, and identity.&#8221;</p>



<p class="has-text-align-right quote-name">– Nick Ishmael-Perkins, C&amp;EN</p>
</div></div>



<h3 class="wp-block-heading"><strong>Technocratic attempts to address science messaging have failed.</strong></h3>



<p><strong> </strong>What we should be doing is asking ourselves a set of questions about how we prepare ourselves to understand and integrate context, knowledge, and awareness into our campaigns and communications. For example, we must ask, &#8220;Where has the mandate come from for science and policy to address this problem?&#8221; &#8220;Who are the potential winners and losers in the way the problem is framed?&#8221;</p>



<hr class="wp-block-separator has-alpha-channel-opacity"/>



<h2 class="wp-block-heading" id="brand_management">How Brand Management Has Changed Over the Past 5 Years – And What&#8217;s Coming In The Next 5</h2>



<p>Our brand management panel explored how recent societal pressures have revolutionized brand management over the past five years and unveiled cutting-edge strategies to future-proof companies. The dynamic discussion was moderated by <strong>Peter Jap</strong>, senior brand manager at ACS, and featured insights from <strong>Kate Stabrawa</strong>, president of <a href="https://www.horseshoecommunications.com/">Horseshoe Communications</a>, and <a href="https://acsmediakit.org/blog/agency-profile-hdmz/" data-type="post" data-id="16925">Dillon Allie</a>, president and CEO of <a href="https://www.hdmz.com/">HDMZ</a>. Here are some of their key insights:</p>



<h3 class="wp-block-heading"><strong>Humanizing brands is now expected and fosters genuine connections. </strong></h3>


<div class="wp-block-image">
<figure class="alignright size-large is-resized"><img loading="lazy" decoding="async" width="1024" height="683" src="https://acsmediakit.org/app/uploads/2024/09/brand-management-panel-marketing-on-the-edge-1-1024x683.jpg" alt="" class="wp-image-17936" style="width:400px" srcset="https://acsmediakit.org/app/uploads/2024/09/brand-management-panel-marketing-on-the-edge-1-1024x683.jpg 1024w, https://acsmediakit.org/app/uploads/2024/09/brand-management-panel-marketing-on-the-edge-1-300x200.jpg 300w, https://acsmediakit.org/app/uploads/2024/09/brand-management-panel-marketing-on-the-edge-1-768x512.jpg 768w, https://acsmediakit.org/app/uploads/2024/09/brand-management-panel-marketing-on-the-edge-1-270x180.jpg 270w, https://acsmediakit.org/app/uploads/2024/09/brand-management-panel-marketing-on-the-edge-1.jpg 1200w" sizes="(max-width: 1024px) 100vw, 1024px" /><figcaption class="wp-element-caption">Kate shares stories about how she used empathy to help humanize brands she&#8217;s worked with.</figcaption></figure></div>


<p>Consumers see brands as friends and want them to reflect their values. This trend is common in consumer goods and is emerging in life sciences. <a href="https://x.com/TwistBioscience">Twist Bioscience</a>, for example, creates synthetic DNA but engages on social media with a friendly, human tone. </p>



<p>Knowing when to add a personal touch is also crucial. For instance, a social media manager can craft empathetic replies and sign with their initials to foster genuine connections when the moment calls for it.&nbsp;</p>



<div class="wp-block-group quote-group has-background" style="background-color:#e1e2fa70"><div class="wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained">
<p class="quote">People generally say, &#8216;We want to generate leads.&#8217; Well, that can be a lagging indicator of what people think about your brand. Do they want to be your friend? Do they believe what you’re selling them? Do they want to tell their friends about you? Those are all things that precede getting leads.&#8221;</p>



<p class="has-text-align-right quote-name">– Dillon Allie, HDMZ</p>
</div></div>



<h3 class="wp-block-heading"><strong>Use data and storytelling to convince C-Suite executives to spend money on brand awareness, not just performance marketing. </strong></h3>



<p>The annual Kantar BrandZ study consistently shows that<a href="https://www.kantar.com/campaigns/brandz/global"> companies with strong global brands outperform famous portfolios</a> like the S&amp;P 500. Leverage this insight and internal data to craft compelling narratives highlighting how your company stacks up against key competitors and how strategic investment in brand awareness can strengthen your market position and fuel long-term growth.</p>



<h3 class="wp-block-heading"><strong>Leverage internal insights to monitor external brand wellness. </strong></h3>


<div class="wp-block-image">
<figure class="alignright size-large is-resized"><img loading="lazy" decoding="async" width="1024" height="683" src="https://acsmediakit.org/app/uploads/2024/09/brand-management-panel-marketing-on-the-edge-2-1024x683.jpg" alt="" class="wp-image-17937" style="width:400px" srcset="https://acsmediakit.org/app/uploads/2024/09/brand-management-panel-marketing-on-the-edge-2-1024x683.jpg 1024w, https://acsmediakit.org/app/uploads/2024/09/brand-management-panel-marketing-on-the-edge-2-300x200.jpg 300w, https://acsmediakit.org/app/uploads/2024/09/brand-management-panel-marketing-on-the-edge-2-768x512.jpg 768w, https://acsmediakit.org/app/uploads/2024/09/brand-management-panel-marketing-on-the-edge-2-270x180.jpg 270w, https://acsmediakit.org/app/uploads/2024/09/brand-management-panel-marketing-on-the-edge-2.jpg 1200w" sizes="(max-width: 1024px) 100vw, 1024px" /><figcaption class="wp-element-caption">The panel kicks off the session with an open audience discussion of &#8220;what is brand?&#8221; </figcaption></figure></div>


<p>Brand sentiment studies are extremely valuable and can help you measure your brand&#8217;s meaning to the people you serve. However, you should also leverage internal data. Conduct biannual reviews of media coverage, share of voice, and social media buzz against your competitors. Gather employee feedback through focus groups. Collaborate with HR to track trends in job applications and candidate quality. These internal insights can help you identify your brand&#8217;s external strengths and areas for improvement.</p>



<h3 class="wp-block-heading"><strong>Brand management today demands speed, awareness, and agility. </strong></h3>



<p>While not every situation requires a response, internal discussions must happen quickly to decide if your brand&#8217;s purpose and promise call for action. If they do, respond swiftly. Unlike before, when brands could be set and left alone, today&#8217;s societal pressures and expectations require constant vigilance.</p>



<hr class="wp-block-separator has-alpha-channel-opacity"/>



<h2 class="wp-block-heading" id="4-how-the-industrys-top-brand-marketers-are-planning-for-the-future-at-every-budget-level-">How The Industry&#8217;s Top Brand Marketers Are Planning For The Future At Every Budget Level</h2>



<p>In our dynamic keynote session, industry leaders shared their unique perspectives on steering the future of marketing amidst common challenges. <strong>Stephanie Holland</strong>, senior vice president of communications and marketing at ACS, led the panel with <strong>Thomas Labuzienski</strong>, senior marketing communication manager at <a href="https://quantum.microsoft.com/en-us/solutions/azure-quantum-elements" target="_blank" rel="noreferrer noopener">Microsoft</a>, and <strong><a href="https://acsmediakit.org/blog/agency-profile-linus-group/" data-type="post" data-id="16887">Kristin Apple</a></strong>, president of <a href="https://www.thelinusgroup.com/">LINUS</a>.&nbsp;Here are a few highlights:</p>


<div class="wp-block-image">
<figure class="alignright size-large is-resized"><img loading="lazy" decoding="async" width="1024" height="683" src="https://acsmediakit.org/app/uploads/2024/09/Kristin-Apple-president-of-LINUS-1024x683.jpg" alt="" class="wp-image-17939" style="width:400px" srcset="https://acsmediakit.org/app/uploads/2024/09/Kristin-Apple-president-of-LINUS-1024x683.jpg 1024w, https://acsmediakit.org/app/uploads/2024/09/Kristin-Apple-president-of-LINUS-300x200.jpg 300w, https://acsmediakit.org/app/uploads/2024/09/Kristin-Apple-president-of-LINUS-768x512.jpg 768w, https://acsmediakit.org/app/uploads/2024/09/Kristin-Apple-president-of-LINUS-270x180.jpg 270w, https://acsmediakit.org/app/uploads/2024/09/Kristin-Apple-president-of-LINUS.jpg 1200w" sizes="(max-width: 1024px) 100vw, 1024px" /><figcaption class="wp-element-caption">Kristin gives attendees an exclusive preview of<a href="https://www.thelinusgroup.com/blog/state-of-science-2024"> LINUS&#8217; 2024 State of Science survey</a>, revealing perceptive science consumer data and valuable insights from her experience as a brand strategist. </figcaption></figure></div>


<h3 class="wp-block-heading"><strong>Building a brand is arguably the most important task you can do as a marketer. </strong></h3>



<p>Brand is your future-proof asset. It is your vision and the emotional connection with your audience. By investing time in defining what your brand stands for, what it means, and what people will fight for, you create a resilient future for yourself, your team, and your company.</p>



<h3 class="wp-block-heading"><strong>Trust can take years to build and minutes to lose. </strong></h3>



<p>Trust is the number one factor eroding confidence in marketing and company interactions. As science marketers, we can cultivate and keep trust by showing up in the places where our clients are and by demonstrating authentic interests and care for the environments where our products are delivered.&nbsp;</p>



<div class="wp-block-group quote-group has-background" style="background-color:#e1e2fa70"><div class="wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained">
<p class="quote">We’ve taken some approaches at Microsoft as we think about marketing Azure Quantum Elements to scientists. We need to make sure that we’re thinking about responsible quantum computing, responsible AI. So, we’ve invested a lot of time and resources working with different partners to make sure we’re one of the leaders as we think about those responsible initiatives.&#8221;</p>



<p class="has-text-align-right quote-name">– Thomas Labuzienski, Microsoft</p>
</div></div>


<div class="wp-block-image">
<figure class="alignright size-large is-resized"><img loading="lazy" decoding="async" width="1024" height="683" src="https://acsmediakit.org/app/uploads/2024/09/Thomas-Labuzienski-senior-marketing-communication-manager-at-Microsoft-1024x683.jpg" alt="" class="wp-image-17938" style="width:400px" srcset="https://acsmediakit.org/app/uploads/2024/09/Thomas-Labuzienski-senior-marketing-communication-manager-at-Microsoft-1024x683.jpg 1024w, https://acsmediakit.org/app/uploads/2024/09/Thomas-Labuzienski-senior-marketing-communication-manager-at-Microsoft-300x200.jpg 300w, https://acsmediakit.org/app/uploads/2024/09/Thomas-Labuzienski-senior-marketing-communication-manager-at-Microsoft-768x512.jpg 768w, https://acsmediakit.org/app/uploads/2024/09/Thomas-Labuzienski-senior-marketing-communication-manager-at-Microsoft-270x180.jpg 270w, https://acsmediakit.org/app/uploads/2024/09/Thomas-Labuzienski-senior-marketing-communication-manager-at-Microsoft.jpg 1200w" sizes="(max-width: 1024px) 100vw, 1024px" /><figcaption class="wp-element-caption">Thomas shares his unique perspective as a marketer who recently and very successfully introduced<a href="https://cen.acs.org/sponsored-content/accelerating-discovery-with-azure-quantum-elements.html"> Microsoft Azure Quantum Elements</a> to the chemistry and materials science audiences.</figcaption></figure></div>


<h3 class="wp-block-heading"><strong>Marketers should invest in personal connections.</strong> </h3>



<p>Trade shows continue to dominate science marketing budgets for their ability to drive customer relationships and sales. For science marketers with limited budgets, LinkedIn or small in-person events also create excellent opportunities to engage, demonstrate genuine care, and foster meaningful thought leadership discussions. Additionally, interactive digital events such as webinars with Q&amp;A sessions provide a cost-effective and scalable way to create authentic connections and facilitate two-way dialogue.</p>



<h3 class="wp-block-heading"><strong>Storytelling is crucial to bringing a new product to market.</strong> </h3>



<p>While listing features and capabilities is essential, they only resonate when <a href="https://acsmediakit.org/blog/how-to-use-storytelling-to-make-a-case-for-technological-transformation-tips-from-cen-brandlabs-senior-editor/" data-type="post" data-id="16253">framed within a compelling narrative</a>. By illustrating how your product addresses a real, significant problem that people care about, you can engage your audience on a deeper level. This approach not only helps build your brand but also generates leads and drives sales.</p>



<hr class="wp-block-separator has-alpha-channel-opacity"/>



<h2 class="wp-block-heading" id="7-brand-content-is-everywhere-heres-how-to-make-yours-stand-out-">Brand Content is Everywhere. Here&#8217;s How To Make Yours Stand Out.</h2>



<p>The grand finale of &#8220;Marketing on the Edge&#8221; featured an enlightening session with <a href="https://acsmediakit.org/cen-brandlab-custom-content-guide/" data-type="page" data-id="16975">C&amp;EN BrandLab</a> Executive Editor <strong>Shane Hanlon</strong>, filled with examples of how science brands can stand out in a crowded landscape and create engaging content. Moderated by <strong>Natalia Bokhari</strong>, ACS senior manager of revenue marketing and operations, the discussion highlighted case studies on crafting captivating content and demonstrated how BrandLab helps clients achieve superior ROI. Here are some key takeaways:</p>


<div class="wp-block-image">
<figure class="alignright size-large is-resized"><img loading="lazy" decoding="async" width="1024" height="683" src="https://acsmediakit.org/app/uploads/2024/09/Shane-Hanlon-CEN-BrandLab-1024x683.jpg" alt="" class="wp-image-17940" style="width:400px" srcset="https://acsmediakit.org/app/uploads/2024/09/Shane-Hanlon-CEN-BrandLab-1024x683.jpg 1024w, https://acsmediakit.org/app/uploads/2024/09/Shane-Hanlon-CEN-BrandLab-300x200.jpg 300w, https://acsmediakit.org/app/uploads/2024/09/Shane-Hanlon-CEN-BrandLab-768x512.jpg 768w, https://acsmediakit.org/app/uploads/2024/09/Shane-Hanlon-CEN-BrandLab-270x180.jpg 270w, https://acsmediakit.org/app/uploads/2024/09/Shane-Hanlon-CEN-BrandLab.jpg 1200w" sizes="(max-width: 1024px) 100vw, 1024px" /><figcaption class="wp-element-caption">Shane highlights BrandLab’s unique edge: blending <a href="https://acsmediakit.org/blog/chemists-stories-how-to-integrate-their-voices-into-your-marketing/">communication science and storytelling</a> to build trust and create tailored content science audiences actually want to read.</figcaption></figure></div>


<h3 class="wp-block-heading"><strong>Effective content requires both a strong message and a deep understanding of your audience. </strong></h3>



<p>Telling a great story and having a strong message is important, but if you don&#8217;t know who you&#8217;re communicating with, it falls flat. It&#8217;s not enough to have a compelling message; you need to understand the audience you&#8217;re delivering it to. Always tailor your content to your audience, no matter who you&#8217;re talking to.</p>



<h3 class="wp-block-heading"><strong>Small custom touches can have a significant impact.</strong></h3>



<p>For example, simply updating an eBook cover to something more engaging led to more leads for a BrandLab client. Similarly, switching the narrative style of a white paper to focus on a key partnership rather than the usual style of heavy scientific citations helped another client exceed their lead generation goals in no time.&nbsp;</p>



<div class="wp-block-group quote-group has-background" style="background-color:#e1e2fa70"><div class="wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained">
<p class="quote">There’s a science behind personal narrative and injecting those voices in there and how it resonates with folks and how people trust one another and how they trust the content we’re coming out with because of that. That mix is something we really put first. We really care about that message and how we’re communicating and the trust we’re putting in there.&#8221;</p>



<p class="has-text-align-right quote-name">– Shane Hanlon, C&amp;EN BandLab</p>
</div></div>



<h3 class="wp-block-heading"><strong>Avoid creating one-off pieces of content. </strong></h3>



<p>When you create a single piece of custom content for an audience, they may find it interesting. But, if that&#8217;s the only time that audience sees your brand associated with or talking about that topic, it&#8217;s less likely to resonate with them. A truly robust custom campaign with <a href="https://acsmediakit.org/blog/heres-why-you-need-a-full-funnel-strategy-to-power-your-science-marketing/">multiple touchpoints</a> allows you to tell a more meaningful story and helps your company achieve long-term, quality engagement.</p>



<hr class="wp-block-separator has-alpha-channel-opacity"/>



<h2 class="wp-block-heading" id="photos">Thank you for supporting our &#8220;Marketing on the Edge&#8221; Science Marketing Event!</h2>



<p>We want to extend our heartfelt gratitude to our incredible speakers and attendees—your invaluable expertise and engaging questions made <a href="https://acsmediakit.org/marketing-on-the-edge/" data-type="page" data-id="17664">&#8220;Marketing on the Edge&#8221;</a> a resounding success. Thank you for being part of this community. We look forward to welcoming you to our future events.</p>


<div class="ub_image_slider swiper-container wp-block-ub-image-slider" id="ub_image_slider_14a386f8-21b2-47b0-ab83-dfb5706fc9c2" data-swiper-data='{"speed":300,"spaceBetween":20,"slidesPerView":1,"loop":true,"pagination":{"el": ".swiper-pagination" , "type": "bullets", "clickable":true}
            ,"navigation": {"nextEl": ".swiper-button-next", "prevEl": ".swiper-button-prev"}, "keyboard": { "enabled": true },
            "effect": "slide","autoplay":{"delay": 3000}}'><div class="swiper-wrapper"><figure class="swiper-slide">
        <img decoding="async" src="https://acsmediakit.org/app/uploads/2024/09/Marketing_Denver-022.jpg" alt=""><figcaption class="ub_image_slider_image_caption"> </figcaption></figure><figure class="swiper-slide">
        <img decoding="async" src="https://acsmediakit.org/app/uploads/2024/09/Marketing_Denver-016.jpg" alt=""><figcaption class="ub_image_slider_image_caption"> </figcaption></figure><figure class="swiper-slide">
        <img decoding="async" src="https://acsmediakit.org/app/uploads/2024/09/Marketing_Denver-032.jpg" alt=""><figcaption class="ub_image_slider_image_caption"> </figcaption></figure><figure class="swiper-slide">
        <img decoding="async" src="https://acsmediakit.org/app/uploads/2024/09/Marketing_Denver-075-1.jpg" alt=""><figcaption class="ub_image_slider_image_caption"> </figcaption></figure><figure class="swiper-slide">
        <img decoding="async" src="https://acsmediakit.org/app/uploads/2024/09/Marketing_Denver-085-1.jpg" alt=""><figcaption class="ub_image_slider_image_caption"> </figcaption></figure><figure class="swiper-slide">
        <img decoding="async" src="https://acsmediakit.org/app/uploads/2024/09/Marketing_Denver-108.jpg" alt=""><figcaption class="ub_image_slider_image_caption"> </figcaption></figure><figure class="swiper-slide">
        <img decoding="async" src="https://acsmediakit.org/app/uploads/2024/09/Marketing_Denver-115.jpg" alt=""><figcaption class="ub_image_slider_image_caption"> </figcaption></figure><figure class="swiper-slide">
        <img decoding="async" src="https://acsmediakit.org/app/uploads/2024/09/Marketing_Denver-116.jpg" alt=""><figcaption class="ub_image_slider_image_caption"> </figcaption></figure><figure class="swiper-slide">
        <img decoding="async" src="https://acsmediakit.org/app/uploads/2024/09/Marketing_Denver-129.jpg" alt=""><figcaption class="ub_image_slider_image_caption"> </figcaption></figure><figure class="swiper-slide">
        <img decoding="async" src="https://acsmediakit.org/app/uploads/2024/09/Marketing_Denver-144.jpg" alt=""><figcaption class="ub_image_slider_image_caption"> </figcaption></figure><figure class="swiper-slide">
        <img decoding="async" src="https://acsmediakit.org/app/uploads/2024/09/Marketing_Denver-165.jpg" alt=""><figcaption class="ub_image_slider_image_caption"> </figcaption></figure><figure class="swiper-slide">
        <img decoding="async" src="https://acsmediakit.org/app/uploads/2024/09/Marketing_Denver-164.jpg" alt=""><figcaption class="ub_image_slider_image_caption"> </figcaption></figure><figure class="swiper-slide">
        <img decoding="async" src="https://acsmediakit.org/app/uploads/2024/09/Marketing_Denver-153.jpg" alt=""><figcaption class="ub_image_slider_image_caption"> </figcaption></figure><figure class="swiper-slide">
        <img decoding="async" src="https://acsmediakit.org/app/uploads/2024/09/Marketing_Denver-175.jpg" alt=""><figcaption class="ub_image_slider_image_caption"> </figcaption></figure><figure class="swiper-slide">
        <img decoding="async" src="https://acsmediakit.org/app/uploads/2024/09/Marketing_Denver-188.jpg" alt=""><figcaption class="ub_image_slider_image_caption"> </figcaption></figure><figure class="swiper-slide">
        <img decoding="async" src="https://acsmediakit.org/app/uploads/2024/09/Marketing_Denver-214.jpg" alt=""><figcaption class="ub_image_slider_image_caption"> </figcaption></figure><figure class="swiper-slide">
        <img decoding="async" src="https://acsmediakit.org/app/uploads/2024/09/Marketing_Denver-232.jpg" alt=""><figcaption class="ub_image_slider_image_caption"> </figcaption></figure><figure class="swiper-slide">
        <img decoding="async" src="https://acsmediakit.org/app/uploads/2024/09/Marketing_Denver-253.jpg" alt=""><figcaption class="ub_image_slider_image_caption"> </figcaption></figure><figure class="swiper-slide">
        <img decoding="async" src="https://acsmediakit.org/app/uploads/2024/09/Marketing_Denver-278.jpg" alt=""><figcaption class="ub_image_slider_image_caption"> </figcaption></figure><figure class="swiper-slide">
        <img decoding="async" src="https://acsmediakit.org/app/uploads/2024/09/Marketing_Denver-323.jpg" alt=""><figcaption class="ub_image_slider_image_caption"> </figcaption></figure><figure class="swiper-slide">
        <img decoding="async" src="https://acsmediakit.org/app/uploads/2024/09/Marketing_Denver-351.jpg" alt=""><figcaption class="ub_image_slider_image_caption"> </figcaption></figure><figure class="swiper-slide">
        <img decoding="async" src="https://acsmediakit.org/app/uploads/2024/09/Marketing_Denver-356.jpg" alt=""><figcaption class="ub_image_slider_image_caption"> </figcaption></figure><figure class="swiper-slide">
        <img decoding="async" src="https://acsmediakit.org/app/uploads/2024/09/Marketing_Denver-406.jpg" alt=""><figcaption class="ub_image_slider_image_caption"> </figcaption></figure><figure class="swiper-slide">
        <img decoding="async" src="https://acsmediakit.org/app/uploads/2024/09/Marketing_Denver-393.jpg" alt=""><figcaption class="ub_image_slider_image_caption"> </figcaption></figure><figure class="swiper-slide">
        <img decoding="async" src="https://acsmediakit.org/app/uploads/2024/09/Marketing_Denver-301.jpg" alt=""><figcaption class="ub_image_slider_image_caption"> </figcaption></figure></div><div class="swiper-pagination"></div>
       <div class="swiper-button-prev"></div> <div class="swiper-button-next"></div>
        </div>


<p class="has-text-align-center">Photos by Rouba Abou Chabke, <a href="http://truebyrou.com/" target="_blank" rel="noreferrer noopener">truebyrou</a></p>



<h2 class="wp-block-heading group-padding has-white-color has-text-color has-background has-link-color wp-elements-8cb2ebc9964c465faf87ec453b0ed73c" style="background-color:#342c76"><strong>Subscribe for More &#8220;Marketing on the Edge&#8221; Content</strong></h2>



<div class="wp-block-group group-padding has-background" style="background-color:#e1e2fa70"><div class="wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained">
<p>Can&#8217;t get enough? We&#8217;ll share more event content, including videos, on the <a href="https://acsmediakit.org/blog/" data-type="page" data-id="16">Marketing Elements blog</a> and newsletter. <a href="https://acsmediakit.org/subscribe/">Subscribe here</a> to stay updated with the latest trends and strategies in science marketing. By subscribing, you will also receive invitations to future science marketing events, ensuring that you stay at the forefront of this rapidly evolving industry.</p>
</div></div>
]]></content:encoded>
					
					<wfw:commentRss>https://acsmediakit.org/blog/navigating-change-key-insights-from-marketing-on-the-edge-science-marketing-event/feed/</wfw:commentRss>
			<slash:comments>0</slash:comments>
		
		
			</item>
		<item>
		<title>How to Get Started on Social Media for Scientists</title>
		<link>https://acsmediakit.org/blog/how-to-get-started-on-social-media-for-scientists/</link>
					<comments>https://acsmediakit.org/blog/how-to-get-started-on-social-media-for-scientists/#respond</comments>
		
		<dc:creator><![CDATA[C&#38;EN Media Group]]></dc:creator>
		<pubDate>Wed, 29 Nov 2023 21:44:43 +0000</pubDate>
				<category><![CDATA[Best Practices]]></category>
		<category><![CDATA[Digital Strategies]]></category>
		<category><![CDATA[content marketing]]></category>
		<category><![CDATA[marketing to scientists]]></category>
		<category><![CDATA[science marketing]]></category>
		<category><![CDATA[social media]]></category>
		<guid isPermaLink="false">https://acsmediakit.org/?p=17376</guid>

					<description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time:</span> <span class="rt-time">6</span> <span class="rt-label rt-postfix">minutes</span></span> Social media is one of the most powerful tools the average person can use to spread ideas, build a business, or expand their professional network. This is even true for chemistry and life science social media – you can use these platforms to share your research, keep up with advancements in the field, and find [&#8230;]]]></description>
										<content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time:</span> <span class="rt-time">6</span> <span class="rt-label rt-postfix">minutes</span></span>
<style>
.line img { border: 1px solid #b9b9b9;}
.wp-element-caption {text-align: center!important; font-size: 16px; }
.content-holder a {
font-weight: bold;
}
#content h3{ text-align: left!important; font-size: 24px; margin-bottom: 0px; padding: 20px; font-weight: bold;}
.bullet-wrap li {list-style-position: outside !important; margin-bottom: 10px; }
.group-padding {
padding: 20px;
}
.rounded-border img {border-radius: 15px;
  border: 1px solid #CFD9DE;
  padding: 5px;
  }


</style>



<hr class="wp-block-separator has-alpha-channel-opacity"/>



<p>Social media is one of the most powerful tools the average person can use to spread ideas, build a business, or expand their professional network. This is even true for chemistry and life science social media – you can use these platforms to share your research, keep up with advancements in the field, and find opportunities for collaboration. In fact, it’s estimated that <a href="https://www.searchlogistics.com/learn/statistics/social-media-user-statistics/">over 4 billion people are using social media</a>, so you are bound to find your audience there somewhere!&nbsp;</p>



<p>But where do we begin? Social media changes so rapidly it can feel intimidating. Luckily there are certainly universal tips that will help you no matter what. This guide will explain how to get started on social media for scientists.</p>



<h2 class="wp-block-heading"><strong>What Are Your Goals?</strong></h2>



<p>Before you even set up a personal or business social profile, it’s important to map out your priorities. Take a step back and think through this seemingly simple question: what are you trying to accomplish?&nbsp;</p>



<h3 class="wp-block-heading has-white-color has-text-color has-background" style="background-color:#a1a7d6">Social Media Goals to Consider</h3>



<div class="wp-block-group group-padding has-background" style="background-color:#eeeefc"><div class="wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained">
<p><strong>Here are some possibilities:</strong></p>



<ul class="bullet-wrap">
<li>Launch a business</li>



<li>Network with others</li>



<li>Keep up with literature trends</li>



<li>Draw attention to your research</li>



<li>Raise awareness about your brand or a social issue</li>
</ul>
</div></div>



<div style="height:23px" aria-hidden="true" class="wp-block-spacer"></div>



<p>How you spend your time on social media should be aligned with your objectives. For example if your goal is to develop your professional network, you should spend plenty of time reading and commenting on posts from others in a similar spot in their career as you. On the other hand, if you want to start a business, you should prioritize creating content that will attract potential clients.</p>



<p>You do not need to have a single goal at first, but more focus will generally lead to better results. It will also significantly impact how you will engage in social media and what network you use.</p>



<h2 class="wp-block-heading"><strong>Picking a Platform</strong></h2>



<p>For several years, there were three main social media networks: Facebook, Twitter, and Instagram. These days the social media landscape is constantly shifting. While there are <a href="https://www.similarweb.com/top-websites/computers-electronics-and-technology/social-networks-and-online-communities/">a lot of networks</a>, it is usually best to pick one and focus your energy there. It takes a lot of effort to master even one platform, and spreading yourself too thin is a recipe for limited impact and burnout.</p>



<h3 class="wp-block-heading has-white-color has-text-color has-background" style="background-color:#a1a7d6">Which network should you choose? </h3>



<div class="wp-block-group group-padding has-background" style="background-color:#eeeefc"><div class="wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained">
<p><strong><strong>Here are some factors to consider:</strong> </strong></p>



<ul class="bullet-wrap">
<li><strong>Most common types of content</strong>: Instagram likes images, TikTok likes short videos, X (formerly Twitter) and Threads likes short text, etc. Pick a platform that aligns with the content you want to create.</li>



<li><strong>Your audience</strong>: who are you trying to reach, and which platform do they tend to use the most? As the saying goes, fish where the fish are. Audience research tools such as <a href="https://sparktoro.com/">SparkToro</a> may be helpful here.</li>



<li><strong>Level of moderation</strong>: X is permissive, TikTok is strict, and everything else falls in the middle. While most science-related content will be acceptable anywhere, you shouldn’t build on a platform where you disagree with the underlying values.</li>
</ul>
</div></div>



<div style="height:23px" aria-hidden="true" class="wp-block-spacer"></div>


<div class="wp-block-image">
<figure class="alignright size-full is-resized"><img loading="lazy" decoding="async" width="770" height="521" src="https://acsmediakit.org/app/uploads/2023/11/Connecting-with-a-science-audience-on-linkedin.png" alt="" class="wp-image-17388" style="aspect-ratio:1.4779270633397312;object-fit:cover;width:400px" srcset="https://acsmediakit.org/app/uploads/2023/11/Connecting-with-a-science-audience-on-linkedin.png 770w, https://acsmediakit.org/app/uploads/2023/11/Connecting-with-a-science-audience-on-linkedin-300x203.png 300w, https://acsmediakit.org/app/uploads/2023/11/Connecting-with-a-science-audience-on-linkedin-768x520.png 768w, https://acsmediakit.org/app/uploads/2023/11/Connecting-with-a-science-audience-on-linkedin-270x183.png 270w" sizes="(max-width: 770px) 100vw, 770px" /><figcaption class="wp-element-caption"><a href="https://acsmediakit.org/blog/connecting-with-a-science-audience-on-linkedin/">Read our guide</a> on how to connect with a science audience on LinkedIn.</figcaption></figure></div>


<p>You ultimately want to find a platform that you enjoy using. Social media is a marathon, not a sprint, and staying active on a network you don’t like is hard. It will feel strange when you start on a new platform, but if you still aren’t enjoying the network after a month or two, it probably isn’t a good fit for you.</p>



<p><a href="https://acsmediakit.org/blog/connecting-with-a-science-audience-on-linkedin/">LinkedIn</a> is a good choice if you want to get involved in chemistry or life science social media. It is a professional social platform, which means most folks are looking to network or learn about industry trends. </p>



<p>LinkedIn allows for a wide range of content, so you can be flexible. Profiles are also connected to an employer or school, which means people rarely engage in harassment or share inappropriate content.</p>



<h2 class="wp-block-heading"><strong>Finding Your Focus</strong></h2>



<p>Now that we have picked a platform, it’s time to choose a focus.</p>


<div class="wp-block-image">
<figure class="alignright size-full is-resized"><img loading="lazy" decoding="async" width="700" height="700" src="https://acsmediakit.org/app/uploads/2023/11/Social-Media-Focus-Graphic-700-x-700-1.png" alt="" class="wp-image-17390" style="width:400px" srcset="https://acsmediakit.org/app/uploads/2023/11/Social-Media-Focus-Graphic-700-x-700-1.png 700w, https://acsmediakit.org/app/uploads/2023/11/Social-Media-Focus-Graphic-700-x-700-1-300x300.png 300w, https://acsmediakit.org/app/uploads/2023/11/Social-Media-Focus-Graphic-700-x-700-1-150x150.png 150w, https://acsmediakit.org/app/uploads/2023/11/Social-Media-Focus-Graphic-700-x-700-1-239x239.png 239w" sizes="(max-width: 700px) 100vw, 700px" /></figure></div>


<p>Why is this necessary? Let’s imagine two accounts. The first one jumps between medicinal chemistry, astrophysics, geoengineering, and more. The second one focuses only on medicinal chemistry.</p>



<p>In theory, the first account should have broader appeal because it covers a wider range of topics. In practice, people mostly prefer following specialists because they want to learn from and connect with real experts. Who would you be more likely to connect with if you only cared about medicinal chemistry? Even if you did follow the generalist account, you might unfollow them once you realize most of their content isn’t relevant to you.</p>



<p>How do you pick a focus? This will ultimately depend on your priorities. Start by considering the intersection of what you are interested in, know a lot about, and aligns with your goals.</p>



<p>It is also best to have a <a href="https://buffer.com/library/social-media-marketing-voice-and-tone/">consistent tone and voice</a>. If one post is silly, another serious, and the next is provocative, your followers might find this unusual. Some range is normal, but you shouldn’t sound like a different person each time you log on.</p>


<div class="wp-block-image rounded-border">
<figure class="alignright size-full is-resized"><a href="https://twitter.com/CarinaCrucho/status/1726551392532467759"><img loading="lazy" decoding="async" width="770" height="614" src="https://acsmediakit.org/app/uploads/2023/11/chemistwhocook-tweet-2-1-1.png" alt="" class="wp-image-17385" style="width:400px" srcset="https://acsmediakit.org/app/uploads/2023/11/chemistwhocook-tweet-2-1-1.png 770w, https://acsmediakit.org/app/uploads/2023/11/chemistwhocook-tweet-2-1-1-300x239.png 300w, https://acsmediakit.org/app/uploads/2023/11/chemistwhocook-tweet-2-1-1-768x612.png 768w, https://acsmediakit.org/app/uploads/2023/11/chemistwhocook-tweet-2-1-1-270x215.png 270w" sizes="(max-width: 770px) 100vw, 770px" /></a></figure></div>


<p>While a consistent topic and tone are good, you shouldn’t be a one-dimensional robot. You may be an expert in materials engineering or theoretical chemistry, but you are still a human. If you want, post about movies, technology, work, family, or hobbies! In fact, <a href="https://twitter.com/hashtag/ChemistsWhoCook?src=hashtag_click">#ChemistsWhoCook</a>&nbsp;on X was born out of chemists who share a passion for the culinary arts.</p>



<p>Finding a balance between the personal and professional will probably take experimentation – remember your objective and ensure your approach makes sense.</p>



<h2 class="wp-block-heading"><strong>Posting About Politics</strong></h2>



<p>Politics is a more nuanced issue. Everyone is entitled to their opinions, and you can use social media to complain about or celebrate the day’s news. In fact, there are plenty of political topics where science plays a role &#8211; having experts engage with the public is vital!</p>



<p>But be thoughtful about how you discuss politics online. If you are building your scientific reputation online, you should use your real name and photo, meaning any comments you make could get back to your company. While there are plenty of people online who make comments that are vicious or crude, you need to maintain professionalism.</p>



<p>Ask yourself, “What would my boss/client say if they saw this post?” If they would be unhappy, you should keep it in your drafts.</p>



<p>Unfortunately, some people &#8211; especially minorities and women &#8211; are harassed on social media, particularly when sharing political opinions. By sticking to social networks with stricter moderation, you can hopefully protect yourself and business from this type of abuse.&nbsp;</p>



<h2 class="wp-block-heading"><strong>Building Your Social Network of Scientists</strong></h2>



<p>Now that you have a plan, what should you actually&nbsp;<em><strong>do</strong></em>? The specifics will depend on your goals and the platform you are using, but some general tips will be helpful no matter what.</p>



<p>First, remember that this is&nbsp;<strong><em>social</em>&nbsp;</strong>media. Do not use your account only as a megaphone. Find people who fit your target audience, follow them, and start commenting, liking, and sharing their material. Over time you will build relationships, which should lead to more engagement on your posts. When people comment on your posts, be sure to respond!</p>


<div class="wp-block-image rounded-border">
<figure class="alignright size-full is-resized"><img loading="lazy" decoding="async" width="770" height="987" src="https://acsmediakit.org/app/uploads/2023/11/Sigma-Aldrich-Example.png" alt="" class="wp-image-17410" style="width:400px" srcset="https://acsmediakit.org/app/uploads/2023/11/Sigma-Aldrich-Example.png 770w, https://acsmediakit.org/app/uploads/2023/11/Sigma-Aldrich-Example-234x300.png 234w, https://acsmediakit.org/app/uploads/2023/11/Sigma-Aldrich-Example-768x984.png 768w, https://acsmediakit.org/app/uploads/2023/11/Sigma-Aldrich-Example-186x239.png 186w" sizes="(max-width: 770px) 100vw, 770px" /><figcaption class="wp-element-caption">Sigma-Aldrich is a <a href="https://acsmediakit.org/blog/blog-inspirational-science-social-media-accounts/">great example of a science brand using social media well</a>. The company uses a combination of humor and geeky science posts to generate a substantial following on X.</figcaption></figure></div>


<p>Avoid being too pushy or promotional. If you only post about how amazing your products are or how clever your research is, people will find you annoying. Don’t “<a href="https://www.growthmentor.com/glossary/pitch-slap/">pitch slap</a>” people, where you immediately try to sell something after connecting.</p>



<p>Consistency is also key. You need to show up on your network regularly to build a following. The optimum regularity varies by platform, but the more often you post, the better. When you start, you should set a simple goal to avoid burnout and ramp up frequency over time.</p>



<p>But it’s not enough to show up – you must deliver quality content to your followers. What would your target audience be interested in? As a scientist on social media, you will need to balance how technical to be. Sharing cutting-edge scientific results can be interesting, but even experts don’t like posts packed with technical jargon.</p>



<p>Finally, you should experiment! As a scientist, you should understand that trial and error is the key to improvement. Of course, you can’t run a double-blind clinical trial on your social media followers (no matter how much you want to), but you can try things out, review results, iterate, and figure out what your audience responds to.</p>



<p>Want to see how science companies are using social media? <a href="https://acsmediakit.org/blog/blog-inspirational-science-social-media-accounts/">Check out these examples</a>.</p>



<h2 class="wp-block-heading"><strong>Succeeding in Life Science Social Media</strong></h2>



<p>Wait, we are supposed to connect with others, maintain frequency and quality, while experimenting? Isn’t that a lot of work? Yes. If it were easy, everyone would do it.</p>



<p>At the same time, this “work” can be fun! It’s incredibly rewarding to connect with people from around the world that share your interests, land a client because of a connection, or have a co-worker compliment your social posts. Just the process of building, participating in a community, and sharing your thoughts can unlock your creativity in surprising ways.</p>



<p>And the best part? This opportunity is available to anyone willing to put in the effort.</p>
]]></content:encoded>
					
					<wfw:commentRss>https://acsmediakit.org/blog/how-to-get-started-on-social-media-for-scientists/feed/</wfw:commentRss>
			<slash:comments>0</slash:comments>
		
		
			</item>
		<item>
		<title>Social Media Inspiration: Science Companies Doing It Right</title>
		<link>https://acsmediakit.org/blog/blog-inspirational-science-social-media-accounts/</link>
					<comments>https://acsmediakit.org/blog/blog-inspirational-science-social-media-accounts/#respond</comments>
		
		<dc:creator><![CDATA[C&#38;EN Media Group]]></dc:creator>
		<pubDate>Wed, 29 Nov 2023 21:37:43 +0000</pubDate>
				<category><![CDATA[Digital Strategies]]></category>
		<category><![CDATA[Most Popular]]></category>
		<category><![CDATA[White Papers]]></category>
		<category><![CDATA[content marketing]]></category>
		<category><![CDATA[marketing to scientists]]></category>
		<category><![CDATA[science marketing]]></category>
		<category><![CDATA[social media]]></category>
		<category><![CDATA[social media advertising]]></category>
		<guid isPermaLink="false">https://acsmediakit.org/?p=14517</guid>

					<description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time:</span> <span class="rt-time">7</span> <span class="rt-label rt-postfix">minutes</span></span> When it comes to digital marketing in the science industry, social media can be a key component to building and maintaining your brand. To gain and retain customers and followers, staying on top of today’s latest trends is crucial. Producing themed posts for specific days of the week, coming up with creative ways to showcase [&#8230;]]]></description>
										<content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time:</span> <span class="rt-time">7</span> <span class="rt-label rt-postfix">minutes</span></span>
<style>
blockquote {background: #fff!important; }
.rounded-border img {border-radius: 15px;
  border: 1px solid #CFD9DE;
  padding: 5px;
  }
.wp-element-caption {text-align: center!important; font-size: 16px; }
.content-holder a {
font-weight: bold;
}
</style>



<hr class="wp-block-separator has-css-opacity"/>



<p>When it comes to digital marketing in the science industry, social media can be a key component to building and maintaining your brand.</p>



<p>To gain and retain customers and followers, staying on top of today’s latest trends is crucial. Producing themed posts for specific days of the week, coming up with creative ways to showcase your company and products, and leveraging sponsorships and collaborations with others, are just a few ways to ramp up your social media presence.</p>



<p>Read below to find out which companies are leading the way when it comes to their social media content and tactics in the science space.</p>



<h2 class="wp-block-heading"><strong>Sigma-Aldrich – Engaging your Social Media Audience on X (Twitter)</strong></h2>



<p><a href="https://twitter.com/SigmaAldrich">Sigma-Aldrich</a> is easily one of the best science brands on X (formerly Twitter). They have used a combination of humor and geeky science posts to generate a substantial following.</p>



<figure class="wp-block-embed aligncenter is-type-rich is-provider-twitter wp-block-embed-twitter"><div class="wp-block-embed__wrapper">
<blockquote class="twitter-tweet" data-width="550" data-dnt="true"><p lang="en" dir="ltr">Ok this is cool <a href="https://t.co/jLySuyPxMu">https://t.co/jLySuyPxMu</a></p>&mdash; Sigma-Aldrich (@SigmaAldrich) <a href="https://twitter.com/SigmaAldrich/status/1644336239577841669?ref_src=twsrc%5Etfw">April 7, 2023</a></blockquote><script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>
</div></figure>



<p>One of Sigma-Aldrich’s strengths is the comments. Many corporate accounts on X are “set it and forget it,” where posts are scheduled in advance, and there is little active usage. Sigma-Aldrich shows there is a lot of value from more direct engagement. </p>



<figure class="wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter"><div class="wp-block-embed__wrapper">
https://twitter.com/SigmaAldrich/status/1683535971109748736
</div></figure>



<p>Perhaps what is most impressive about their work is how these posts tie back to the Sigma-Aldrich brand without being too pushy. An example is the “assorted chocolates” giveaways, which are packaged in a white bottle with a red cap.</p>



<figure class="wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter"><div class="wp-block-embed__wrapper">
https://twitter.com/SigmaAldrich/status/1677316543342944256
</div></figure>



<p>This same bottle is used to store many of the chemicals Sigma-Aldrich sells. They are all over many chemistry and biology labs, but scientists may not recognize them as Sigma-Aldrich containers. These contests remind scientists about Sigma-Aldrich’s role in their everyday research by drawing attention to these bottles.</p>



<h2 class="wp-block-heading"><strong>Insilico Medicine – Thought Leadership Synergy on LinkedIn</strong></h2>



<p><a href="https://www.linkedin.com/company/in-silico-medicine/">Insilico Medicine</a> has 39,000 followers on LinkedIn but only about 240 employees. That ratio – over 100 followers per employee – is exceptional. How can a company so small have such an enormous impact?</p>



<p>Looking at the posts, it is clear this profile isn’t just a bulletin board for sharing the latest company press release. They regularly write detailed posts on complex scientific topics such as AI in drug discovery, offering real value to readers trying to keep up with the latest developments in these fast-moving fields. It helps that Insilico Medicine’s specialty is trendy at the moment, but someone still has to put in the effort to write thoughtful posts multiple times per week.</p>



<figure class="wp-block-image size-large rounded-border"><a href="https://www.linkedin.com/posts/in-silico-medicine_alphafold-deepmind-ai-activity-7092528649995763712-W0jo/?utm_source=share&amp;utm_medium=member_desktop" target="_blank" rel="noreferrer noopener"><img loading="lazy" decoding="async" width="641" height="1024" src="https://acsmediakit.org/app/uploads/2023/11/Insilico-Medicine-LinkedIn-Ex-1-641x1024.png" alt="" class="wp-image-17397" srcset="https://acsmediakit.org/app/uploads/2023/11/Insilico-Medicine-LinkedIn-Ex-1-641x1024.png 641w, https://acsmediakit.org/app/uploads/2023/11/Insilico-Medicine-LinkedIn-Ex-1-188x300.png 188w, https://acsmediakit.org/app/uploads/2023/11/Insilico-Medicine-LinkedIn-Ex-1-768x1227.png 768w, https://acsmediakit.org/app/uploads/2023/11/Insilico-Medicine-LinkedIn-Ex-1-150x239.png 150w, https://acsmediakit.org/app/uploads/2023/11/Insilico-Medicine-LinkedIn-Ex-1.png 826w" sizes="(max-width: 641px) 100vw, 641px" /></a></figure>



<div style="height:24px" aria-hidden="true" class="wp-block-spacer"></div>



<p>But to fully understand their success, you need to look beyond Insilico’s company page. You also need to look at founder and CEO&nbsp;<a href="https://www.linkedin.com/in/zhavoronkov/" target="_blank" rel="noreferrer noopener">Alex Zhavoronkov&#8217;s</a> more than 40,000 followers! How did he do that? He posts regularly, discussing AI, medicine, and technology more generally. There is no trick, just putting in the time while offering an interesting perspective and relevant expertise.</p>



<p>The synergy between these two accounts is also executed well. Some company profiles can feel like a fan page for a company’s founder, where every post links to their latest podcast appearance or interview. Insilico Medicine and Alex do reshare each other’s posts, but not so often that it feels uncomfortable.</p>



<h2 class="wp-block-heading"><strong>IKA – Sharing the Beauty of Chemistry</strong></h2>



<p>Of course, there are a lot of companies that don’t work in trendy fields like AI drug discovery. Can social media help science companies that aren’t focused on thought leadership?</p>



<p><a href="https://www.instagram.com/ikaworldwide/">IKA</a>&nbsp;sells stir plates, heating mantles, pipettes, and other everyday laboratory equipment. The company has been around for over 100 years but is smaller than many of its competitors. One of the tools they use to level up their impact is their Instagram account, where they have racked up over 42,000 followers.</p>



<figure class="wp-block-image size-full rounded-border"><a href="https://www.instagram.com/p/CstiJOeOMpC/" target="_blank" rel="noreferrer noopener"><img loading="lazy" decoding="async" width="770" height="521" src="https://acsmediakit.org/app/uploads/2023/11/IKA-Instagram-example-1.png" alt="" class="wp-image-17398" srcset="https://acsmediakit.org/app/uploads/2023/11/IKA-Instagram-example-1.png 770w, https://acsmediakit.org/app/uploads/2023/11/IKA-Instagram-example-1-300x203.png 300w, https://acsmediakit.org/app/uploads/2023/11/IKA-Instagram-example-1-768x520.png 768w, https://acsmediakit.org/app/uploads/2023/11/IKA-Instagram-example-1-270x183.png 270w" sizes="(max-width: 770px) 100vw, 770px" /></a></figure>



<div style="height:27px" aria-hidden="true" class="wp-block-spacer"></div>



<p>Their almost 10,000 posts are mostly reshares of beautiful or unusual-looking chemistry-related pictures and videos. It is a seemingly endless stream of glowing fluorescent liquids, pink crystals, kaleidoscopic silica columns, and more. IKA’s Instagram account is an excellent example of how a small company selling commoditized products can use social media to raise brand awareness.</p>



<figure class="wp-block-image size-full rounded-border"><a href="https://www.instagram.com/p/CpIQa11Ox3Y/?img_index=1" target="_blank" rel="noreferrer noopener"><img loading="lazy" decoding="async" width="770" height="521" src="https://acsmediakit.org/app/uploads/2023/11/IKA-Instagram-example-2.png" alt="" class="wp-image-17399" srcset="https://acsmediakit.org/app/uploads/2023/11/IKA-Instagram-example-2.png 770w, https://acsmediakit.org/app/uploads/2023/11/IKA-Instagram-example-2-300x203.png 300w, https://acsmediakit.org/app/uploads/2023/11/IKA-Instagram-example-2-768x520.png 768w, https://acsmediakit.org/app/uploads/2023/11/IKA-Instagram-example-2-270x183.png 270w" sizes="(max-width: 770px) 100vw, 770px" /></a></figure>



<h2 class="wp-block-heading"><strong>Collaborating with Influencers: Biohaven Pharmaceuticals</strong></h2>



<p><a href="https://startupbonsai.com/influencer-marketing-statistics/">According to Start Up Bonsai</a>, 80% of consumers have bought a product as the result of a recommendation from an influencer. Collaborating with well-known experts and public figures is an excellent way to increase brand awareness and tap into a broader audience. One example: <a href="https://www.biohavenpharma.com/">Biohaven Pharmaceuticals</a>, a clinical-stage biopharmaceutical company that targets neurological diseases and disorders, recently partnered with <a href="https://www.instagram.com/ocddoodles/">OCD Doodles</a>. </p>



<figure class="wp-block-image size-full rounded-border"><a href="https://www.instagram.com/p/CyD_bARIkfs/" target="_blank" rel="noreferrer noopener"><img loading="lazy" decoding="async" width="770" height="521" src="https://acsmediakit.org/app/uploads/2023/11/Biohaven-instagram-example2-1.png" alt="" class="wp-image-17403" srcset="https://acsmediakit.org/app/uploads/2023/11/Biohaven-instagram-example2-1.png 770w, https://acsmediakit.org/app/uploads/2023/11/Biohaven-instagram-example2-1-300x203.png 300w, https://acsmediakit.org/app/uploads/2023/11/Biohaven-instagram-example2-1-768x520.png 768w, https://acsmediakit.org/app/uploads/2023/11/Biohaven-instagram-example2-1-270x183.png 270w" sizes="(max-width: 770px) 100vw, 770px" /></a></figure>



<div style="height:19px" aria-hidden="true" class="wp-block-spacer"></div>



<p>The popular social media account is run by OCD advocate and scientist Dr. Laura Johnson who was diagnosed with obsessive-compulsive disorder (OCD) at the age of 29. Dr. Johnson <a href="https://www.instagram.com/p/CyD_bARIkfs/" target="_blank" rel="noreferrer noopener">took over the company&#8217;s Instagram feed for OCD awareness week</a> and shared about her life as an OCD advocate and method for creating awareness. </p>



<p>For more #inspo take a look at <a href="https://www.instagram.com/biohaven/">Biohaven Pharmaceuticals’ Instagram</a>.</p>



<h2 class="wp-block-heading"><strong>Getting Creative: Luminex and GlaxoSmithKline</strong></h2>



<p>Who says science can’t be fun? Science can be complicated, and the learning and understanding of some information may be overwhelming for followers that aren’t as immersed or familiar in the subject.</p>



<p>Biotech company, Luminex decided to have a little fun with their marketing and produced <a href="https://www.youtube.com/watch?v=DbrRZXjko28">a parody video</a> showcasing their xMAP® technology. Although Luminex’s xMAP® Technology is a rather complex subject, summing up the idea of the product using various well-known songs not only adds a fun twist to learning but creates more of a lasting impression.</p>


<div class="wp-block-image">
<figure class="alignleft size-large is-resized"><img loading="lazy" decoding="async" width="1024" height="576" src="https://acsmediakit.org/app/uploads/2021/10/Screen-Shot-2021-10-05-at-2.37.43-PM-2-1024x576.png" alt="" class="wp-image-14520" style="width:-454px;height:-255px" srcset="https://acsmediakit.org/app/uploads/2021/10/Screen-Shot-2021-10-05-at-2.37.43-PM-2-1024x576.png 1024w, https://acsmediakit.org/app/uploads/2021/10/Screen-Shot-2021-10-05-at-2.37.43-PM-2-300x169.png 300w, https://acsmediakit.org/app/uploads/2021/10/Screen-Shot-2021-10-05-at-2.37.43-PM-2-768x432.png 768w, https://acsmediakit.org/app/uploads/2021/10/Screen-Shot-2021-10-05-at-2.37.43-PM-2-1536x864.png 1536w, https://acsmediakit.org/app/uploads/2021/10/Screen-Shot-2021-10-05-at-2.37.43-PM-2-270x152.png 270w, https://acsmediakit.org/app/uploads/2021/10/Screen-Shot-2021-10-05-at-2.37.43-PM-2.png 1750w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure></div>


<p> In 2021, as the world adjusted to virtual meetings and interviews, global healthcare company GlaxoSmithKline seized the opportunity and poured their creativity into a video series called <a href="https://www.youtube.com/watch?v=5gM6UMN9Kh0&amp;t=256s" target="_blank" rel="noreferrer noopener">Science on the Sofa</a>. This series combines conversations on healthcare and science with experts and patients, all from the comfort of their own home. While it can’t replace in-person connection, finding ways to interact with industry peers at a time of social distancing was a great way to keep the conversations going.</p>



<p>For more #inspo, check out the <a href="https://www.linkedin.com/company/luminex-corporation/" target="_blank" rel="noreferrer noopener">Luminex</a> and <a href="https://www.linkedin.com/company/gsk/" target="_blank" rel="noreferrer noopener">GSK</a> LinkedIn accounts.</p>



<h2 class="wp-block-heading"><strong>Recurring Content: DeviceTalks</strong></h2>



<p>Just as the saying goes, consistency is key. Promoting a recurring theme on your company’s social media platforms can help drive consistent visits to your social channels.</p>



<p>Medtech and medical device industry publication <a href="https://www.devicetalks.com/" target="_blank" rel="noreferrer noopener">DeviceTalks</a>, produces a weekly series called <a href="https://twitter.com/DeviceTalks/status/1729166477486621087" target="_blank" rel="noreferrer noopener">DeviceTalks Tuesdays</a>, that features discussions and workshops for those interested in the Medtech industry. Having a stream of recurring content is an ideal strategy that can create buzz and anticipation for upcoming events. This series entices followers of DeviceTalks to not only participate in industry conversations, but to keep coming back for more content as it’s delivered once a week.</p>



<figure class="wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter"><div class="wp-block-embed__wrapper">
<blockquote class="twitter-tweet" data-width="550" data-dnt="true"><p lang="en" dir="ltr">Tomorrow, at 4:00 p.m., leaders from <a href="https://twitter.com/Flexintl?ref_src=twsrc%5Etfw">@Flexintl</a> will explain when to use reference design platforms to de-risk &amp; accelerate time to market &amp; state-of-the art tools like modeling, <a href="https://twitter.com/hashtag/simulation?src=hash&amp;ref_src=twsrc%5Etfw">#simulation</a>, <a href="https://twitter.com/hashtag/3Dprinting?src=hash&amp;ref_src=twsrc%5Etfw">#3Dprinting</a> &amp; <a href="https://twitter.com/hashtag/AR?src=hash&amp;ref_src=twsrc%5Etfw">#AR</a>/<a href="https://twitter.com/hashtag/VR?src=hash&amp;ref_src=twsrc%5Etfw">#VR</a>.<br><br>REGISTER HERE: <a href="https://t.co/VlTFCn4oTi">https://t.co/VlTFCn4oTi</a><a href="https://twitter.com/hashtag/ProductDesign?src=hash&amp;ref_src=twsrc%5Etfw">#ProductDesign</a> <a href="https://twitter.com/hashtag/MedDevice?src=hash&amp;ref_src=twsrc%5Etfw">#MedDevice</a> <a href="https://t.co/3NZqGXKSVB">pic.twitter.com/3NZqGXKSVB</a></p>&mdash; DeviceTalks (@DeviceTalks) <a href="https://twitter.com/DeviceTalks/status/1729166477486621087?ref_src=twsrc%5Etfw">November 27, 2023</a></blockquote><script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>
</div></figure>



<p>For more #inspo check out <a href="https://twitter.com/DeviceTalks">DeviceTalks’ X/Twitter</a>.</p>



<h2 class="wp-block-heading"><strong>Amplifying Diversity, Equality, and Inclusion: GE Healthcare and 3M</strong></h2>



<p>Being able to connect and engage with your audience in a way that is real, relatable, and inclusive shows authenticity and an overall commitment to supporting more than just what your company is promoting or selling.</p>



<p>When it comes to issues within our society it’s important for companies to use their voice and speak up in situations where their consumers’ and employees’ lives are impacted.</p>



<p>In 2020, <a href="https://www.gehealthcare.com/">GE Healthcare</a> produced a video interview series on YouTube, <a href="https://www.youtube.com/watch?v=8iFZaJpNasw&amp;t=69s">spotlighting the Black Lives Matter movement</a> featuring various GE employees and their personal perspectives and experiences. During the month of June, they also highlighted and <a href="https://twitter.com/GEHealthcare/status/1405919611602804737">shared LGBTQ employee stories</a> in celebration of Pride Month.</p>



<figure class="wp-block-image size-large is-resized rounded-border"><img decoding="async" src="https://acsmediakit.org/app/uploads/2021/10/Screen-Shot-2021-10-05-at-2.48.14-PM-668x1024.png" alt="" class="wp-image-14521" style="width:600px"/></figure>



<div style="height:30px" aria-hidden="true" class="wp-block-spacer"></div>



<p>Similarly, for Asian American and Pacific Islander (AAPI) Heritage Month, <a href="https://www.3m.com/" target="_blank" rel="noreferrer noopener">3M</a> produced short videos <a href="https://twitter.com/3M/status/1397958957017219073">highlighting AAPI employees</a> and their stories on Twitter. They also created the video series <a href="https://www.youtube.com/watch?v=IltRfvUx6u8" target="_blank" rel="noreferrer noopener">Not The Science Type</a><em>, </em>that was shared across social platforms highlighting in-depth discussions with women surrounding different stereotypes and the impact they have when it comes to diversity, equity &amp; inclusion in STEM.</p>



<figure class="wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio"><div class="wp-block-embed__wrapper">
<iframe loading="lazy" title="Not the Science Type featuring Jayshree Seth" width="900" height="506" src="https://www.youtube.com/embed/IltRfvUx6u8?feature=oembed" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>
</div></figure>



<div style="height:32px" aria-hidden="true" class="wp-block-spacer"></div>



<p>These various initiatives and programs also show support for GE Healthcare’s and 3M’s employees, allowing for them to feel seen, respected, and valued within the company.</p>



<p>For more #inspo visit <a href="https://www.linkedin.com/company/gehealthcare/posts/?feedView=all">GE Healthcare’s LinkedIn</a> and <a href="https://twitter.com/3M">3M’s Twitter</a>.</p>



<h2 class="wp-block-heading"><strong>Using Hashtags to Categorize Content: GlaxoSmithKline</strong></h2>



<p><a href="https://www.journalism.org/2021/01/12/news-use-across-social-media-platforms-in-2020/?utm_source=AdaptiveMailer&amp;utm_medium=email&amp;utm_campaign=21-01-12%20Social%20Media%20Update%20General%20Distro&amp;org=982&amp;lvl=100&amp;ite=7690&amp;lea=1696518&amp;ctr=0&amp;par=1&amp;trk=">According to Pew Research Center</a>, about half of Americans consumed their news via social media platforms. With the amount of information being generated and published every second, it’s imperative that tactics are used to ensure your company’s information is targeting the right audiences. Hashtags are a unique addition to social media marketing, enabling companies to increase their digital footprint across multiple social media platforms.</p>



<p><a href="https://stickyleads.com/using-hashtags-to-increase-your-reach/">According to Sticky Leads</a>, a study done by Twitter <a href="https://stickyleads.com/using-hashtags-to-increase-your-reach/">revealed that the use of hashtags can increase audience engagement by 50%</a>. GlaxoSmithKline is a prime example of how to leverage this simple strategy. In order to specifically target investors and the media, GSK’s use of the hashtags #investors and #media when disseminating information across their platforms creates buckets for their content, in turn making the information more accessible for those actively searching for these specific subjects.</p>



<figure class="wp-block-image size-full is-resized rounded-border"><img loading="lazy" decoding="async" width="770" height="1008" src="https://acsmediakit.org/app/uploads/2023/11/GSK-linkedin-Example-1.png" alt="" class="wp-image-17405" style="width:600px" srcset="https://acsmediakit.org/app/uploads/2023/11/GSK-linkedin-Example-1.png 770w, https://acsmediakit.org/app/uploads/2023/11/GSK-linkedin-Example-1-229x300.png 229w, https://acsmediakit.org/app/uploads/2023/11/GSK-linkedin-Example-1-768x1005.png 768w, https://acsmediakit.org/app/uploads/2023/11/GSK-linkedin-Example-1-183x239.png 183w" sizes="(max-width: 770px) 100vw, 770px" /></figure>



<div style="height:33px" aria-hidden="true" class="wp-block-spacer"></div>



<p>For more #inspo visit <a href="https://www.linkedin.com/company/glaxosmithkline/">GSK’s LinkedIn account</a>.</p>



<hr class="wp-block-separator has-alpha-channel-opacity"/>



<p>In the end, there are countless ways to ramp up your company’s social media presence. Keep in mind that responding to comments, tags, and digital conversations is equally crucial for gaining and maintaining a following Don’t be afraid to be creative and try new and fresh ideas. Different content works for different companies, and once you find what works for yours the possibilities are endless.</p>
]]></content:encoded>
					
					<wfw:commentRss>https://acsmediakit.org/blog/blog-inspirational-science-social-media-accounts/feed/</wfw:commentRss>
			<slash:comments>0</slash:comments>
		
		
			</item>
		<item>
		<title>Connecting With a Science Audience on LinkedIn</title>
		<link>https://acsmediakit.org/blog/connecting-with-a-science-audience-on-linkedin/</link>
					<comments>https://acsmediakit.org/blog/connecting-with-a-science-audience-on-linkedin/#respond</comments>
		
		<dc:creator><![CDATA[Guest Writer]]></dc:creator>
		<pubDate>Wed, 30 Aug 2023 13:32:58 +0000</pubDate>
				<category><![CDATA[Best Practices]]></category>
		<category><![CDATA[LinkedIn]]></category>
		<category><![CDATA[science marketing]]></category>
		<category><![CDATA[Science Marketing Strategy]]></category>
		<category><![CDATA[social media]]></category>
		<category><![CDATA[social media marketing]]></category>
		<category><![CDATA[social media strategy]]></category>
		<category><![CDATA[social media tactics]]></category>
		<guid isPermaLink="false">https://acsmediakit.org/?p=17137</guid>

					<description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time:</span> <span class="rt-time">4</span> <span class="rt-label rt-postfix">minutes</span></span> Guest writer&#160;Jesse Harris&#160;is a Digital Marketing Coordinator at ACD/Labs. He has been creating internet content since 2016, and has Master’s degrees in both chemistry and chemical engineering. He loves helping STEM experts communicate their science more impactfully. LinkedIn is a powerful platform for scientists to expand their professional network, gain visibility, and showcase their research. [&#8230;]]]></description>
										<content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time:</span> <span class="rt-time">4</span> <span class="rt-label rt-postfix">minutes</span></span>
<style> 
.content-holder a {
font-weight: bold;
}

h3 {text-align: left !important; font-size: 24px; margin-bottom: 5px;}
.wp-element-caption {text-align: center!important; font-size: 14px; }

.group-padding {
padding: 20px;
}

.short {
    max-width: 300px;}

.quote {   border-left: solid #49AFE3 6px;
    padding-left: 20px; }

.bullet-wrap li {list-style-position: outside !important;}</style>



<p><em>Guest writer&nbsp;<a href="https://mailtrack.io/trace/link/daf8cc5587b6b8e1ba961ea2e42c6d1ec19881c5?url=https%3A%2F%2Fjesse-harris.ca%2F&amp;userId=5756797&amp;signature=27dbc508fc74ccdf" target="_blank" rel="noreferrer noopener">Jesse Harris</a>&nbsp;is a Digital Marketing Coordinator at ACD/Labs. He has been creating internet content since 2016, and has Master’s degrees in both chemistry and chemical engineering. He loves helping STEM experts communicate their science more impactfully.</em> </p>



<hr class="wp-block-separator has-alpha-channel-opacity short"/>



<p><a href="https://www.linkedin.com/" target="_blank" rel="noreferrer noopener">LinkedIn</a> is a powerful platform for scientists to expand their professional network, gain visibility, and showcase their research. Traffic from <a href="https://blog.hubspot.com/blog/tabid/6307/bid/30030/linkedin-277-more-effective-for-lead-generation-than-facebook-twitter-new-data.aspx" target="_blank" rel="noreferrer noopener">LinkedIn is also high value</a>, which offers huge opportunities for science marketers. &nbsp;In fact, a HubSpot study found that<strong> LinkedIn was nearly three times more effective at generating leads than Facebook and Twitter</strong>. However, the platform can be intimidating due to its connections to work and career.</p>



<p>Not sure where to start on LinkedIn? &nbsp;Follow the tips below to make authentic connections that can generate buzz for your research and quality leads for your business, or brand.</p>



<h3 class="wp-block-heading group-padding has-white-color has-text-color has-background" style="background-color:#76beea"><strong><strong><strong>LinkedIn 101 for Scientists (and Anyone Else)</strong></strong></strong></h3>



<div class="wp-block-group group-padding has-background" style="background-color:#e8f4ffb5"><div class="wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained">
<p class="less-padding"><strong>No matter who you are or how you want to use LinkedIn, there are a handful of guidelines you can follow that will help you get started:</strong></p>



<ul class="bullet-wrap">
<li>Fill out your profile if you haven’t already. <a href="https://www.linkedin.com/pulse/linkedin-beginner-all-star-8-easy-steps-clifford-wessel/" target="_blank" rel="noreferrer noopener">This guide from LinkedIn</a> will help, even if you aren’t looking for a new job.</li>



<li>Consistency is rewarded. For best results try to post once a day.</li>



<li>Progress takes time – don’t expect to build your network overnight.</li>



<li>Posts with media generally perform better than plain text, though there are plenty of text-only posts that do well.</li>



<li>Be friendly, polite, don’t swear, and don’t be pushy.</li>
</ul>
</div></div>



<div style="height:21px" aria-hidden="true" class="wp-block-spacer"></div>



<p>LinkedIn is a multi-functional platform. You can write long or short posts, use images, videos, and more. This means you have a lot of freedom in how you use the platform, but it also means you aren’t given a direction. Long-time LinkedIn regulars can also obsess over changes in the algorithm, trying to figure out how to maximize engagement.</p>



<p>As a new user, it’s best to stick with the formats where you are most comfortable. Post regularly, build relationships, and take inspiration from how others are using LinkedIn. Experimentation is key!</p>



<h2 class="wp-block-heading"><strong>Connecting with Scientists on LinkedIn</strong></h2>



<p>Science is a big subject. Chemists, biologists, and physicists are interested in totally different topics. To be successful on LinkedIn, it is usually best to focus on a niche topic. How narrow should your niche be? This is a tough question, and you will need to figure it out by trial and error.</p>


<div class="wp-block-image is-style-default">
<figure class="alignright size-full is-resized"><img decoding="async" src="https://acsmediakit.org/app/uploads/2023/08/LinkedIn-Profile-Example.png" alt="" class="wp-image-17156" style="width:400px" width="400" srcset="https://acsmediakit.org/app/uploads/2023/08/LinkedIn-Profile-Example.png 500w, https://acsmediakit.org/app/uploads/2023/08/LinkedIn-Profile-Example-300x214.png 300w, https://acsmediakit.org/app/uploads/2023/08/LinkedIn-Profile-Example-270x193.png 270w" sizes="(max-width: 500px) 100vw, 500px" /><figcaption class="wp-element-caption">Insilico’s founder and CEO <strong><a href="https://www.linkedin.com/in/zhavoronkov/" target="_blank" rel="noreferrer noopener">Alex Zhavoronkov</a></strong> has 500+ connections and over 40,000 followers on LinkedIn, where he consistently posts on AI, medicine, and technology.</figcaption></figure></div>


<p>It is best to start with a sub-discipline, such as “organic chemistry,” or “oncology,” and see how people respond. Within that subject, you can post about anything: personal experiences in that field, commenting about industry news, or deep dives into interesting papers. Once again, experimentation is critical!</p>



<p>While most of your posts should be on your focus area, don’t feel that 100% of your posts need to be on that topic. General interest content about leadership, motivation, or business is popular. You can write about your personal life, current events, or pop culture. There are very few “LinkedIn isn’t Facebook” police out there.</p>



<p>The real value of LinkedIn comes from building genuine connections with folks in your field. Along with posting yourself, try developing relationships with others who post on similar subjects. Follow them, comment on their posts, and attempt to connect. Most people (especially scientists) love meeting people who share their interests.</p>



<h2 class="wp-block-heading"><strong>Social Marketing on LinkedIn</strong></h2>



<p>What if you want to use LinkedIn to promote your company? Don’t act like a robot that just pushes your company’s products or content. Instead, be friendly, intelligent, and participate in conversations relevant to your target audience. This can have a solid brand effect!</p>



<p>Imagine you work at Acme Scientific Glassware. You regularly share interesting facts about glassware, tips on maintaining glassware, and post pictures of unusual custom glassware. Even if you never mentioned that you worked at Acme, folks would see your affiliation in your profile, and would associate your company with glassware expertise. People might even message you questions that could lead to sales.</p>



<p>You can use your LinkedIn page as a place to share your company’s content or products, but it should be a minority of your posts. LinkedIn also appears to de-prioritize content that sends people off the platform, so linking to your website might decrease your reach. Attempt to optimize for <a href="https://sparktoro.com/blog/zero-click-content-the-counterintuitive-way-to-succeed-in-a-platform-native-world/" target="_blank" rel="noreferrer noopener">“zero click”</a> consumption if possible.</p>



<p>What about company pages? Generally, people prefer to follow and interact with people rather than businesses, so it is better to focus on your personal page before dedicating your time to the company page. You can follow a similar playbook for your company page, though I would avoid posts on tangential topics such as pop culture.</p>



<p>Building a thriving LinkedIn company page is difficult, but it can help support your LinkedIn paid ads and <a href="https://acsmediakit.org/blog/linkedin-tips-to-help-you-connect-with-the-right-candidates/">LinkedIn recruiting</a>. If you want to develop a more involved LinkedIn marketing strategy, <a href="https://blog.hubspot.com/marketing/generate-leads-on-linkedin" target="_blank" rel="noreferrer noopener">this guide goes into more detail</a>.</p>



<h2 class="wp-block-heading"><strong>Have Fun!</strong></h2>



<p>LinkedIn offers many opportunities for scientists to network and share their research. While the platform is a bit unintuitive, it is genuinely fun if you can make solid connections. You also have an opportunity to contribute to scientific discourse and build community, which is rewarding in its own way.</p>



<h3 class="wp-block-heading group-padding has-white-color has-text-color has-background" style="background-color:#76beea"><strong><strong><strong>Connect with C&amp;EN on LinkedIn</strong></strong></strong></h3>



<div class="wp-block-group group-padding has-background" style="background-color:#e8f4ffb5"><div class="wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained"><div class="wp-block-image">
<figure class="alignright size-full is-resized"><a href="https://www.linkedin.com/showcase/c&amp;en-media-group/" target="_blank" rel="noreferrer noopener"><img decoding="async" src="https://acsmediakit.org/app/uploads/2023/08/CEN-Media-Group-LinkedIn.png" alt="" class="wp-image-17143" style="width:250px" width="250" srcset="https://acsmediakit.org/app/uploads/2023/08/CEN-Media-Group-LinkedIn.png 500w, https://acsmediakit.org/app/uploads/2023/08/CEN-Media-Group-LinkedIn-300x189.png 300w, https://acsmediakit.org/app/uploads/2023/08/CEN-Media-Group-LinkedIn-270x170.png 270w" sizes="(max-width: 500px) 100vw, 500px" /></a></figure></div>


<p>While building your presence on LinkedIn, don&#8217;t forget to connect with <strong><a href="https://www.linkedin.com/showcase/c&amp;en-media-group/" target="_blank" rel="noreferrer noopener">C&amp;EN Media Group</a></strong>. </p>



<p>Follow our page for science marketing tips and the latest news on C&amp;EN products and services. </p>



<div style="height:10px" aria-hidden="true" class="wp-block-spacer"></div>
</div></div>
]]></content:encoded>
					
					<wfw:commentRss>https://acsmediakit.org/blog/connecting-with-a-science-audience-on-linkedin/feed/</wfw:commentRss>
			<slash:comments>0</slash:comments>
		
		
			</item>
		<item>
		<title>Social Commerce and Science Marketing: A New Route to Revenue</title>
		<link>https://acsmediakit.org/blog/social-commerce-and-science-marketing-a-new-route-to-revenue/</link>
					<comments>https://acsmediakit.org/blog/social-commerce-and-science-marketing-a-new-route-to-revenue/#respond</comments>
		
		<dc:creator><![CDATA[C&#38;EN Media Group]]></dc:creator>
		<pubDate>Thu, 09 Mar 2023 20:25:45 +0000</pubDate>
				<category><![CDATA[Digital Strategies]]></category>
		<category><![CDATA[content marketing]]></category>
		<category><![CDATA[marketing to scientists]]></category>
		<category><![CDATA[science marketing]]></category>
		<category><![CDATA[social commerce]]></category>
		<category><![CDATA[social media]]></category>
		<guid isPermaLink="false">https://acsmediakit.org/?p=16836</guid>

					<description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time:</span> <span class="rt-time">3</span> <span class="rt-label rt-postfix">minutes</span></span> When scrolling through your social media feeds, you may notice an increase in sponsored content subtly embedded and encouraging you to purchase a product or service. Social commerce, or the direct sale of products and services through social media, has become big business since first emerging in 2015. Insider Intelligence predicts that by 2025 sales [&#8230;]]]></description>
										<content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time:</span> <span class="rt-time">3</span> <span class="rt-label rt-postfix">minutes</span></span>
<style> h3 {text-align: left !important; font-size: 22px; margin-bottom: 5px;}
.wp-element-caption {text-align: center!important; font-size: 14px; }
</style>



<p>When scrolling through your social media feeds, you may notice an increase in sponsored content subtly embedded and encouraging you to purchase a product or service. Social commerce, or the direct sale of products and services through social media, has become big business since first emerging in 2015. </p>



<p><a href="https://www.insiderintelligence.com/insights/social-commerce-brand-trends-marketing-strategies/" target="_blank" rel="noreferrer noopener">Insider Intelligence</a> predicts that by 2025 sales generated directly through social media will reach almost $80 billion in the U.S. According to <a href="https://newsroom.accenture.com/news/shopping-on-social-media-platforms-expected-to-reach-1-2-trillion-globally-by-2025-new-accenture-study-finds.htm">Accenture</a>, the global social media commerce industry, which was worth an estimated $492 billion in 2021, “is expected to grow three times as fast as traditional ecommerce to $1.2 trillion by 2025. Growth is predicted to be driven primarily by Gen Z and Millennial social media users, accounting for 62% of global social commerce spend by 2025.”</p>



<h2 class="wp-block-heading">What&#8217;s Driving This Growth?</h2>



<p>The beauty of social ecommerce is really its simplicity. Unlike ‘traditional’ social media marketing strategies, which drive traffic to an external destination, social commerce takes place entirely within social platforms. From the discovery of products or services to checking out, this strategy uses social media as a virtual storefront. The result is an extremely streamlined and convenient user experience.</p>



<p>To date, social commerce is predominantly driven by pure consumer goods and lifestyle brands. These products tend to be less weighty in terms of messaging and can be more playful. However, this trend is not unlike other social media marketing tools. Facebook, Instagram and TikTok were first embraced by direct-to-consumer brands before being leveraged by B2B-facing industries. Similarly, we can expect businesses from a wider variety of industries to embrace social ecommerce as another legitimate route to customers. This is particularly likely because it offers a tangible means of tracking and translating social metrics into business impact by linking social directly to sales.&nbsp;</p>



<p>Social media commerce offers organizations a variety of helpful stats and analytics. As mentioned above, it can provide a direct correlation between social media and sales, acting as a metric system to measure profit. Additionally, it can also collect valuable, granular data relating to the customer journey. Finally, it can help organizations improve their reach and target audiences by working in partnership with social media platforms. Regularly sharing ecommerce content provides the opportunity to show up regularly on followers’ feeds, which can build more authentic engagement.</p>



<h2 class="wp-block-heading">Can Social Commerce Work for Science Brands?</h2>



<p>In terms of the potential for science companies, it’s certainly an evolving space. The initial forays into social commerce will be around personal health and care products. Examples of this include supplements, OTC medicines, and nutrition. We could see the promotion of seasonal vaccines from pharmacy chains, and perhaps even recruitment for approved clinical trials.&nbsp;</p>



<p>With new technologies providing people with greater insight and control over their own health and wellness, we could see health care providers seeking to leverage social media commerce to promote health plans, wellness initiatives, and specializations. However, moving beyond that into the actual delivery of health care services and prescription drug programs via social media opens up regulatory and data/patient privacy discussions.</p>



<h2 class="wp-block-heading">Making a Strategic Plan</h2>



<p>As marketers, it would serve us well to consider social commerce as a legitimate and tangible engagement and revenue-generating tool. Meeting customers where they are is fundamental for e-commerce. <strong>As with any marketing initiative, social media commerce should be mapped out strategically</strong>:</p>



<h3 class="wp-block-heading"><strong>Define Objectives</strong></h3>



<p>Determining objectives will support program planning and<strong> </strong>determine the appropriate metrics with which to measure success. Ask yourself, what would you like to achieve? For example,<strong> </strong>your objective could be acquiring new customers or converting customers into evangelists.<strong> </strong>Understanding how each platform works – not just for businesses but for users – is important for social commerce success.&nbsp;</p>



<h3 class="wp-block-heading"><strong>Integrate</strong></h3>



<p>Integrate your social ecommerce strategy with your existing sales and marketing strategy. Examine how it will interact with other marketing channels and how it can support and integrate marketing programs to optimize conversions and sales.</p>



<h3 class="wp-block-heading"><strong>Develop Content</strong></h3>



<p>Social commerce hinges on content. People warm to content that inspires, educates or entertains them, so focus on ticking these boxes. Posting on social media channels consistently will grow content into an asset and a resource that can help establish credibility.<strong> </strong>Make content relatable to the audience. What are the benefits to them? What are the key takeaways? What’s the end user value? Using user-generated content adds credibility and is a smart way to develop loyalty, build trust, and attract new users. Shared positive stories can help drive engagement. For some social content inspiration, check out our post on <a href="https://acsmediakit.org/blog/blog-inspirational-science-social-media-accounts/">Social Media Inspiration: 7 Science Companies Doing It Right</a>.</p>



<h3 class="wp-block-heading"><strong>Engage Your Audience </strong></h3>



<p>Social commerce can drive authentic engagement and interaction with followers. It allows brands to meet customers where they are and provides an open channel to answer questions and share information.</p>



<hr class="wp-block-separator has-alpha-channel-opacity"/>



<p>As social commerce continues to gain traction, the path to purchase via social media will become even more efficient. Devoting resources to develop social commerce marketing strategies can drive sales and improve customer experience.</p>
]]></content:encoded>
					
					<wfw:commentRss>https://acsmediakit.org/blog/social-commerce-and-science-marketing-a-new-route-to-revenue/feed/</wfw:commentRss>
			<slash:comments>0</slash:comments>
		
		
			</item>
		<item>
		<title>4 Marketing Tactics to Take from Other Industries</title>
		<link>https://acsmediakit.org/blog/4-marketing-tactics-to-take-from-other-industries/</link>
					<comments>https://acsmediakit.org/blog/4-marketing-tactics-to-take-from-other-industries/#respond</comments>
		
		<dc:creator><![CDATA[C&#38;EN Media Group]]></dc:creator>
		<pubDate>Thu, 27 May 2021 18:16:49 +0000</pubDate>
				<category><![CDATA[Best Practices]]></category>
		<category><![CDATA[Digital Strategies]]></category>
		<category><![CDATA[The Essentials]]></category>
		<category><![CDATA[branding]]></category>
		<category><![CDATA[influencers]]></category>
		<category><![CDATA[innovation]]></category>
		<category><![CDATA[personalization]]></category>
		<category><![CDATA[remarketing]]></category>
		<category><![CDATA[retargeting]]></category>
		<category><![CDATA[social media]]></category>
		<category><![CDATA[storytelling]]></category>
		<category><![CDATA[sustainability]]></category>
		<guid isPermaLink="false">https://acsmediakit.org/?p=14303</guid>

					<description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time:</span> <span class="rt-time">5</span> <span class="rt-label rt-postfix">minutes</span></span> “Trendy” may not be the first (or even third) word that comes to mind when describing the field of science. However, science companies certainly aren’t an exception to the benefits that can come from innovative marketing approaches. For example, other industries have been quick to capitalize on the increased use of social media and the [&#8230;]]]></description>
										<content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time:</span> <span class="rt-time">5</span> <span class="rt-label rt-postfix">minutes</span></span>
<hr class="wp-block-separator"/>



<p>“Trendy” may not be the first (or even third) word that comes to mind when describing the field of science. However, science companies certainly aren’t an exception to the benefits that can come from innovative marketing approaches. For example, other industries have been quick to capitalize on the <a href="https://www.pewresearch.org/internet/fact-sheet/social-media/" target="_blank" rel="noreferrer noopener">increased use of social media</a> and the emphasis on <a href="https://blog.hubspot.com/marketing/data-personalize-marketing-li" target="_blank" rel="noreferrer noopener">personalization</a> and humanization social helps foster.</p>



<p>The marketing tactics they use could be readily adopted by science companies, too. Here, we’ll review four marketing tactics that science companies should apply to their own efforts.</p>



<p class="has-white-color has-text-color has-background has-medium-font-size" style="background-color:#6751a2"><strong><u>Leverage the power of influencers</u></strong></p>



<p>Influencer marketing has exploded across industries, but it isn’t just for Kardashians. Scientists are people, and they have affinities for certain individuals and voices just like anyone else. </p>



<figure class="wp-block-embed is-type-video is-provider-tiktok wp-block-embed-tiktok"><div class="wp-block-embed__wrapper">
https://www.tiktok.com/@coolchemistryguy/video/6964539171901836545?sender_device=pc&#038;sender_web_id=6945498676552091141&#038;is_from_webapp=v1&#038;is_copy_url=0
</div></figure>



<p>The increased use of social media, particularly TikTok, has expanded the platform of “everyday influencers. </p>



<p>And so the <a href="https://www.embopress.org/doi/full/10.15252/embr.202050550" target="_blank" rel="noreferrer noopener">increasing presence of scientists</a> and health professionals on social media presents a valuable opportunity for companies to partner with real thought leaders who use their products and services (and like them enough to talk about them).</p>



<p>On Instagram and TikTok, many products have been marketed through “how-to” videos from popular influencers, and there’s a huge appetite for them. </p>



<p><a href="https://www.emarketer.com/content/influencer-marketing-in-the-age-of-covid-19" target="_blank" rel="noreferrer noopener">A May 2020 survey</a> of social media influencer followers in the U.S. and U.K. found that “how-to tutorials” were the most requested content type. </p>



<p>While there aren’t many “celebrity” scientists, science and medicine accounts have gained a sizeable following on platforms like TikTok (<a href="https://cen.acs.org/education/science-communication/Chemists-finding-place-TikTok/98/i8" target="_blank" rel="noreferrer noopener">as CE&amp;N reported last February</a>) and many already incorporate walkthroughs of experiments and protocols. </p>



<p>Partnerships with science content creators present a great avenue for marketing science products these individuals already use, or would like to try. </p>



<p>For example, inviting a science influencer to provide a review of a new lab product, or a demo of their favorite product from your brand, on TikTok in exchange for free or discounted products could leverage their existing following to market your brand. Look for authenticity in the partner you choose (your brand shouldn&#8217;t come out of left field) and <a href="https://www.adlawaccess.com/2020/09/articles/nad-addressees-disclosures-on-influencer-tiktok-videos/#" target="_blank" rel="noreferrer noopener">disclose</a> all partnerships with your audiences. </p>



<p class="has-white-color has-text-color has-background has-medium-font-size" style="background-color:#6751a2"><strong><u>Use remarketing and retargeting to stick with potential customers</u></strong></p>



<p>General consumer marketing shows us the value of <a href="https://www.lyfemarketing.com/blog/remarketing-vs-retargeting/">retargeting and remarketing</a>. These strategies are a particularly cost-effective way to increase sales conversions, as it involves reaching out to customers who have already expressed interest in your products or services.</p>



<p>While these two terms are often used interchangeably, these digital marketing tactics do have some key differences.</p>



<p><strong>Retargeting</strong> is the targeted presentation of advertising material through browser cookies to consumers who perhaps made a search or checked out a product on your website, but likely didn’t make a purchase. This strategy isn’t completely novel to science companies – scientists are used to seeing sidebar ads for whatever antibody, assay kit, or surgical tool they’ve searched for that week. However, these ads are still less prevalent than those for other products they might peruse while waiting for the thermocycler to finish, such as clothing or household items.</p>



<div class="wp-block-image"><figure class="alignright size-large"><img loading="lazy" decoding="async" width="226" height="187" src="https://acsmediakit.org/app/uploads/2021/05/Dunkin1.png" alt="" class="wp-image-14309"/></figure></div>



<p><strong>Remarketing</strong> is a similar approach but uses email messaging to reach prospective customers who have interacted with your site, or re-engage previous customers in your database. We’ve all succumbed to the email offering free shipping or 20% off on our abandoned online shopping cart, so science companies would be wise to implement these strategies more often. </p>



<p>Think about tying order history to an automatic email campaign, like a promotion for laboratory consumables sent to contacts who haven’t placed an order in the last few months.   </p>



<p class="has-white-color has-text-color has-background has-medium-font-size" style="background-color:#6751a2"><strong><u>Think outside the box with social media</u></strong></p>



<p>Science marketing is by no means new to social media, but posting product updates and links to interesting articles isn’t the only way to operate in this field. More and more, companies across industries are taking their social media marketing tactics outside the box and showing a lighter side of their brand identity.</p>



<p>One of the most well-known examples of this approach comes from <a href="https://twitter.com/DennysDiner?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor" target="_blank" rel="noreferrer noopener">the corporate Twitter account for Denny’s</a>. It may seem ridiculous to suggest that innovative science companies can learn something from a 24-hour diner whose reputation is based on late-night shenanigans over affordable pancakes, but hear us out. What sets Denny’s Twitter apart is that it’s…well, weird. Much like the atmosphere of a Denny’s, it doesn’t take itself too seriously and captures the kind of wackiness one might experience with those late-night pancakes.</p>



<div class="wp-block-image"><figure class="alignleft size-large"><img loading="lazy" decoding="async" width="397" height="84" src="https://acsmediakit.org/app/uploads/2021/05/Denny1.png" alt="" class="wp-image-14310" srcset="https://acsmediakit.org/app/uploads/2021/05/Denny1.png 397w, https://acsmediakit.org/app/uploads/2021/05/Denny1-300x63.png 300w, https://acsmediakit.org/app/uploads/2021/05/Denny1-270x57.png 270w" sizes="(max-width: 397px) 100vw, 397px" /></figure></div>



<p>Denny’s <a href="https://shortyawards.com/9th/dennys-twitter" target="_blank" rel="noreferrer noopener">award-winning</a> Twitter presence set an example for other fast-food restaurants’ social media accounts, many of which now lean towards this same strange brand of humor, and successfully created a brand identity that spoke to meme-loving social media users.</p>



<div class="wp-block-image"><figure class="alignright size-large"><img loading="lazy" decoding="async" width="291" height="193" src="https://acsmediakit.org/app/uploads/2021/05/Denny2.png" alt="" class="wp-image-14311" srcset="https://acsmediakit.org/app/uploads/2021/05/Denny2.png 291w, https://acsmediakit.org/app/uploads/2021/05/Denny2-270x179.png 270w" sizes="(max-width: 291px) 100vw, 291px" /></figure></div>



<p>With nearly 470,000 followers and nearly 4 million profile visits, Denny’s Twitter is fresh and fun to follow. The account has also run some high-profile giveaways of limited-edition merchandise, such as this COVID-friendly bacon mask from May 2020.</p>



<p>While this example may be a little <em>too </em>far outside the box for science companies, it makes an important point: even if your social media content doesn’t directly reflect details of your business, you can still make your brand memorable and likable.</p>



<div class="wp-block-image"><figure class="alignleft size-large"><img loading="lazy" decoding="async" width="297" height="325" src="https://acsmediakit.org/app/uploads/2021/05/Dogs.png" alt="" class="wp-image-14312" srcset="https://acsmediakit.org/app/uploads/2021/05/Dogs.png 297w, https://acsmediakit.org/app/uploads/2021/05/Dogs-274x300.png 274w, https://acsmediakit.org/app/uploads/2021/05/Dogs-218x239.png 218w" sizes="(max-width: 297px) 100vw, 297px" /></figure></div>



<p>A more suitable example is the affiliate Twitter account of the Kaiser Family Foundation, Dogs of KFF (<a href="https://twitter.com/KffDogs?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor" target="_blank" rel="noreferrer noopener">@KFFDogs</a>). </p>



<p>The Kaiser Family Foundation is in no way affiliated with dogs, but it is a human-focused organization. Dedicating a social media account to show off employees’ dogs humanizes KFF’s brand, which can really pay off. </p>



<p>This brings us to our last point&#8230;</p>



<p class="has-white-color has-text-color has-background has-medium-font-size" style="background-color:#6751a2"><strong><u>Humanize your brand</u></strong></p>



<div style="height:18px" aria-hidden="true" class="wp-block-spacer"></div>



<p>While the science industry can often be technical and dry, the end products our companies produce are not — they’re often aimed at making lives easier, healthier, and better, and scientists are people motivated by these very human things.</p>



<p>Marketing science in a way that gets at the sincere core of this mission produces some of the most memorable campaigns.</p>



<figure class="wp-block-embed alignright is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio"><div class="wp-block-embed__wrapper">
<iframe loading="lazy" title="Google — A CODA Story" width="900" height="506" src="https://www.youtube.com/embed/pXc_w49fsmI?feature=oembed" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>
</div></figure>



<p>A recent example of this approach is a <a href="https://www.youtube.com/watch?v=pXc_w49fsmI" target="_blank" rel="noreferrer noopener">commercial</a> for Google’s live caption feature on Google Meet. The ad is narrated by a self-described “coda,” or “child of deaf adults”, unable to visit with his elderly parents during the COVID-19 pandemic, and shows how assistive technology in Google Meet’s video calling has deepened his parents’ ability to communicate with him and their newborn grandson. </p>



<p>Captioning software is conceptually quite dry, but seeing grandparents witness milestones in their grandson’s life despite being separated – both by hearing and a global pandemic – is heartwarming, and clearly demonstrates why this technology is so important.</p>



<p>Marketing science with content that shows the human side of a brand makes consumers feel connected. Who are the scientists, engineers, and manufacturers behind a company, and what motivates them to create their products? What larger goal does a company’s product contribute to or make possible for other humans? <a href="https://acsmediakit.org/brandlab-2021-petrochemical-purchasing-report/?src=BLPetro&amp;partnerref=blog" target="_blank" rel="noreferrer noopener">Studies show that innovation and sustainability</a> were found to be the two leading factors in purchasing decisions in our industry. Tell your audience what you’re doing in these areas.</p>



<p>Narrative approaches like these are common in consumer marketing, but could also be readily adopted in science marketing to show the meaning in the work these companies do. What is your story?</p>



<p class="has-black-color has-text-color has-background has-medium-font-size" style="background-color:#dbc6f0"><strong><u>Put these strategies to work for your science brand</u></strong></p>



<p>An evolution in the ways consumers connect with brands, products, and one another has paved the way for a host of effective marketing strategies. Insights from web marketing technology enable greater personalization in content, and the increased use of social media by brands offers new avenues for human connection. While it may feel strange for some science brands to implement some of these trendy marketing tactics, remembering the human side of their brand and audience – and maybe taking themselves a little less seriously – can build refreshing strategies that pay off.</p>
]]></content:encoded>
					
					<wfw:commentRss>https://acsmediakit.org/blog/4-marketing-tactics-to-take-from-other-industries/feed/</wfw:commentRss>
			<slash:comments>0</slash:comments>
		
		
			</item>
		<item>
		<title>You’re On Social. Now What?</title>
		<link>https://acsmediakit.org/blog/youre-on-social-now-what/</link>
					<comments>https://acsmediakit.org/blog/youre-on-social-now-what/#respond</comments>
		
		<dc:creator><![CDATA[C&#38;EN Media Group]]></dc:creator>
		<pubDate>Mon, 15 Mar 2021 14:57:31 +0000</pubDate>
				<category><![CDATA[Digital Strategies]]></category>
		<category><![CDATA[audience development]]></category>
		<category><![CDATA[digital marketing]]></category>
		<category><![CDATA[employer brand]]></category>
		<category><![CDATA[engagement]]></category>
		<category><![CDATA[multimedia]]></category>
		<category><![CDATA[popup]]></category>
		<category><![CDATA[ROI]]></category>
		<category><![CDATA[social media]]></category>
		<category><![CDATA[social media advertising]]></category>
		<category><![CDATA[social media policies]]></category>
		<category><![CDATA[strategy]]></category>
		<guid isPermaLink="false">https://acsmediakit.org/?p=13805</guid>

					<description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time:</span> <span class="rt-time">7</span> <span class="rt-label rt-postfix">minutes</span></span> With increased adoption across a diverse range of demographics, social media is a technology that won’t be going away, making it even more critical to incorporate into your marketing toolkit. Over 73% of marketers state that social media has been an effective tactic, according to Buffer, and a Nature Jobs survey confirmed that roughly 40% [&#8230;]]]></description>
										<content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time:</span> <span class="rt-time">7</span> <span class="rt-label rt-postfix">minutes</span></span>
<hr class="wp-block-separator"/>



<p>With increased adoption across a diverse range of demographics, social media is a technology that won’t be going away, making it even more critical to incorporate into your <a href="https://acsmediakit.org/digitaladvertisingtoolkit/?src=DigitalAdCampaign&amp;partnerref=blog" target="_blank" rel="noreferrer noopener">marketing toolkit</a>. </p>



<p>Over 73% of marketers state that social media has been an effective tactic, according to <a href="https://buffer.com/state-of-social-2019" target="_blank" rel="noreferrer noopener">Buffer</a>, and a <a href="http://blogs.nature.com/naturejobs/2017/08/23/social-media-as-a-scientist-a-very-quick-guide/" target="_blank" rel="noreferrer noopener">Nature Jobs survey</a> confirmed that roughly 40% of scientists and engineers use LinkedIn and Facebook. Add the over 3.5 billion social media users worldwide, and it becomes a challenge to figure out how to manage it all.</p>



<p>Keep reading to learn methods to keep your existing social channels thriving, including how to keep followers engaged and how to approach paid promotions.</p>



<h3 class="has-text-align-left has-background wp-block-heading" style="background-color:#f1faff"><strong>Common challenges with social media, and how to overcome them</strong></h3>



<div class="wp-block-image"><figure class="alignright size-large is-resized"><a href="https://acsmediakit.org/blog/use-a-social-media-calendar-to-fill-your-social-media-feed/" target="_blank" rel="noopener"><img loading="lazy" decoding="async" src="https://acsmediakit.org/app/uploads/2021/03/Copy-of-Social-Media-Template-1200x675-edited.png" alt="social media calendar template" class="wp-image-13964" width="261" height="261" srcset="https://acsmediakit.org/app/uploads/2021/03/Copy-of-Social-Media-Template-1200x675-edited-150x150.png 150w, https://acsmediakit.org/app/uploads/2021/03/Copy-of-Social-Media-Template-1200x675-edited-300x300.png 300w" sizes="(max-width: 261px) 100vw, 261px" /></a><figcaption>Click above to download a social media calendar template</figcaption></figure></div>



<p>It can be argued that science industries are still in the early stages of social media maturity. On the one hand, this brings an array of concerns about how to participate effectively and efficiently. On the other hand, it presents a great opportunity for companies to pave the way and earn a strong share of voice. </p>



<p>Here are some common obstacles to corporate social media adoption in the sciences and ways to overcome them:</p>



<h5 class="has-text-align-left has-background wp-block-heading" style="background-color:#ecfff7">1. <strong>Lack of planning</strong> </h5>



<p>At first glance, keeping up social accounts might seem like it can be a back-of-mind task, and all too often, that’s exactly how they get started. Just share your thoughts when they occur, right? Not quite. </p>



<p>It&#8217;s easy to let social media get buried under other urgent tasks, so try <a href="https://www.wordstream.com/blog/ws/2016/07/25/social-media-management-tips" target="_blank" rel="noreferrer noopener">managing your socials</a> like you manage your supply lines. Create long term goals for growth you’d like to see: followers, leads, and interactions. Select content suppliers: writers within your company or external news sources. Secure a plan for execution – who will post? <a href="https://acsmediakit.org/blog/use-a-social-media-calendar-to-fill-your-social-media-feed/" target="_blank" rel="noreferrer noopener">How frequently?</a> </p>



<p>Once you have this all down in writing, it’s easy to bring additional help on board to take your social to the next level, because your goals and values are all defined and recorded.</p>



<h5 class="has-text-align-left has-background wp-block-heading" style="background-color:#ecfff7">2. <strong>Difficulty defining ROI</strong> </h5>



<p>Social media is not always a tit for tat game. Having active social accounts leads to brand awareness, which can then be developed into lead generation, but that connection isn’t immediately visible. However, there are still a few <a href="https://acsmediakit.org/blog/how-much-should-you-focus-on-content-marketing-roi/" target="_blank" rel="noreferrer noopener">key performance indicators</a> that can help define the success of social media marketing efforts. Some easy ways to benchmark your performance include:</p>



<ul><li>Measuring the reach of your content through your <strong>follower count</strong> and the <strong>impression/engagement numbers for your posts</strong>. Depending on the platform, engagements should largely be prioritized over follower counts, however, so pay attention to whether you’re growing your engagement rates along with your followers.</li><li><strong>Evaluating the content itself</strong> <strong>against engagement numbers</strong> to define what messaging and tactics are most effective. Visuals play very well in the chemical sciences and we’re lucky to have a lot of great options. Just browse through the <a href="https://twitter.com/search?q=%23SciArt&amp;src=typed_query" target="_blank" rel="noreferrer noopener">#SciArt</a> or <a href="https://twitter.com/search?q=%23fluorescencefriday&amp;src=typeahead_click" target="_blank" rel="noreferrer noopener">#FluorescenceFriday</a> topics on Twitter for inspiration.</li></ul>



<h5 class="has-text-align-left has-background wp-block-heading" style="background-color:#ecfff7">3. <strong>Regulatory compliance issues</strong> </h5>



<p>As we all know, the sciences are a heavily regulated industry. Making sure your company and its social media content are within those standards can be a headache if you try to do it on your own. </p>



<p>Luckily, there’s plenty of <a href="https://blog.hootsuite.com/social-media-compliance/" target="_blank" rel="noreferrer noopener">social media compliance guides</a> out there that help clearly define regulations and lay out how to stay within good practices. If you’re spending too much time analyzing each and every post, it may be because your content is too self-promotional. It’s much easier if you also share third-party content, such as great industry articles, or fun seasonal posts when holidays roll around.</p>



<h3 class="has-text-align-left has-background wp-block-heading" style="background-color:#f1faff"><strong>Next-Level Tips and Best Practices</strong></h3>



<p>The first step in any social program is always establishing a respectful and relevant corporate account, with a history of quality content and audience engagement. Once in place, it’s time to take it to the next level with the following tactics.</p>



<h5 class="has-background wp-block-heading" style="background-color:#fbf6ff">1. <strong>Get your employees involved</strong> </h5>



<p>There are so many advantages to having your employees engage with and amplify your company’s social media. For starters, they often have relevant networks that will dramatically expand your reach –&nbsp;think colleagues from previous companies, industry peers, clients, vendors; even the folks they did their PhD with. Their participation increases the number of impressions your posts will receive while giving your account an added boost of credibility and connection.</p>



<p>According to the <a href="https://everyonesocial.com/blog/employees-social-media-marketing/" target="_blank" rel="noreferrer noopener">employee advocacy platform EveryoneSocial</a>, employees have 5x more reach than corporate accounts and people that follow your employees on social media are 7x more likely to convert. It’s the perfect way to capitalize on your foundational social media work.</p>



<p>In practice, employees need training and guidelines to operate effectively (as with medicine, “first do no harm”). To get started on a company strategy in this area, take a look at some of the many available <a href="https://rawsoninternetmarketing.com/7-easy-steps-increase-employee-engagement-social-media/" target="_blank" rel="noreferrer noopener">resources and guides</a>.</p>



<h5 class="has-text-align-left has-background wp-block-heading" style="background-color:#fbf6ff">2. <strong>Create multimedia attention-grabbers </strong></h5>



<p>If you’re on social platforms, you’re likely already posting about a variety of relevant topics and using eye-catching photos to increase engagement. But are you also using video effectively? </p>



<p><a href="https://cdn2.hubspot.net/hubfs/53/tools/state-of-marketing/PDFs/Not%20Another%20State%20of%20Marketing%20Report%20-%20Web%20Version.pdf" target="_blank" rel="noreferrer noopener">Research</a> has indicated that video content is now the #1 form of media used in social content strategy, surpassing even infographics and blogs. Furthermore, this same report indicates that the posts that garner the most engagement include photos and videos.</p>



<p>Of course, when in doubt, the internet is always a welcoming place for pet photos&nbsp;– check out <a href="https://twitter.com/BioRadEducation/status/1298650382097420294" target="_blank" rel="noreferrer noopener">this cute example</a> from Bio-Rad.</p>



<h5 class="has-text-align-left has-background wp-block-heading" style="background-color:#fbf6ff">3. <strong>Check in and evaluate your campaigns</strong> </h5>



<p>Social media can be a place where companies get to show their “human” side by sharing their thoughts and values. However, if you choose to automate by scheduling what content you think your audience needs, then make sure to check in on its performance too. It can be easy to forget about this element when you get into a posting groove.</p>



<p>See which topics are getting interactions and put more of them out there. A lot of social management platforms have robust analytics built in, like <a href="https://www.capterra.com/social-media-marketing-software/compare/146280-121447/Falcon-io-vs-Sprout-Social" target="_blank" rel="noreferrer noopener">Falcon or Sprout Social</a>. You can go a step further by using tools like <a href="https://sparktoro.com/">SparkToro</a> to identify your audience’s favorite accounts, news sources, and hashtags. </p>



<p>For science content, this doesn&#8217;t just mean posting about how cool your new technology is, it also means joining conversations like <a href="https://twitter.com/search?q=%23PhDChat&amp;src=typed_query" target="_blank" rel="noreferrer noopener">#PhDChat</a> or <a href="https://twitter.com/search?q=%23AcademicChatter&amp;src=typed_query" target="_blank" rel="noreferrer noopener">#AcademicChatter</a>.</p>



<h5 class="has-text-align-left has-background wp-block-heading" style="background-color:#fbf6ff">4. <strong>Get interactive</strong></h5>



<p>There are a lot of ways to ask your followers to engage directly. Essentially all social media channels have integrated features that allow for <a href="https://blog.hootsuite.com/instagram-poll/" target="_blank" rel="noreferrer noopener">polling</a> and Q&amp;As. Now that you’ve established your social channels, these can be a great tool to create dialogue with (and amongst) your followers, as well as to get insights and opinions that can feed back into your social strategy. &nbsp;<br><br>You can also leverage social media as a way to host contests and share some giveaways that spotlight your customers. As an example, Cemex Global recently did a <a href="https://twitter.com/CEMEX/status/1324426309972484096?s=20" target="_blank" rel="noreferrer noopener">call for submissions via Twitter </a>for a photography competition this year. </p>



<p class="popmake-14005">C&amp;EN also works with advertisers on sponsored social campaigns, like Merck Millipore’s Polar Bear “giveaway” or KNF&#8217;s pun contest. </p>



<div class="wp-block-image"><figure class="alignleft size-large is-resized"><img loading="lazy" decoding="async" src="https://acsmediakit.org/app/uploads/2021/02/BeakerPeopleIcon.png" alt="" class="wp-image-13766" width="125" height="125" srcset="https://acsmediakit.org/app/uploads/2021/02/BeakerPeopleIcon.png 500w, https://acsmediakit.org/app/uploads/2021/02/BeakerPeopleIcon-300x300.png 300w, https://acsmediakit.org/app/uploads/2021/02/BeakerPeopleIcon-150x150.png 150w, https://acsmediakit.org/app/uploads/2021/02/BeakerPeopleIcon-239x239.png 239w" sizes="(max-width: 125px) 100vw, 125px" /></figure></div>



<p class="has-background popmake-14005" style="background-color:#f1f5f8"><em>Click here to sign up for our Marketing Elements blog and receive a free social media case study for running contests through a publisher.</em></p>



<hr class="wp-block-separator"/>



<p>Working with a publisher with their own established following is a great way to bring a new set of eyes to your efforts – which leads us to our next suggestion.</p>



<h2 class="has-background wp-block-heading" style="background-color:#f1faff"><strong>A Powerful Paid Boost</strong></h2>



<p>Just like other media platforms, there is always an avenue to use advertising dollars to bring increased visibility and awareness to your social media content. But social advertising allows you to think outside of the box of traditional advertising as well. Tools will vary by platform: for instance, LinkedIn allows for simple text-based ads as well as sponsored messages sent through their messaging system, called InMail.</p>



<div class="wp-block-image"><figure class="alignleft size-large is-resized"><img loading="lazy" decoding="async" src="https://acsmediakit.org/app/uploads/2018/12/customcontent_social.png" alt="" class="wp-image-6266" width="233" height="233" srcset="https://acsmediakit.org/app/uploads/2018/12/customcontent_social-150x150.png 150w, https://acsmediakit.org/app/uploads/2018/12/customcontent_social-300x300.png 300w" sizes="(max-width: 233px) 100vw, 233px" /></figure></div>



<p>All social advertising tools let you carefully select the groups of people who will see your promoted posts. The first step is identifying the groups you want to target. Think about who will be most likely to engage with your content and products – based on factors such as age, interests, location, and organizational affiliations – and <a href="https://acsmediakit.org/blog/beginners-guide-to-personalization-in-science-marketing/" target="_blank" rel="noreferrer noopener">personalize your content</a> with those people and businesses in mind. Remember the stat from earlier about how people who follow your employees on social media are 7x more likely to convert? If your brand is on Facebook, you can specifically target friends of the people who already follow you there.</p>



<p>Note that Facebook’s Ad Manager is more robust than the simple “boost post” option, so make sure to take advantage of the advanced features. On LinkedIn, paid advertising is more expensive, but it can be worth the investment to target specific contacts in the B2B space. To make the best use of your budget, think about using LinkedIn for lead generation campaigns so you can continue to nurture the contacts you gain there beyond the platform.</p>



<p>Many social media platforms have integrated tools to monitor and optimize the performance of paid posts as they run, so you can narrow your scope even further to hit that audience “sweet spot.” Using these performance monitoring tools, you can <a href="https://blog.hootsuite.com/social-media-ab-testing/" target="_blank" rel="noreferrer noopener">conduct A/B testing</a> to compare wording and content pieces and determine what performs best with your target audience. As a result, you can be refining your strategy while you’re implementing it, constantly improving as you go.</p>



<h5 class="has-text-align-left has-background wp-block-heading" style="background-color:#fff7f9"><strong>Consider how all your campaigns fit together</strong></h5>



<p>Social advertising isn’t a standalone endeavor. Consider a three-pronged approach across channels to get the most value from your spend. Use email marketing campaigns to raise awareness with your existing lists, and social media advertising to reach new audiences. Once those campaigns have ended, use a retargeting ad platform to run complementary ads to help push conversions and sales. If your social advertising audience didn’t convert, perhaps your prospects need to learn more about your company or your customer service capabilities. Essentially, think of the types of ads you can serve to a group who already expressed intent. &nbsp;&nbsp;&nbsp;</p>



<h2 class="has-background wp-block-heading" style="background-color:#f1faff"><strong>Now What?</strong></h2>



<p>Now that you’re equipped with strategies to bring your social profiles to the next level, you can venture forth on your journey to <em>really</em> create effective content and find a way for your brand’s voice to be heard. Luckily, we live in an age where resources, tools, and data are available at our fingertips. When used properly, and supported with proper training, it is possible to leverage social media as a very powerful storytelling tool.</p>



<p class="popmake-8259"></p>
]]></content:encoded>
					
					<wfw:commentRss>https://acsmediakit.org/blog/youre-on-social-now-what/feed/</wfw:commentRss>
			<slash:comments>0</slash:comments>
		
		
			</item>
		<item>
		<title>Top Science Marketing Articles of 2020</title>
		<link>https://acsmediakit.org/blog/top-5-science-marketing-articles-of-2020/</link>
					<comments>https://acsmediakit.org/blog/top-5-science-marketing-articles-of-2020/#respond</comments>
		
		<dc:creator><![CDATA[C&#38;EN Media Group]]></dc:creator>
		<pubDate>Tue, 08 Dec 2020 21:24:00 +0000</pubDate>
				<category><![CDATA[Most Popular]]></category>
		<category><![CDATA[advertising life sciences]]></category>
		<category><![CDATA[content marketing]]></category>
		<category><![CDATA[Digital Strategies]]></category>
		<category><![CDATA[event marketing]]></category>
		<category><![CDATA[life sciences trade shows]]></category>
		<category><![CDATA[marketing strategies]]></category>
		<category><![CDATA[online marketing]]></category>
		<category><![CDATA[Print]]></category>
		<category><![CDATA[print advertising]]></category>
		<category><![CDATA[product marketing]]></category>
		<category><![CDATA[social media]]></category>
		<category><![CDATA[sponsorship]]></category>
		<category><![CDATA[technical content]]></category>
		<category><![CDATA[trade shows]]></category>
		<category><![CDATA[trends]]></category>
		<guid isPermaLink="false">https://acsmediakit.org/?p=13495</guid>

					<description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time:</span> <span class="rt-time">4</span> <span class="rt-label rt-postfix">minutes</span></span> This past year has truly been unprecedented for science marketers, digital strategists and marketing agencies around the world. The chemical industry has had to adjust &#8211;&#160; and is still doing so &#8211;&#160; to a new normal, with in-person events transitioning completely to digital platforms and many scientists, &#8211; and the marketers trying to reach them [&#8230;]]]></description>
										<content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time:</span> <span class="rt-time">4</span> <span class="rt-label rt-postfix">minutes</span></span>
<hr class="wp-block-separator"/>



<p>This past year has truly been unprecedented for science marketers, digital strategists and marketing agencies around the world. The chemical industry has had to adjust &#8211;&nbsp; and is still doing so &#8211;&nbsp; to a new normal, with in-person events transitioning completely to digital platforms and many scientists, &#8211; and the marketers trying to reach them &#8211; still working from home.</p>



<p>So as we take a look back at our most read articles in 2020, we see a very unsurprising trend: you all were looking for best practices around digital marketing, and how to ensure that your lead generation campaigns &#8211; the lifeblood that replaced in-person event marketing &#8211; would be successful. Here are the top posts that resonated most with you this year, and will likely help guide your campaigns going into 2021.</p>



<div style="height:30px" aria-hidden="true" class="wp-block-spacer"></div>



<h2 class="wp-block-heading"># Five</h2>



<div class="wp-block-image"><figure class="alignright size-large is-resized"><a href="https://cenbrandlab.org/how-brand-perception-influences-buyers-in-the-chemical-and-life-sciences-space/" target="_blank" rel="noreferrer noopener"><img loading="lazy" decoding="async" src="https://acsmediakit.org/app/uploads/2019/12/Misc-Blog-Posts-770x520.png" alt="C&amp;EN BrandLab Brand Study" class="wp-image-11107" width="283" height="191" srcset="https://acsmediakit.org/app/uploads/2019/12/Misc-Blog-Posts-770x520.png 770w, https://acsmediakit.org/app/uploads/2019/12/Misc-Blog-Posts-770x520-300x203.png 300w, https://acsmediakit.org/app/uploads/2019/12/Misc-Blog-Posts-770x520-768x520.png 768w, https://acsmediakit.org/app/uploads/2019/12/Misc-Blog-Posts-770x520-270x183.png 270w" sizes="(max-width: 283px) 100vw, 283px" /></a></figure></div>



<p class="has-vivid-green-cyan-background-color has-background has-medium-font-size"><strong><strong>How Brand Perception Influences Buyers in the Chemical and Life Sciences Space</strong></strong><br></p>



<p>Do you know what drives buyers to purchase your products? Or what influences buying teams to consider your brand in the first place? <a href="https://cenbrandlab.org/?utm_source=CENM&amp;utm_medium=Microsite&amp;utm_campaign=BrandLab" target="_blank" rel="noreferrer noopener">C&amp;EN BrandLab</a> set out to help our clients answer those questions when we conducted our first-ever brand study, gathering responses of 779 scientists who represent more than $150 million in purchasing power.</p>



<p>In one of our most read blog posts on our C&amp;EN BrandLab blog, which <a href="https://cenbrandlab.org/home-blog/?utm_source=CENM&amp;utm_medium=Microsite&amp;utm_campaign=BrandLab" target="_blank" rel="noreferrer noopener">covers</a> native advertising tactics from our custom content studio, we discussed the findings of the survey and how they can be applied through smart content marketing tactics.</p>



<p><em><strong>Bonus: </strong>Be on the lookout for the results of our industry-specific brand study in petrochemicals later this month.</em></p>



<p class="has-very-light-gray-background-color has-background"><strong><a href="https://cenbrandlab.org/how-brand-perception-influences-buyers-in-the-chemical-and-life-sciences-space/" target="_blank" rel="noreferrer noopener"> Read ‘How Brand Perception Influences Buyers in the Chemical and Life Sciences Space’ </a></strong></p>



<div style="height:40px" aria-hidden="true" class="wp-block-spacer"></div>



<hr class="wp-block-separator"/>



<h2 class="wp-block-heading"># Four</h2>



<div class="wp-block-image"><figure class="alignright size-large is-resized"><a href="https://acsmediakit.org/blog/beginners-guide-to-personalization-in-science-marketing/" target="_blank" rel="noreferrer noopener"><img loading="lazy" decoding="async" src="https://acsmediakit.org/app/uploads/2020/02/Digital-Marketing-770x520-1.png" alt="" class="wp-image-11610" width="283" height="191" srcset="https://acsmediakit.org/app/uploads/2020/02/Digital-Marketing-770x520-1.png 770w, https://acsmediakit.org/app/uploads/2020/02/Digital-Marketing-770x520-1-300x203.png 300w, https://acsmediakit.org/app/uploads/2020/02/Digital-Marketing-770x520-1-768x519.png 768w, https://acsmediakit.org/app/uploads/2020/02/Digital-Marketing-770x520-1-270x182.png 270w" sizes="(max-width: 283px) 100vw, 283px" /></a></figure></div>



<p class="has-vivid-green-cyan-background-color has-background has-medium-font-size"><strong><strong>A Beginner’s Guide to Personalized Digital Marketing</strong></strong><br></p>



<p>Yes, receiving a coupon code in your inbox for that exact piece of equipment you’ve eyed does come off a little invasive. However, targeting your audience by their search, browsing, or purchase history isn’t as off-putting as one may have thought. In fact, <a href="https://instapage.com/blog/personalization-statistics">nearly 80% of Americans</a> said that personalized content from brands increases their purchase activity. And marketers that use a personalized web experience see on average a<a href="https://instapage.com/blog/personalization-statistics"> 20% increase in sales</a>.</p>



<p>In this blog post, we discussed how you can personalize your marketing tactics to answer the needs of users specifically in the scientific arena, hitting them with the right suggestions at the right times. Which, in a Working-From-Home era, is more important than ever.</p>



<p class="has-very-light-gray-background-color has-background"><strong><a href="https://acsmediakit.org/blog/beginners-guide-to-personalization-in-science-marketing/" target="_blank" rel="noreferrer noopener">Read ‘A Beginner’s Guide to Personalized Digital Marketing’</a></strong></p>



<div style="height:40px" aria-hidden="true" class="wp-block-spacer"></div>



<hr class="wp-block-separator"/>



<div class="wp-block-image"><figure class="alignright size-large is-resized"><a href="https://acsmediakit.org/blog/serving-the-chemistry-community/" target="_blank" rel="noreferrer noopener"><img loading="lazy" decoding="async" src="https://acsmediakit.org/app/uploads/2020/04/Covid-Blog-Post-770x520-Post-1024x692.png" alt="" class="wp-image-12130" width="283" height="191" srcset="https://acsmediakit.org/app/uploads/2020/04/Covid-Blog-Post-770x520-Post-1024x692.png 1024w, https://acsmediakit.org/app/uploads/2020/04/Covid-Blog-Post-770x520-Post-300x203.png 300w, https://acsmediakit.org/app/uploads/2020/04/Covid-Blog-Post-770x520-Post-768x519.png 768w, https://acsmediakit.org/app/uploads/2020/04/Covid-Blog-Post-770x520-Post-770x520.png 770w, https://acsmediakit.org/app/uploads/2020/04/Covid-Blog-Post-770x520-Post-270x182.png 270w, https://acsmediakit.org/app/uploads/2020/04/Covid-Blog-Post-770x520-Post.png 1155w" sizes="(max-width: 283px) 100vw, 283px" /></a></figure></div>



<h2 class="wp-block-heading"># Three</h2>



<p class="has-vivid-green-cyan-background-color has-background has-medium-font-size"><strong><strong>Editor’s Desk: Serving the Chemistry Community</strong></strong></p>



<p>Throughout this past year, our <a href="https://cen.acs.org/index.html" target="_blank" rel="noreferrer noopener">C&amp;EN newmagazine</a> has conducted thorough reporting on the science behind the coronavirus pandemic, and to combat misinformation, has ensured that all of our readers &#8211; whether they are ACS members or not &#8211;&nbsp; have full access to content they can trust.</p>



<p>In this post from our recurring <em><a href="https://acsmediakit.org/blog/category/editors-desk/" target="_blank" rel="noreferrer noopener">Editor’s Desk</a></em> series, our editor-in-chief, Bibiana Campos Seijo, highlights the initiatives C&amp;EN has been undertaking as a result of the COVID-19 pandemic,&nbsp; including making all of our <a href="https://cen.acs.org/collections/Tracking-the-novel-coronavirus.html">coronavirus-related content</a>&nbsp;free to the public. It was heartening to see that highlighting these programs made the list of our top 5 most read posts of the year!</p>



<p class="has-very-light-gray-background-color has-background"><strong><a href="https://acsmediakit.org/blog/serving-the-chemistry-community/" target="_blank" rel="noreferrer noopener">Read ‘Editor’s Desk: Serving the Chemistry Community’</a></strong></p>



<div style="height:40px" aria-hidden="true" class="wp-block-spacer"></div>



<hr class="wp-block-separator"/>



<h2 class="wp-block-heading"># Two</h2>



<div class="wp-block-image"><figure class="alignright size-large is-resized"><a href="https://acsmediakit.org/blog/best-practices-communicating-your-science/" target="_blank" rel="noreferrer noopener"><img loading="lazy" decoding="async" src="https://acsmediakit.org/app/uploads/2020/01/Communication770x520.jpg" alt="Best Practices in Science Communication" class="wp-image-11305" width="283" height="191" srcset="https://acsmediakit.org/app/uploads/2020/01/Communication770x520.jpg 770w, https://acsmediakit.org/app/uploads/2020/01/Communication770x520-300x203.jpg 300w, https://acsmediakit.org/app/uploads/2020/01/Communication770x520-768x519.jpg 768w, https://acsmediakit.org/app/uploads/2020/01/Communication770x520-270x182.jpg 270w" sizes="(max-width: 283px) 100vw, 283px" /></a></figure></div>



<p class="has-vivid-green-cyan-background-color has-background has-medium-font-size"><strong><strong>Best Practices: Communicating Your Science</strong></strong></p>



<p>Industry jargon can really get the best of us. We use it so much in our day-to-day conversations at work that we don’t realize how easily it slips into other conversations. Even worse, we all tend to be under the impression that certain jargon is well-known industry wide, when in reality, not everyone knows that “PDF” has multiple meanings.</p>



<p>In this article, we share tips on how you can communicate science to non-scientists and scientists alike. Through these simple steps, like de-jargoning and clarifying your content, the key concepts and findings you are looking to share will be the very thing to get your audience excited about your news.</p>



<p class="has-very-light-gray-background-color has-background"><a href="https://acsmediakit.org/blog/best-practices-communicating-your-science/" target="_blank" rel="noreferrer noopener"><strong>Read ‘Best Practices: Communicating Your Science’</strong></a></p>



<div style="height:50px" aria-hidden="true" class="wp-block-spacer"></div>



<hr class="wp-block-separator"/>



<h2 class="wp-block-heading"># One</h2>



<div class="wp-block-image"><figure class="alignright size-large is-resized"><a href="https://acsmediakit.org/blog/the-lead-generation-campaign-checklist/" target="_blank" rel="noreferrer noopener"><img loading="lazy" decoding="async" src="https://acsmediakit.org/app/uploads/2020/04/LeadGenChecklist770x520.jpeg" alt="Lead Generation Campaign Checklist" class="wp-image-12050" width="283" height="191" srcset="https://acsmediakit.org/app/uploads/2020/04/LeadGenChecklist770x520.jpeg 770w, https://acsmediakit.org/app/uploads/2020/04/LeadGenChecklist770x520-300x203.jpeg 300w, https://acsmediakit.org/app/uploads/2020/04/LeadGenChecklist770x520-768x519.jpeg 768w, https://acsmediakit.org/app/uploads/2020/04/LeadGenChecklist770x520-270x182.jpeg 270w" sizes="(max-width: 283px) 100vw, 283px" /></a></figure></div>



<p class="has-vivid-green-cyan-background-color has-background has-medium-font-size"><strong><strong>The Lead Generation Campaign Checklist</strong> </strong></p>



<p>When global crises left many marketing teams with canceled in-person events, they turned to digital <a href="https://acsmediakit.org/lead-generation-case-studies-for-the-science-marketer/" target="_blank" rel="noreferrer noopener">lead generation tools</a> that they knew could still deliver sales-ready leads, such as webinars and whitepapers. But how does one ensure they can properly evaluate the success of these lead generation tactics? We recommend building a plan, from beginning to end.</p>



<p>So in our most popular blog post, we walked you through <em>Pre</em>, <em>During</em> and <em>Post</em>-Campaign items you should be checking off to ensure that your lead generation campaigns deliver the results you need.&nbsp;</p>



<p class="has-very-light-gray-background-color has-background"><a href="https://acsmediakit.org/blog/the-lead-generation-campaign-checklist/" target="_blank" rel="noreferrer noopener"><strong>Read ‘The Lead Generation Campaign Checklist’</strong></a></p>



<hr class="wp-block-separator"/>



<p class="has-drop-cap" style="font-size:18px">The start of a new decade means the start of a new wave of science marketing resources to share with our community! In addition to our growing <a aria-label="library of case studies (opens in a new tab)" rel="noreferrer noopener" href="https://acsmediakit.org/access-cen-media-group-case-study-library/?src=kit&amp;partnerref=blog" target="_blank">library of case studies</a> and <a aria-label="events (opens in a new tab)" rel="noreferrer noopener" href="https://acsmediakit.org/science-marketing-events/?src=kit&amp;partnerref=blog" target="_blank">events</a>, catch up with our <a aria-label="webinars on-demand (opens in a new tab)" rel="noreferrer noopener" href="https://vimeo.com/cenmediagroup" target="_blank">webinars on-demand</a>, and our new report on <a href="https://acsmediakit.org/blog/b2b-marketing-trends-for-science-marketers/?src=whitepapers&amp;partnerref=blog" target="_blank" rel="noreferrer noopener">B2B marketing trends</a>. <em>Use the comment section below to tell us what type of marketing resources, how-to’s, and other content you would like us to add to the Marketing Elements blog. </em></p>
]]></content:encoded>
					
					<wfw:commentRss>https://acsmediakit.org/blog/top-5-science-marketing-articles-of-2020/feed/</wfw:commentRss>
			<slash:comments>0</slash:comments>
		
		
			</item>
		<item>
		<title>Best Practices for Engaging your Audience with Visual Content</title>
		<link>https://acsmediakit.org/blog/best-practices-for-engaging-your-audience-with-visual-content/</link>
					<comments>https://acsmediakit.org/blog/best-practices-for-engaging-your-audience-with-visual-content/#respond</comments>
		
		<dc:creator><![CDATA[C&#38;EN Media Group]]></dc:creator>
		<pubDate>Thu, 06 Aug 2020 15:38:48 +0000</pubDate>
				<category><![CDATA[Best Practices]]></category>
		<category><![CDATA[Digital Strategies]]></category>
		<category><![CDATA[content marketing]]></category>
		<category><![CDATA[data]]></category>
		<category><![CDATA[infographics]]></category>
		<category><![CDATA[social media]]></category>
		<category><![CDATA[sponsored content]]></category>
		<category><![CDATA[video]]></category>
		<category><![CDATA[video marketing]]></category>
		<category><![CDATA[visualizations]]></category>
		<guid isPermaLink="false">https://acsmediakit.org/?p=12674</guid>

					<description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time:</span> <span class="rt-time">5</span> <span class="rt-label rt-postfix">minutes</span></span> The power of visual content is undeniable: It’s easy for audiences to digest, connect to on an emotional level, and leaves a lasting impression. This makes photographs, videos, infographics and other visuals powerful marketing tools for reaching your target audiences. And according to a report by Contently, 75% of surveyed brands say they get better [&#8230;]]]></description>
										<content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time:</span> <span class="rt-time">5</span> <span class="rt-label rt-postfix">minutes</span></span>
<hr class="wp-block-separator"/>



<p>The power of <a href="https://movableink.com/blog/29-incredible-stats-that-prove-the-power-of-visual-marketing/" target="_blank" rel="noreferrer noopener">visual content is undeniable</a>: It’s easy for audiences to digest, connect to on an emotional level, and leaves a lasting impression. This makes photographs, videos, infographics and other visuals powerful marketing tools for reaching your target audiences. </p>



<div class="wp-block-image"><figure class="alignright size-large"><a href="https://contently.com/2019/04/23/visual-content-report-libris/" target="_blank" rel="noopener noreferrer"><img loading="lazy" decoding="async" width="323" height="198" src="https://acsmediakit.org/app/uploads/2020/08/Screen-Shot-2020-08-05-at-4.47.52-PM.png" alt="" class="wp-image-12686" srcset="https://acsmediakit.org/app/uploads/2020/08/Screen-Shot-2020-08-05-at-4.47.52-PM.png 323w, https://acsmediakit.org/app/uploads/2020/08/Screen-Shot-2020-08-05-at-4.47.52-PM-300x184.png 300w, https://acsmediakit.org/app/uploads/2020/08/Screen-Shot-2020-08-05-at-4.47.52-PM-270x166.png 270w" sizes="(max-width: 323px) 100vw, 323px" /></a></figure></div>



<p>And according to a <a href="https://contently.com/2019/04/23/visual-content-report-libris/" target="_blank" rel="noreferrer noopener">report by Contently</a>, 75% of surveyed brands say they get better results from marketing campaigns that use visual assets, compared to those that don’t.</p>



<p>As marketers in data-driven industries like the chemical sciences, we can often get trapped into thinking about traditional, written forms of scientific communication like scientific manuscripts or posters. In doing so, <a href="https://acsmediakit.org/blog/best-practices-communicating-your-science/" target="_blank" rel="noreferrer noopener">we may use jargon-full</a>, coded language that could be fatiguing, even for our highly-technical audience. We also limit the potential amplification of our content by making it inaccessible to a broader audience.</p>



<p>Fortunately, scientific fields lend themselves well to some pretty incredible visuals. Even scientific journals and authors are putting more effort into making visual content and figures that enhance understanding. </p>



<p>Let’s take a look at some examples of the compelling visual content that brings technical details of the science world to life.</p>



<div style="height:20px" aria-hidden="true" class="wp-block-spacer"></div>



<h2 class="wp-block-heading"><strong>Stunning Imagery and Original Photography</strong></h2>



<div style="height:30px" aria-hidden="true" class="wp-block-spacer"></div>



<p>As the saying goes, “a picture is worth a thousand words.” Both complex and simple images can communicate far beyond the technical language used to describe them, with the added benefit of connecting with your audience on a deeper level.</p>



<p>Take, for instance, the <a href="https://www.nature.com/articles/d41586-019-01155-0" target="_blank" rel="noreferrer noopener">first-ever direct image of a black hole</a>, voted by <em>Nature</em> to be the <a href="https://www.nature.com/articles/d41586-019-03839-z" target="_blank" rel="noreferrer noopener">top science image of 2019</a>. The visual itself is incredible and was shared far and wide across social media and news channels. What got even more attention, however, was the photo of lead scientist on the project, Katie Bouman, and <a href="https://twitter.com/CNN/status/1116989667226861568?s=20" target="_blank" rel="noreferrer noopener">her reaction to seeing the image for the first time</a>. </p>



<p>It captured the excitement and elation that comes with ground-breaking scientific discovery, emotions that experts and non-experts alike can relate to. It’s also a rare look into the discovery process, something that broader audiences typically don’t get such a candid look at, and brings in a personal, human touch to the science.</p>



<figure class="wp-block-embed-twitter aligncenter wp-block-embed is-type-rich is-provider-twitter"><div class="wp-block-embed__wrapper">
<blockquote class="twitter-tweet" data-width="550" data-dnt="true"><p lang="en" dir="ltr">That image of a black hole you saw everywhere? Thank Katie Bouman for making it possible. She developed a crucial algorithm that helped devise imaging methods: <a href="https://t.co/bVTxqcKmoj">https://t.co/bVTxqcKmoj</a> <a href="https://t.co/4bRnlhnOKa">pic.twitter.com/4bRnlhnOKa</a></p>&mdash; CNN (@CNN) <a href="https://twitter.com/CNN/status/1116989667226861568?ref_src=twsrc%5Etfw">April 13, 2019</a></blockquote><script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>
</div></figure>



<div style="height:25px" aria-hidden="true" class="wp-block-spacer"></div>



<p>For many scientific brands, this is an important lesson: <strong>Science can and should be personalized to connect with audiences on a deeper, human level</strong>. Sincere imagery and photography of real scientists can do just that.</p>



<h2 class="wp-block-heading"><strong>Compelling Data Visualization</strong></h2>



<div style="height:30px" aria-hidden="true" class="wp-block-spacer"></div>



<p>With the explosion of fields that generate massive amounts of “big data,” like genomics, there is a growing need for ways to make sense of huge data sets, finding the patterns within. Enter <a href="https://www.tableau.com/learn/articles/data-visualization" target="_blank" rel="noreferrer noopener">data visualization</a>, which uses charts, graphs, and other elements, to extract and communicate valuable insights from data. These can be visually appealing and, much like photography, they support the efficient communication of complex information to a broad audience.</p>



<p><a href="https://twitter.com/ed_hawkins" target="_blank" rel="noreferrer noopener">Climatologist Ed Hawkins</a> accomplished this with a simple <a href="https://showyourstripes.info/" target="_blank" rel="noreferrer noopener">visualization of Earth’s increasing temperature</a>. The image went viral on social media and has since been printed on shirts, cars, yoga pants, and even buildings, bringing attention to an issue that has long suffered from “<a href="https://greatergood.berkeley.edu/article/item/how_to_overcome_apocalypse_fatigue_around_climate_change" target="_blank" rel="noreferrer noopener">apocalypse fatigue</a>.”</p>



<div class="wp-block-image"><figure class="alignleft size-large"><a href="https://www.bruker.com/en/products-and-solutions/preclinical-imaging.html" target="_blank" rel="noopener noreferrer"><img loading="lazy" decoding="async" width="239" height="285" src="https://acsmediakit.org/app/uploads/2020/08/Screen-Shot-2020-08-05-at-4.50.17-PM.png" alt="" class="wp-image-12691" srcset="https://acsmediakit.org/app/uploads/2020/08/Screen-Shot-2020-08-05-at-4.50.17-PM.png 239w, https://acsmediakit.org/app/uploads/2020/08/Screen-Shot-2020-08-05-at-4.50.17-PM-200x239.png 200w" sizes="(max-width: 239px) 100vw, 239px" /></a></figure></div>



<p>Many analytical techniques, like X-ray micro-tomography, produce images that are downright stunning and don’t require any visualization techniques to be applied. </p>



<p>Just check out <a href="https://www.bruker.com/en/products-and-solutions/preclinical-imaging.html" target="_blank" rel="noreferrer noopener">this gallery of images</a> produced using Bruker instruments. These images are attention-grabbing, impressive, and much more compelling than a list of an instrument&#8217;s technical specifications.</p>



<h2 class="wp-block-heading"><strong>SciArt and Infographics</strong></h2>



<div style="height:20px" aria-hidden="true" class="wp-block-spacer"></div>



<p>Science is often positioned on the opposite side of the intellectual spectrum as art. But creative endeavors, like the #<a href="https://twitter.com/search?q=%23sciart&amp;src=typed_query" target="_blank" rel="noreferrer noopener">SciArt</a> movement, have blended the two to create some amazing visuals, including <a href="https://www.theparisreview.org/blog/2020/05/18/how-to-draw-the-coronavirus/?utm_content=133104319&amp;utm_medium=social&amp;utm_source=linkedin&amp;hss_channel=lcp-222115" target="_blank" rel="noreferrer noopener">beautiful illustrations of coronavirus</a>, <a href="https://www.etsy.com/listing/823013774/gel-electrophoresis-in-blue-original?utm_medium=SellerListingTools&amp;utm_campaign=Share&amp;utm_source=Twitter&amp;share_time=1594753547000&amp;utm_term=so.slt" target="_blank" rel="noreferrer noopener">watercolors</a> and paintings of gel electrophoresis banding patterns, and <a href="https://sciencecrochet.wordpress.com/gallery/" target="_blank" rel="noreferrer noopener">crocheted neurons</a>. Many infographics, which focus on the aesthetic arrangement of images with minimal text, fall under this category and are <a href="https://connect.acspubs.org/Thermo-BLPoster-CS" target="_blank" rel="noreferrer noopener">effective marketing tools</a> for the simplistic, visual stories they tell.</p>



<p>This<a href="https://dam.abbott.com/en-us/abbottcorpnews/pdf/Phases-Infographic-Final-No-lateral-flow.pdf" target="_blank" rel="noreferrer noopener"> infographic from Abbott</a> is a great example, explaining the different types of diagnostic tests for SARS-CoV-2 and where they fit in the infection cycle. Here at C&amp;EN, our <a href="https://cen.acs.org/collections/chemistry-in-pictures.html" target="_blank" rel="noreferrer noopener">Chemistry in Pictures</a> series showcases the aesthetic beauty of chemistry in our audience’s day-to-day. The images are typically submitted by our audience, and is often sponsored by brands, through social media competitions or highlighting products’ uses in the lab.</p>



<h2 class="wp-block-heading"><strong>Short and Long-Form Video</strong></h2>



<div style="height:30px" aria-hidden="true" class="wp-block-spacer"></div>



<p>These days, everyone’s carrying high-quality cameras in their pocket, making it easy to generate video content with the push of a button. This medium has a lot of benefits for attracting qualified visitors through organic and social channels, driving high conversion rates.</p>



<p>Zymo Research commonly uses video on their social channels to give a glimpse <a href="https://twitter.com/ZymoResearch/status/1271412058463010816?s=20" target="_blank" rel="noreferrer noopener">behind the scenes in their manufacturing facilities</a> or show how reagents and equipment are being <a href="https://twitter.com/ZymoResearch/status/1142432243429908483?s=20" target="_blank" rel="noreferrer noopener">used out in the field</a>. Video can also be used to create <a href="https://www.tiktok.com/@lab_shenanigans/video/6820542823008439558?lang=en" target="_blank" rel="noreferrer noopener">hilarious science content</a> or visually stunning content that explains <a href="https://www.youtube.com/watch?v=nUQvJOSCoi4" target="_blank" rel="noreferrer noopener">complex scientific concepts</a> and research findings.</p>



<hr class="wp-block-separator"/>



<figure class="wp-block-embed-youtube aligncenter wp-block-embed is-type-video is-provider-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio"><div class="wp-block-embed__wrapper">
<iframe loading="lazy" title="Dance your PhD 2019 WINNER - Social experiences in larval zebrafish and their brains" width="900" height="506" src="https://www.youtube.com/embed/nUQvJOSCoi4?feature=oembed" frameborder="0" allow="accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe>
</div><figcaption>Dance your PhD 2019 WINNER</figcaption></figure>



<hr class="wp-block-separator"/>



<p>While videos can be expensive to produce, many brands <a href="https://www.linkedin.com/pulse/make-bad-videos-get-better-engagement-garin-hess/" target="_blank" rel="noreferrer noopener">report seeing better engagement with authentic, less produced videos</a>. For example, <a href="https://www.khanacademy.org/science/organic-chemistry/stereochemistry-topic/chirality-r-s-system/v/introduction-to-chirality?modal=1" target="_blank" rel="noreferrer noopener">videos from the Khan Academy</a> and <a href="https://www.col.org/news/importance-of-tiktok-type-videos-for-learning/" target="_blank" rel="noreferrer noopener">TikTok</a> are incredibly effective at capturing attention and teaching complex concepts. So, think about ways you can utilize the platforms your audience is already using and accustomed to, like Instagram, to both deliver in formats that are more engaging – and save on costs.</p>



<h2 class="wp-block-heading"><strong>Visual Content Distribution Channels</strong></h2>



<div style="height:30px" aria-hidden="true" class="wp-block-spacer"></div>



<p>So, what does this mean for your marketing strategy? </p>



<p>If you’re not already, think about how visual content can be infused into your other marketing channels. Compelling imagery, original photography, and infographics can be featured in your written content including, blogs, <a href="https://cenbrandlab.org/case_studies/chemours/" target="_blank" rel="noreferrer noopener">sponsored content</a>, and campaign landing pages. <a href="https://acsmediakit.org/blog/embracing-new-digital-marketing-tactics-without-the-downsides/" target="_blank" rel="noreferrer noopener">Videos</a> can improve your organic visibility when used throughout your website and can also tap into traffic through other search engines, like YouTube.</p>



<div style="height:20px" aria-hidden="true" class="wp-block-spacer"></div>



<h3 class="has-text-align-left wp-block-heading"><strong>The Importance of Visual Content in Social Media</strong></h3>



<p>It’s worth noting that many of the most impactful examples above went viral through social media. <a href="https://blog.hootsuite.com/epic-guide-creating-social-media-visuals/" target="_blank" rel="noreferrer noopener">Hootsuite reports</a> that LinkedIn posts, Facebook posts, and tweets with images get much more engagement. The same holds true for video content.</p>



<p>If you aren’t incorporating visual content into your social media strategy, one easy place to get started is through <a href="https://acsmediakit.org/blog/repurposing-content-when-your-conferences-have-been-canceled/" target="_blank" rel="noreferrer noopener">repurposing</a> existing content. Is there a key figure from one of your white papers that you could spruce up or simplify for use in your next post? Another option is getting in touch with co-workers who are more visually minded or your scientific teams to see if they have any ideas for visual content that your audience might find appealing.</p>



<p>Live events are another place that visual content and social media intersect. With many trade shows and gatherings <a href="https://acsmediakit.org/blog/repurposing-content-when-your-conferences-have-been-canceled/" target="_blank" rel="noreferrer noopener">cancelled</a> for the rest of the year, think about how virtual events can be leveraged for visual content. It can be as simple as taking a candid screenshot during a Zoom meeting, such as <a href="https://www.linkedin.com/posts/activity-6666764460595781633-rT8v" target="_blank" rel="noreferrer noopener">this one</a> from the instrument services and support team at Thermo Fisher Scientific.</p>



<hr class="wp-block-separator is-style-dots"/>



<p>With the current technology we have, capable of capturing images and videos, there are many possibilities for generating visual content. No matter where or how you decide to source and use your visual content, never lose sight of the wants, needs and preferred channels of your target audience and your brand. This may take some internal training and audience research to perfect, but the pay-off will be a more personal, engaged following of potential customers.</p>
]]></content:encoded>
					
					<wfw:commentRss>https://acsmediakit.org/blog/best-practices-for-engaging-your-audience-with-visual-content/feed/</wfw:commentRss>
			<slash:comments>0</slash:comments>
		
		
			</item>
		<item>
		<title>Embracing New Digital Marketing Tactics – Without the Downsides</title>
		<link>https://acsmediakit.org/blog/embracing-new-digital-marketing-tactics-without-the-downsides/</link>
					<comments>https://acsmediakit.org/blog/embracing-new-digital-marketing-tactics-without-the-downsides/#respond</comments>
		
		<dc:creator><![CDATA[C&#38;EN Media Group]]></dc:creator>
		<pubDate>Wed, 17 Jun 2020 19:01:36 +0000</pubDate>
				<category><![CDATA[Digital Strategies]]></category>
		<category><![CDATA[branding]]></category>
		<category><![CDATA[influencers]]></category>
		<category><![CDATA[programmatic advertising]]></category>
		<category><![CDATA[social media]]></category>
		<category><![CDATA[social media policies]]></category>
		<category><![CDATA[video marketing]]></category>
		<guid isPermaLink="false">https://acsmediakit.org/?p=12486</guid>

					<description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time:</span> <span class="rt-time">7</span> <span class="rt-label rt-postfix">minutes</span></span> New concepts and tactics in digital marketing have created many new opportunities for companies of all sizes, including those with small budgets. These tactics can open up a whole new world for you as a marketer, including different audiences, additional insights, and better ROI. Many marketers who have been in the game for a long [&#8230;]]]></description>
										<content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time:</span> <span class="rt-time">7</span> <span class="rt-label rt-postfix">minutes</span></span>
<hr class="wp-block-separator"/>



<p>New concepts and tactics in digital marketing have created many new opportunities for companies of all sizes, including those with small budgets. These tactics can open up a whole new world for you as a marketer, including different audiences, additional insights, and better ROI.</p>



<p>Many marketers who have been in the game for a long time may want to stick with the tried-and-true methods that have delivered acceptable (or even great) results. And it&#8217;s comfortable to stick with what has worked in the past: You know which <a rel="noreferrer noopener" href="https://acsmediakit.org/blog/neuromarketing-step-1-defining-your-unique-target-audience/" target="_blank">audiences</a> you’ll target, approximately how many <a rel="noreferrer noopener" href="https://acsmediakit.org/lead-generation-case-studies-for-the-science-marketer/" target="_blank">leads</a> you’ll get, and how much it will all cost. </p>



<p>But taking risks in marketing and trying a different strategy, along with new digital tactics, could make a huge difference for your brand. You could raise awareness with audience segments that were previously inaccessible, get deeper engagement with your content, and drive conversions.</p>



<p>Let’s get a better understanding of the types of helpful digital strategies that are out there, then discuss some best practices when deploying any new marketing tactic. These best practices will help you break out of the traditional marketing box that you’ve been in year after year, allowing you to overcome the concerns and risks you’ve had about trying something new. </p>



<p>By no means do these methods represent <a rel="noreferrer noopener" href="https://chiefmartec.com/2020/04/marketing-technology-landscape-2020-martech-5000/" target="_blank"><em>all</em> the possible digital</a> tactics out there, but they are good starting points for marketers looking to take a leap.</p>



<div style="height:20px" aria-hidden="true" class="wp-block-spacer"></div>



<div class="wp-block-image"><figure class="alignleft size-large is-resized"><img loading="lazy" decoding="async" src="https://acsmediakit.org/app/uploads/2014/07/shutterstock_284700218.jpg" alt="life sciences social media accounts" class="wp-image-2297" width="193" height="138" srcset="https://acsmediakit.org/app/uploads/2014/07/shutterstock_284700218.jpg 900w, https://acsmediakit.org/app/uploads/2014/07/shutterstock_284700218-270x195.jpg 270w, https://acsmediakit.org/app/uploads/2014/07/shutterstock_284700218-768x555.jpg 768w" sizes="(max-width: 193px) 100vw, 193px" /></figure></div>



<h3 class="has-text-align-left wp-block-heading"><em>Social Media &amp; Influencer Marketing</em></h3>



<p>For a variety of reasons, you may have historically avoided social media as a marketing tactic. But in today’s digital world, you can <a href="https://acsmediakit.org/blog/social-media-is-no-longer-a-science-experiment/" target="_blank" rel="noreferrer noopener">no longer</a> write off social media as a fad or a channel that your audience doesn’t use. Social media has become a cultural phenomenon that has seeped into nearly every industry, including the sciences. It offers a direct way to engage with your audiences, whether they’re in industry, academia, or elsewhere. Through this, you can increase brand awareness, while developing a personal relationship with audience members. It also keeps you in the loop about what your competitors are doing.</p>



<p>With its rise, social media has created a generation of people who are “internet-famous” on a variety of platforms, including Twitter, Instagram, and YouTube. These online influencers gather large followings, even in a <a rel="noreferrer noopener" href="https://acsmediakit.org/blog/10-social-media-accounts-every-life-science-professional-should-follow/" target="_blank">niche science industry</a>. <a rel="noreferrer noopener" href="https://twitter.com/EricTopol" target="_blank">Eric Topol</a>, head of Scripps Research Translational Institute, has amassed 264,000 followers. Phil Baran, another faculty member at Scripps Research who has established <a href="https://twitter.com/BaranLabReads" target="_blank" rel="noreferrer noopener">his own lab</a> and is an active influencer in the synthetic chemistry world, was recruited to help <a rel="noreferrer noopener" href="https://cenbrandlab.org/building-buzz-around-a-product-launch/" target="_blank">IKA launch a new product</a>, with a full video ad campaign and in-person product reveal.</p>



<p>Many influencers have earned the trust of their audience, and thus, wield significant power with the content they post. But it would be a mistake to exclusively target major accounts. <a href="https://www.impactbnd.com/blog/power-of-micro-influencers#:~:text=Micro%2Dinfluencers%20are%20individuals%20that,just%20to%20name%20a%20few." target="_blank" rel="noreferrer noopener">Engaging micro-influencers</a> (accounts with between 1,000 and 10,000 followers) can be beneficial too. Having a smaller audience can make them more accessible and relatable to their followers. They also don’t have the pressure to post a lot of content, reducing the noise on their feed so that your discussion and messaging can shine through.</p>



<p>Direct sponsorships and endorsements are another, more traditional way to approach this. If that’s out of your budget, try crafting content that tags or mentions them, or write content that speaks to the fields they’re entrenched in. Another popular strategy is to give your targeted influencers the “first-look” of something special that you’re working on, especially if that’s a tool meant for the wider chemistry community, not just your latest product. When ACS and C&amp;EN released our <a href="https://cen.acs.org/sections/acs-chemoji.html" target="_blank" rel="noreferrer noopener">“Chemoji” stickers</a>, we selected a group of contacts on Twitter that got to download the app so they could share it with <em>their</em> followers first. This drives organic engagement with the influencer and, in turn, the attention of their loyal networks.</p>



<div style="height:20px" aria-hidden="true" class="wp-block-spacer"></div>



<div class="wp-block-image"><figure class="alignleft size-large is-resized"><img loading="lazy" decoding="async" src="https://acsmediakit.org/app/uploads/2014/09/videomarketing770x520.png" alt="science marketing video" class="wp-image-3354" width="193" height="134"/></figure></div>



<h3 class="has-text-align-left wp-block-heading"><em>Video Content</em></h3>



<p>Creating and distributing video content can be expensive and daunting, and is most often seen as a risk for smaller businesses than the big guns. It takes time and tens of thousands of dollars to produce even a short explainer video. However, for many brands of all sizes, this investment is worth it. Video accounts for <a rel="noreferrer noopener" href="https://www.cisco.com/c/en/us/solutions/collateral/service-provider/visual-networking-index-vni/white-paper-c11-741490.html" target="_blank">82% of all global internet traffic</a> and it is <a rel="noreferrer noopener" href="https://www.moovly.com/blog/google-loves-video-how-to-rank-higher-on-google-video-maker" target="_blank">50 times more likely</a> to appear on the first page of Google search results. It can be posted to YouTube, your website, used in <a rel="noreferrer noopener" href="https://acsmediakit.org/blog/native-advertising-units/" target="_blank">rich media ads</a>, or any number of other channels. It can also be repurposed into a variety of additional content forms including, blogs, Q&amp;As, or social media posts. So while the upfront cost may provide a bit of sticker shock, there more than enough ways to get the most out of this investment.</p>



<p>Video content lends itself well to the chemical sciences, too. It’s perfect for sharing interviews with influencers or KOLs, or for explaining complex scientific topics in interesting and visually appealing ways. The <a href="https://www.youtube.com/user/AmerChemSoc/videos" target="_blank" rel="noreferrer noopener">American Chemical Society’s YouTube channel</a>, as well as C&amp;EN’s <a href="https://www.youtube.com/watch?v=fl8u9Kt3xxo&amp;list=PLM2CTqSTy7cTLk-n7SOk9KrwCc1D8KKiH" target="_blank" rel="noreferrer noopener">Speaking of Chemistry</a> series, are great examples of this creative engagement, with informative videos on the peer-review process, the latest published research and some chemistry basics.</p>



<div style="height:20px" aria-hidden="true" class="wp-block-spacer"></div>



<div class="wp-block-image"><figure class="alignleft size-large is-resized"><img loading="lazy" decoding="async" src="https://acsmediakit.org/app/uploads/2019/04/1.png" alt="Science marketing event strategies" class="wp-image-8075" width="193" height="193" srcset="https://acsmediakit.org/app/uploads/2019/04/1.png 500w, https://acsmediakit.org/app/uploads/2019/04/1-150x150.png 150w, https://acsmediakit.org/app/uploads/2019/04/1-300x300.png 300w, https://acsmediakit.org/app/uploads/2019/04/1-239x239.png 239w" sizes="(max-width: 193px) 100vw, 193px" /></figure></div>



<h3 class="has-text-align-left wp-block-heading"><em>Programmatic Advertising</em></h3>



<p>There is a lot of confusion around programmatic advertising; what it is, when it should be used, and how much it really costs. This lack of understanding may be why many marketers have dismissed it as too risky and confusing.</p>



<p>But <a href="https://www.acuityads.com/blog/2017/12/15/what-is-programmatic-advertising/" target="_blank" rel="noreferrer noopener">programmatic advertising</a> is one of the <a href="https://www.acuityads.com/blog/2017/12/15/what-is-programmatic-advertising/" target="_blank" rel="noreferrer noopener">hot new areas in digital marketing</a> for a reason. In short, programmatic ads are a type of display ad. They can be programmed by a platform or vendor to target a specific audience or persona based on their online behavior. Through a real-time auction that uses a machine learning algorithm, the platform/vendor buys digital ads in places most frequented by your target audience.</p>



<p>This may be a <a href="https://www.ppchero.com/getting-started-with-programmatic-advertising/" target="_blank" rel="noreferrer noopener">pretty dramatic departure</a> from your previous marketing tactics. A number of vendors have minimum spend requirements or contract lengths, but there are benefits. Chief among them is that you have a range of targeting options, including:</p>



<ol type="1"><li><strong>Contextual targeting</strong>: This involves matching your ads to sites with relevant content. <a href="https://acsmediakit.org/blog/programmatic-advertising-for-science-marketers/" target="_blank" rel="noreferrer noopener">An important note</a> here is that many niche publishers are not available on programmatic, so you always want to mix direct buys and programmatic in your spend.</li><li><strong>Behavioral targeting</strong>: Targeting individuals based on their browsing history and activity (e.g. do they frequent relevant associations; do they click on science event registration pages?)</li><li><strong>Geotargeting</strong>: Serving ads to people in a specific area at a specific time, whether that’s a fundraiser or an industry tradeshow (this can also be achieved through PPC).</li></ol>



<div style="height:25px" aria-hidden="true" class="wp-block-spacer"></div>



<h2 class="has-text-align-left wp-block-heading"><strong>Anticipating Different Types of Marketing Risks</strong></h2>



<div style="height:30px" aria-hidden="true" class="wp-block-spacer"></div>



<p>Before launching new tactics, it’s important to consider the associated marketing risks – what you stand to lose, and the barriers to implementation. In doing so, you can set expectations and develop an alternative plan, if necessary, that is proactive rather than reactive. Here are our recommendations on what to look at for.</p>



<h3 class="has-text-align-left wp-block-heading"><em>Complying with Regulatory Agencies</em></h3>



<p>New and risky is not always rewarded, especially in the highly regulated life science and healthcare industries, where overextending the claims of what a product does can have significant legal ramifications. In the pharmaceutical industry, for instance, the FDA has some guidelines for “reminder ads” and <a href="https://www.fda.gov/downloads/Drugs/GuidanceComplianceRegulatoryInformation/Guidances/UCM401087.pdf" target="_blank" rel="noreferrer noopener">digital advertising</a>, including social media, but with digital advertising constantly evolving, it is up to an individual company to make judgment calls when launching new types of digital ads. From a <a href="https://econsultancy.com/paid-search-ppc-regulated-industries-pharma-healthcare/" target="_blank" rel="noreferrer noopener">legal and regulatory perspective</a>, that can be tough and risky.</p>



<p class="has-background has-very-light-gray-background-color"><strong>How to Prepare:</strong> When planning a social media campaign, do your homework on regulatory guidelines and read any available guidance (i.e., FDA). <a rel="noreferrer noopener" href="https://support.google.com/adspolicy/answer/176031?hl=en" target="_blank">Google</a> and <a rel="noreferrer noopener" href="https://about.ads.microsoft.com/en-us/resources/policies/pharmacy-and-health-care-products-and-services-policies" target="_blank">Bing</a> also publish their own policies. All pharmaceutical companies have medical, legal, and regulatory review boards that have their own interpretation of the FDA guidance. They’ll have to review any upcoming campaigns but checking with them early and often can save you time of having to re-write and re-strategize down the road.</p>



<h3 class="has-text-align-left wp-block-heading"><em>Proving ROI</em></h3>



<p>If you’ve been executing the same marketing plan for a while, your supervisors may be accustomed to seeing the same type of data (or lack thereof) presented in a specific way. Changing tactics can require a fresh approach to data analysis and the KPIs you track.</p>



<p class="has-background has-very-light-gray-background-color"><strong>How to Prepare:</strong> Be up front. Talk about what you expect to see but be honest in what you can and can’t predict. You can still create targets, but be conservative with <a rel="noreferrer noopener" href="https://www.yourcoach.be/en/coaching-tools/smart-goal-setting.php" target="_blank">your goals</a>, and be prepared to communicate the value of everything you’re doing to your supervisors. If you are planning on developing and releasing video content for the first time, be sure to let your boss know that the average view duration on YouTube is <a rel="noreferrer noopener" href="https://uhurunetwork.com/the-50-rule-for-youtube/#:~:text=Finding%20YouTube%20Average%20View%20Duration&amp;text=The%20channels%20vary%20in%20content,of%20the%20total%20video%20length." target="_blank">about 50% of the total video length</a>. On Facebook, the <a href="https://adespresso.com/blog/facebook-video-ads-guide/" target="_blank" rel="noreferrer noopener">average watch time is about 10 seconds</a>! Benchmarking against industry standards can be your best friend when trying something new.</p>



<h3 class="has-text-align-left wp-block-heading"><em>Staying on Brand</em></h3>



<p>Connecting a digital strategy to an <a href="https://acsmediakit.org/blog/steps-to-finding-the-right-chemistry-for-rebranding-success/" target="_blank" rel="noreferrer noopener">overall brand strategy</a> can be a challenge, especially if you are new to digital advertising, or your brand is… let’s say, multi-faceted. But launching a new digital campaign that isn’t consistent with the rest of your brand strategy puts you in a risky position: Your audiences will get a different brand experience depending on where they land. Ideally, whether your audience finds your video online or clicks an influencer’s social media post about one your products, they should be able to identify your specific company voice, graphics, and messaging – all of the features that help you build a brand.</p>



<p class="has-background has-very-light-gray-background-color"><strong>How to Prepare:</strong> It’s all about integration. Sometimes marketers can get siloed from digital teams or creative copywriters, all of which have different experiences and attitudes towards branding. When employing a new marketing tactic or campaign, be sure to have other departments review your content, social media, or paid media strategy and make sure it is “on-brand.” Especially when it comes to social media influencers, remember that the goal is not to “trick” your audience into engaging with you. Even a logo or direct mention can go a long way to being transparent, and gaining exposure.</p>



<div style="height:20px" aria-hidden="true" class="wp-block-spacer"></div>



<h2 class="wp-block-heading">At the end of the day, remember…</h2>



<div style="height:28px" aria-hidden="true" class="wp-block-spacer"></div>



<p>Trying something new isn’t easy – that’s why so many people find themselves in marketing ruts. However, by getting the buy-in of your team in the early strategy planning stages, you can avoid a messy transition. With some planning, a bit of calculated risk and some new tactics, this could be the best year for your brand.</p>
]]></content:encoded>
					
					<wfw:commentRss>https://acsmediakit.org/blog/embracing-new-digital-marketing-tactics-without-the-downsides/feed/</wfw:commentRss>
			<slash:comments>0</slash:comments>
		
		
			</item>
	</channel>
</rss>