Social media are mostly marketing and relationship building platforms for us. Research scientists make up a relatively small (but growing) part of the social media landscape. Life scientists are still more likely to contact via email or phone for technical assistance, mostly because their questions are highly complex. However, we are increasingly seeing questions via FB messenger from regions of the world not served by branch offices. So social care is becoming more important.
It has improved our management of our calendars and efforts. It has given us a the tools we need to develop a strategy rather than doing social piecemeal, and it allows us to see what content works best on each platform. Spredfast has really enhanced our ability to pick up on important conversations and make sure that we do respond to any customer queries through social. Also, the Intelligence piece of their platform is providing key voice-of-customer information for us as we develop campaigns and messaging that will resonate with our customers.