From coffee shops to shoe stores, nearly every industry has jumped on the social media bandwagon. The advantages offered by promoting a brand through the community are now a fact of business. Unlike traditional businesses, scientific companies have been slow to appreciate the value offered by social media platforms.
Many companies promote their brand on social sites by using humor to engage their followers. Though the average scientific company is employed in serious work, they can use these same principles to interest the community. Here are five methods that scientific companies can use to give users an involved social media experience.
Sharing information is the backbone of effective social media. Offering followers firsthand knowledge of new scientific breakthroughs prompts them to pass the information on to their network of friends and followers. A company that establishes itself as the authority in a specific field through the sharing of quality, up to date information will gain an ample following.
The average person does not often get a glimpse into the inner workings of a science lab. Events that the average scientist might view as a commonplace part of a usual workday can be fascinating to the public. Astronaut Chris Hadfield became extremely popular in the social media community for sharing his everyday experiences on board a space shuttle. While most scientists may not be able to post a picture from space, each field of study has its own appeal that will engage a curious audience. Sharing photos of the day-to-day activities that occur within the company will generate a genuine interest in the brand.
Real Life Applications
Science is instantly rendered more interesting when people can see how it works in real life. Scientific companies can use social media platforms to show the public how their products improve everyday tasks. For example, a medical company could share a story of how one of their products saved a life.
Building a quality social media presence creates an online persona that familiarizes the public with the company’s brand and mission. For example, PBMMI, a Southern California Biorepository has used ther blog to share details on their operations and setup. Consistency and excellent content creates a trusting bond that breeds loyalty. There is a real potential for increased success in a beautifully run social media campaign.
Open A Dialogue
Most people do not have access to a scientist. Traditional scientific communication occurs through a third party, such as a scientific publication or news coverage. Eliminating the middleman between scientists and the general public allows fresh, open dialogue to take place. The technical jargon that is necessarily a part of a scientific journal often makes it difficult for those outside the field to grasp the implications of new research. The one on one interactions that are possible in a social media capacity make science more accessible to a wider range of potential consumers.
Social media is about more than sharing an expertly crafted latte or a cute cat picture. Most people are also very interested in more serious subjects shared in an engaging style. Scientific companies can use this unique form of communicating with a global audience to educate the public, build interest in their company and advance scientific understanding on a larger level.