Making the Case for Industry Executives’ Social Presence

“Scientists and experts are expected to lead on the implementation of innovation,” according to the 2024 Edelman Trust Barometer.

And with more than 50 percent of people surveyed getting most of their information about new technologies and innovations from social media, we in biopharma are well-positioned to become trusted sources directly through our scientific leadership team’s social profiles.

Content from individuals at our orgs and clients is the new version of quotes in a press release.

Think about it – if a press release announces the news and quotes within the release comment on the news and add context, there’s a parallel opportunity here pertaining to how we can manage our companies’ and leaders’ social accounts, respectively.

Edelman’s Trust Barometer goes on to recommend that we can build trust via experts’ commentary by “explaining the research, engaging in dialogue, and harnessing peer voices as advocates.”

And, what’s more is that research from FTI Consulting last year found that “engagement rates for content from business leaders are more than two times higher than posts on company channels.”

With confidence increasing in advances like gene-based medicine if they’re shown to have been evaluated by scientists, we as biopharma communicators have a PRIME opportunity to not only control but also to directly shape the narratives of industry breakthroughs and their implications for society.

So, if an executive you work with is skeptical of publishing personal social content, or their next LinkedIn or blog post always seems to be an afterthought, we hope this helps you to make your case.