Ownable Social Media Strategy

Corporate and executives’ social channels are considered “owned” content.

But what we’re talking about is “ownable” social strategy.

Social media consultant and author of the popular “Link In Bio” newsletter Rachel Karten recently described “ownable” in this way that resonated with us:

“An ownable social media strategy comes up with a format or style that somehow feels at home on a platform but also fresh and new.

An ownable social media strategy builds brand (and industry) lore.”

We’d be remiss not to acknowledge all of the regulatory guidelines to which we must adhere, but sometimes fear of being shut down stymies our creativity.

While we may not have the next Duolingo owl up our sleeve, we as biopharma communicators have a one-of-a-kind perspective on – and access to – scientific advances that are literally changing lives.

As Nia Patel, of Marketers in Progress, shared in last week’s Comm Convo, “When it comes to being authentic, it’s about telling the stories that you want to tell, being true to yourself, and being true to the kind of content that you want to talk about.”

So, if we strip away the layers of reviews that each word we put out on social has to go through, what’s the essence of that ownable content for our orgs and clients? For our industry?