Zeitgeist Du Jour

We started out this month talking about how we as biopharma communicators can foster a social-first employee partnership, despite the abounding compliance issues we face.

We’re CLOSING the month by looking at this in reverse, thinking about, as Digiday put it last week, “how extremely online culture is showing up outside of social media.”

The White House recently hosted a Creator Economy Conference, and the president told folks in attendance that they’re “the future.”

There are SO many microtrends these days, most of which seem to originate on the Tik-Tok.

We’re not even on Tik-Tok but know about them.

Why? Because we hear about them somewhere else.

When we google terms like “demure” and “brat,” we see explainers from major news orgs like the BBC and NBC.

We’ve started seeing thoughtful reflections and analysis about these terms – particularly in our comms world – on other platforms, like here, on LinkedIn.

Beyond ensuring awareness of what we in the biz may term big news stories and key mentions of our orgs and clients on social, we’re going to need to start to be fluent in some of these trends, too.

While there might be the occasional opportunity for a brand or executive in our industry to publicly hop on a trending bandwagon, we don’t see that very frequently – understandable.

But because what’s happening online is becoming part of our OFFLINE culture, that means that we are the de facto arbiters of figuring out how that translates to integrated comms strategies, including employee engagement.

Understanding the zeitgeist du jour and finding small ways to allude to some of them internally is another way to show that company leaders are attuned to what our colleagues are experiencing outside of the lab and office.