Pfizer has launched its own social media channel, making it the first pharma company to do so.
However, social media (SM) experts have criticised the new offering, claiming that as it does not allow interaction it cannot be termed ‘social’.
The Pfizer channel has been launched on the SlideShare site, which has around 30 million unique visitors per month, and will provide public access to corporate presentations and documents.
“This channel offers an integrated social media experience, delivering a variety of content – presentations, video, blog posts – via the largest online resource for sharing presentations,” commented Ray Kerins, Pfizer’s Vice President of External Affairs. “We’re pleased to be the first company in a regulated industry to create a custom channel on SlideShare.”
Various criticisms have been raised against the channel, however, including the fact that it does not allow comments and accusations that it is simply a way for Pfizer to boost its profile. Experts have questioned whether the new venture can be called ‘social media’ when it simply provides one-way information.
It is currently under debate whether the pharmaceutical industry can legitimately engage through social media due to the strict regulations that govern its interactions with the public.
The FDA and pharmaceutical companies in the US are working towards establishing some ground rules to guide the industry’s online interactions, and these are likely to have an impact internationally.
Responding to critics on social media platform Twitter, Ray Kerins likened the current situation for pharma companies seeking to use social media to “assembling a child’s toy without the instructions”, adding: “SlideShare is part of our multi-year strategic digital/SM plan and we are happy with the progress.”
London-based healthcare communications agency Aurora has defended the use of SM amongst UK pharma in its blog. The company’s Neil Crump wrote that “as pharma companies venture into this uncharted territory, our early champions must be encouraged, must be championed, must be nurtured. Otherwise we will lose them and we will be back to square one, and that would be a terrible shame.”
Pfizer has stated its intention to continue exploring various SM platforms as ways to share information about the company.
Are you a pharma company successfully navigating the social media maze? Send your success story to diana.spencer@healthpublishing.co.uk.
Tags: FDA, Pfizer, SlideShare, social media, social networking