Pharma Facebook Moderation Case Study

liveworld.com Case Study Moderation of Pharma Facebook Pages Your brand lives in the voice of your customers

Key Findings
No significant flood of Adverse Events or other critical issues. Less than 2% of the posts across all pages are reports of Adverse Events.
There is no correlation between number of Adverse Events and either the number of brand posts/week or the total number of fans.
Advanced training of moderators (5 hours +) ensures understanding of company and FDA rules. Human review is the best practice for compliance.

Scenario
5 Branded Pharma OTC Facebook sites with Wall comments turned ON (2 clients)
Rx standards & review applied to the user content and brand responses
Data pulled from 3 months of traffic
Promotional activities across different media to drive traffic into the Facebook sites

Background
Business goal
Create awareness of products, coupon distribution, support of product campaigns
Social network goal
Brand awareness & loyalty.
Provide information and support to users.
Respond to product questions.
Social network strategy
Engage consumers with specific content calendar.
Promotions to solicit user content
Program
Facebook site and often other channels including YouTube & Twitter (other channels are not included in the analysis)

Moderation
Moderators review user content and escalate based on guidelines specific client requirements, federal regulations, FDA mandatory reporting.
4-16 hours of moderation per day starting with hour shifts throughout the day, 24x 7
Usage of LiveWorld’s Advanced Power Moderation Tools to pull all content, provide workflow & reporting and insight tagging.
Moderation Manager staff completes FDA forms for Adverse Event reporting for clients.

Usage Stats
Sample:
9,000 post sample across 5 Pharma OTC Brand Facebook pages across 3 months
Ranging from 36 fans to 1,000 fans to 35,000 fans to 2 Mill fans Brand posts (Status Updates) ranging 2 to 7 per week
Distribution of User Posts:
Approved 83%
Rejected 10%
Pending (Escalated) 7%
Adverse Events 2% (note – AE’s are a subset of Pending)

Comments on Findings Brand posts onto Facebook wall (Status Updates) ranged from 2 to 7 per week. The Facebook Page with 2 Million Fans and the Page with 1,000 Fans had Adverse Events each at about 2%. These Pages typically have 2-4 posts/week. The 2 brands that experienced Adverse Events Posts have an RX approach to moderation. One is only recently OTC and continues to have RX moderation guidelines. The other has never been an RX brand, but it does have RX guidelines and consumers generate some post content that gets escalated as Adverse Events. Hence in this sample if there is a dynamic to observe it is that the 2 brands that lend themselves more towards RX and Adverse Event posts had only 2% Adverse Events.. We also note that in our general experience and observation posting of 3x per week to 3x per day combined with best practice in posting content and interaction with users will generate more user posts. However, in the absence of those best practices intended to stimulate user posts, we do not see a significant difference in user posts within the range of brand posting shown here.

Conclusion Pharma brands can move forward in social media when the program is managed, moderated and the company pro-actively participates

Contact Information
Jay Bryant @jaysbryant
212-699-0878
jay@liveworld.com

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Pharma Facebook Moderation Case Study

by LiveWorld on Jul 15, 2011

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Pharma Facebook Moderation Case Study — Presentation Transcript