As we know, there is a lot of enthusiasm for engaging with influencers on social media. Yet few communicators spend time strategizing about possible risks, says Emma Monks, head of trust & safety at Crisp Thinking. It was one of the takeaways from a PR News communication leaders roundtable. Crisp sponsored the roundtable in Baltimore, MD. Her comments are contained in this short video.
Held in conjunction with PR News' Healthcare Social Media Summit, many of the participants were senior communicators in the healthcare sector. Monks found her fellow roundtable participants very willing to discuss working with social. This surprised her. Healthcare is a highly regulated industry. As such, many healthcare brands are averse to social marketing. Or so we thought.
In the video, Monks recommends brands and organizations choose social platforms carefully. Think about the regulatory aspects of a platform, she says. Believing "this is the place to be" is a poor reason to choose a social platform, Monks says.
Seth Arenstein is editor of PR News. Follow Seth: @skarenstein