Key considerations when using social media and working with Digital Opinion Leaders (DOLs)
On the second day of ISMPP, a series of three talks tackled the issues that publications professionals need to consider when working with social media. In the first of these, Dale Cooke, PhillyCooke Consulting, reviewed the current FDA guidance (or lack thereof) on the appropriate use of social media in non-promotional communications. He offered the interesting perspective: that the slow pace with which this guidance is updated may be positive, as the industry can benefit from knowledge of and comfort with the established regulations. Dale outlined that it is unlikely that the current guidance will be updated to any substantial extent in the near future.
Following this, Sarah Lochner Meuler, Avant Healthcare, then provided an overview of how we should approach working with DOLs, considering their unique communication skills.
In particular, she highlighted that DOLs’ social media metrics eclipsed many traditional Key Opinion Leaders (KOLs) at recent conferences. However, publications professionals must keep in mind that DOLs value their credibility and authenticity above all else, and should keep this front of mind when engaging with these experts.
To close the session, Jordan Fischer, Beckage, highlighted the wide variations in data privacy regulations across the world. Although the USA is lagging behind many other countries in this regard, an increasing number of states are enacting their own privacy laws. The key takeaways were that companies must be transparent in how they collect and use data and ensure they are not acting in a way that could create distrust in their organization.
Key roles and contributions of DOLs
Creator
- Edits content
- Creates content
Sharer
- Has a significant number of followers
- Frequently shares social media outputs
- Networks with peers/other DOLs
Engager
- Facilitates conversation
- Frequently comments on social media outputs