Embracing social media tools can be tough for big brands. When you’re a big brand in a highly regulated industry, it can seem impossible.

But Pfizer — thanks in large part to Kate Bird and her team — is creating policies and tools that allow departments to engage in social media with confidence, knowing that they’re doing so ethically, transparently and with patient safety as a priority.

In her recent BlogWell presentation, Bird explains how Pfizer created a simple social media playbook to complement its larger, more formal social policy that both employees and upper management could buy in to. A few of her tips on how to do it:

  • Make it readable. Pfizer’s social media playbook is much shorter than its formal policy, uses plain English and features handy charts and graphics that make it easy to digest.
  • Point to the best examples — wherever they come from. Pfizer’s handbook features lots of case studies and examples of Pfizer’s and other companies’ successful social media programs.
  • Give them the tools to stay on brand. With so many parts of the company wanting to create their own social media profiles, Bird and her team created templates for employees to use cost-effectively and within brand guidelines. The social media playbook, for example, points to Pfizer’s branded YouTube templates that teams can use if they want to set up their own channel.

Watch the case study:

And if you love this presentation, be sure to check out our upcoming BlogWell in Austin, Texas, on Feb. 2.

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14 Responses to “Andy's Answers: How Pfizer created a practical social media playbook for employees”

  1. @cflanagan says:

    This is great. Is there a way to see the slides she is sharing?

  2. [...] This post was mentioned on Twitter by SmartBrief on SocMed, Courtney Wiley and others. Courtney Wiley said: cool RT @jasonmmurphy: Andy's Answers: How Pfizer created a practical #socialmedia playbook for employees http://ow.ly/1aKErJ [...]

  3. Nice to see a company as regulated as Pfizer integrating social media into their departments, cross-functionally.
    My recent post Transparency and Online Reputation Management Video

  4. Perfect topic, right in line with my goals this year. Any idea where we can see the actual slides?

  5. [...] just read a great post on SmartBlog, “Andy’s Answers: How Pfizer created a practical social media playbook for employees“.  I enjoyed learning about how Pfizer created their employee social media playbook so I [...]

  6. Mikko Rummukainen says:

    Thanks for the post!

    This is exactly the kind of good example we need to get more of this year, in order to really hit the point of having a sound social media strategy home.

    In my opinion, one very important aspect of a reasonable social media strategy is to remember that the employees operating under a brand are also members of the audience, and can have a notable positive impact on the social media presence of their employer – especially if this is explicitly engouraged.

  7. [...] Andy’s Answers: How Pfizer combined a unsentimental amicable media playbook for employees [...]

  8. [...] YouTube templates that teams can use if they want to set up their own channel.Watch the case study:Click here to view the embedded video.Article is sourced from SmartBlog on Social Media – Best Practices and Case Studies on Social [...]

  9. bperkins says:

    Has anyone found an actual copy of the Playbook?

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