Channel Management

Social media is always evolving. New channels emerge, others lose their relevance or disappear completely. Channels that are popular today can easily become obsolete in a matter of months. This shifting dynamic also includes user habits. Establishing a continuous channel management process and evaluation cycle (at least once a year) helps you to track the success of your social media activities so you can thrive in an ever-changing environment.

Although the landscape is always evolving, your success will always be predicated on your ability to develop relevant content for your chosen target audience(s), creating a coherent and appealing presence on your channels and fostering a lively online community.

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Visual Appearance

Creating a cohesive look & feel across all of your social media channels is just as important as complying to image and multimedia copyrights. Learn more about Bayer’s corporate design and compliance.

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Content

The quality and relevance of your content is the defining factor in social media. We will show you how to source and create the right content for your channel, step by step.

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Community Management

We want to encourage dialogue with our audience in an open and engaging way. Learn about the different ways to talk to your community.

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Adverse Events & Crisis Communication

Regular monitoring of your channel is essential, not least because social media are also a place where people complain publicly or report adverse events. Be prepared.

Most frequently asked questions

CHANNEL MANAGEMENT

What do I need to do to successfully manage my channel?

The purpose of all social media activities is to provide added value for our stakeholders and promote dialogue with the relevant target groups. Successful dialogue requires strategic as well as realistic resource planning. Communication with users, including responses to significant comments or questions, plays a critical role in a channel’s success. Accordingly, feedback should follow within 24 hours, and ideally within only a few hours.

Now that you have content tailored to the channel’s target group and adequate resources for communication, you will also need a set of KPIs. What does success mean to you? Assess your efforts over time so that you can grow and build a stable fan base.

CHANNEL MANAGEMENT

How often do I need to monitor my channel?

Regular monitoring is an essential part of running a successful social media channel. Therefore, you should take this task into consideration when planning your resources. This way, you can detect negative comments early on or – in the event of a crisis – use this data to locate the trouble spot, better assess the crisis potential and react quickly and efficiently. For Bayer, as a global Life Science company, daily monitoring for possible contributions on the subject of product side effects is particularly crucial. With this in mind, please check your analyses at least once a day. Bayer offers specific training on the proper conduct for pharmacovigilance.