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The Top 20 Pharma Accounts on Twitter: Rated, Ranked and Reconsidered

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Report title: The Top 20 Pharma Accounts on Twitter: Rated, Ranked and Reconsidered

Publication date: April 2010

Format: PDF

Pages: 110

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From the Executive Summary

An exhaustive debate around the uses to which the pharmaceutical industry is putting the status updating platform Twitter has been circulating around the web and specialist industry media for several years. Among other topics, the discussion has widened to include regulatory questions, the issue of whether an account should be team-managed or associated with a nominated individual, what constitutes appropriate or permissible content to publish, how to engage with an audience effectively, what sort of audience a pharma company’s primary account can expect to attract, how to connect multiple presences, and a slew of other strategic and tactical concerns.

Commentators and analysts alike have proved less willing to address the issue of how best to measure the relative success of those pioneering Twitter accounts that have secured some interest within the social web. Many reports have chosen to focus upon the most obvious quantitative measure of success, the ‘Follower’ count (those users who have elected to follow an account’s postings), in order to rank account performance. However, a compelling case has been advanced that as a measure of how competently a pharma Twitter account is engaging with its target audiences, the number of followers they have recruited is of little inherent value unless it is accompanied by a concurrent in-depth analysis of who the followers themselves are.

In the first of a series of quarterly reports, ‘The Top 20 Pharma Accounts on Twitter: Rated, Ranked and Reconsidered’ therefore offers an analysis of the 20 pharma corporate, brand and campaign accounts with the highest follower numbers using 20 different statistical and visual measures derived from 15 different tools. The report concludes with appendices offering rankings by influence, reach, impact, connectivity, visibility, awareness/engagement, and a rank of ranks that averages out the six preceding measures and presents a final order to compare against the by-follower ranking, noting the consequential differential between the two sequences.

In so doing, the report introduces new perspectives on the assessment of Twitter’s strategic value to the pharma industry that will be augmented by future publications in the series.

Table of Contents

Buy now!

License type
Price Buy now!
Multi user/site license: no user/site restrictions within a single company
£149 +VAT

Alternatively, click here to request a pro forma invoice.

The checkout process has been optimized for Firefox; please use Firefox in order to purchase the report if possible.

Please be sure to click on the Return to Merchant button (which should look like this) in order to receive your password and redirect link to take you to a page where you may download the report PDF.

Please email or tweet Andrew Spong if you have any issues downloading the report subsequent to purchase in order to have a copy of the report delivered to your in box.

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