How do you get people to care about what your company is talking about? Get them to care about the characters in your story. For lots of companies, the main character in their story is the stuff they’re selling — for UCB Pharma, it’s their patients.
In his presentation at SocialMedia.org’s BlogWell conference, Greg Cohen, UCB Pharma’s Manager of Social Media and Customer Influence, shares how they use social to help their customers with chronic diseases feel encouraged, connected, and understood by letting them tell their own stories.
Greg also explains:
- Why he thinks his job is a lot like James Bond’s
- How they avoid getting in trouble with regulation
- What the company did to thank their customers for contributing