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The Power of Social Media in Pharmacy in the Age of COVID-19



Social media has the ability to shape perspectives on news and provide opportunities for connecting with others. During the coronavirus disease 2019 (COVID-19) pandemic, the need to connect with others has taken on a new form, accelerating the need for professionals and organizations to interact with potential customers through social media platforms.

This reality is no different for the field of pharmacy, which has had a strong network of professionals on social media for years. One organization in particular, the Pharmacist Moms Group, has had a strong following on social platforms since 2017, having grown its audience to more than 35,000 active members on Facebook.1

On April 24, Pharmacist Moms Group founder Suzanne Soliman, PharmD, BCMAS, spoke on the power of social media in the field of pharmacy at the University of Illinois College of Pharmacy for the annual Albert Ebert lecture.1

Soliman explained how her initial group of 50 friends turned within a month to a group with 1000 members. Today, it is the largest group of pharmacists within the United States.1

“We had a partnership in 2018 with Facebook after they reached out to me because we were one of the most active groups on Facebook in the world,” Soliman said during her lecture.1

Soliman explained that millennials who grew up using social media now expect to be able to connect with others in their field, as well as to get their news and even conduct business, using platforms such as Facebook.1

Soliman cited a study conducted at the Daniel K. Inouye College of Pharmacy at the University of Hawaii, which showed that in 2019, most current pharmacy students (86%) at the college were of the millennial generation, with approximately 91% to 93% of students using at least 1 social media platform. The students also reported that they used social media regularly, with 51% using Facebook, 52% using Instagram, 32% using Snapchat, and 6% using Twitter multiple times daily.2

“The Pharmacist Moms Group is not just a really large group, but we’re also the most active group. We’ve had over 6 million posts this year in our group. Members are extremely active and constantly talking about various topics related to pharmacy and other issues,” Soliman said during her lecture.1

There are also multiple social media platforms available to use, with each platform garnering a certain audience.1

“Based on various ages, some forms of social media are more popular than others. Specifically, for example, a majority of Snapchat users are under 25 years old, at 73%. Only 3% of Snapchat users are over the age of 65. So, depending upon the site, you will be attracting a specific audience,” Soliman explained.1

With this knowledge, there is a decision that individuals and organizations are making every day regarding their own activity on social platforms.

“You have a choice when it comes to social media: You can either step forward into the growth, or you can step back into safety and not get involved,” Soliman said.1

Yet, the decision to engage in social media can provide real world results professionally in the field of pharmacy.1

“Once we can change the perception of what pharmacists do, we can expand our scope of practice. And also, through connecting, pharmacists can reach out to a physician or a nurse and can quickly broaden their interprofessional connections. After making that connection, that individual can then reach out to pharmacists and let them know that a pharmacist is needed on their team when a position becomes available,” Soliman said.

This opportunity to broaden horizons can not only lead to greater career growth opportunities, but by allowing patients to see pharmacists as real people through social media platforms, patient outcomes can be improved as well.1

“We know that improved perception can improve outcomes, so if patients see the pharmacist as a human, outcomes can improve as well. When pharmacists can relate to a patient and they can see pharmacists as real people, that can change their perceptions of what a pharmacist can do,” Soliman explained.

Such opportunities for growth on social media within the field of pharmacy are also being accelerated by the COVID-19 pandemic, with more people now than ever looking for answers and seeking guidance. Through social media, pharmacists can show patients a positive way forward.1

“Now, we’re right at the forefront where things could change because pharmacists are able to provide COVID-19 testing. We need to let people know that pharmacists can do this testing as well as doctors, which is a step forward in the right direction for the pharmacy profession. So now, with social media, we have the chance to get our voices out there,” Soliman said.

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Twitter Blue Subscribers Can Now Post Tweets Up to 4,000 Characters Long



Twitter Blue Subscribers Can Now Post Tweets Up to 4,000 Characters Long

So, this is a thing…

Twitter has rolled out longer tweets to Twitter Blue subscribers in the US, with paying users now able to post tweets up to 4,000 characters in length.

If anyone needed or wanted that.

Longer tweets will be displayed in the main feed at standard length, with a ‘Show more…’ indicator pointing users to the remainder of the content.

Honestly, it’s sadly ironic that not even Twitter could come up with a good use of the extra characters in its example, but yes, Twitter Blue users – all 300,000 of them – will now be able to post super long rants about whatever they choose in the app.

As explained by Twitter:

“[Twitter Blue users] can also compose longer Tweets in a Quote Tweet or reply. Standard functionality like posting media, creating polls, and using hashtags still apply. Everyone will be able to read longer Tweets, but only Blue subscribers can create them.

I don’t know if anyone requested this, but Twitter 2.0 chief Elon Musk seems convinced that by enabling users to post long-form content, that will eventually open up new avenues to monetization, and will see more top voices posting more stuff to the app.

I mean, the recent Twitter Files are probably the best example – Elon’s hand-picked team of journalists have been trawling through Twitter’s archives to uncover accusations of corruption and Government meddling, all ended up posting their findings in ridiculously long tweet threads in the app.

It would make more sense to post them on a more long-form focused format, but Musk obviously wants all the attention on Twitter – and in instances like this, maybe having longer tweets could be valuable.

But I don’t know.

It also seems short-sighted to only provide this functionality to Twitter Blue users. As noted, only a small fraction of Twitter’s 250 milllion total user base is paying for a blue tick, and while Twitter is now expanding the offering into new markets, it’s hard to see it catching on in any real way.

That means that a lot of the most popular creators won’t even be able to use the option, which seems counterintuitive. But then again, Elon will probably look to add in a new monetization element, which you have to pay up to qualify for, which is probably his broader view for limiting access at this stage.

Who knows – maybe it ends up being amazing, and maybe it makes it way easier to post what would have been multi-tweet threads in a more engaging, interesting way in the app.

It’s different, for sure, very different from Twitter’s usual offering.

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Growth Stock Surges On Ad Fraud Discovery, Analyst Upgrade



Growth Stock Surges On Ad Fraud Discovery, Analyst Upgrade

Ad data and analytics provider DoubleVerify (DV) is building the right side of a cup base with a buy point of 32.53. The growth stock is today’s selection for IBD 50 Stocks to Watch.


DoubleVerify has a strong Composite Rating of 94 and a Relative Strength Rating of 89. Its stellar EPS Rating of 96 is even better.

Company sales grew 35% to $112.3 million in the third quarter while earnings per share of 6 cents grew 20% from the previous year.

On Jan. 10, analysts at Barclays upgraded the stock to overweight from equal weight with a price target of 29. Shares gapped up over 6% on the news, and the move helped the stock start its recovery from the January low.

Growth Stock Surges After Finding Fraud Scheme

DoubleVerify helps advertising companies that target users on video, mobile, and social media platforms. The company also has an analytics side that provides data on consumer engagement.

The digital media analytics platform ensures that ads reach their target customers in a safe way. This means that ads reach actual people with the right context. The software also has tools to adapt ads to different devices.

Its technology also seeks to address ad fraud. On Thursday, the company discovered “BeatSting,” the first large-scale ad-impression fraud scheme that targeted audio ads.

DV Fraud Lab first identified the fraud scheme in 2019, which is largely responsible for advertisers losing $20 million in several scams, according to reports. DoubleVerify was credited for unveiling the fraud. Shares last Thursday surged nearly 4% in strong volume.

Deals With Twitter, LinkedIn, Meta, Facebook

The company has partnered with leading social media and mobile platforms like LinkedIn and TikTok to improve ad impact and experience. DoubleVerify has a long-standing relationship with Facebook parent Meta Platforms (META). The social media platform faced a massive boycott in 2020 when several companies removed their ads due to concerns over their brand safety.

In June of last year, DoubleVerify brought features that will allow marketers to see where their ads appear in a user’s timeline. The feature uses artificial-intelligence tools to understand the context in which ads appear. The feature also enhanced brand safety  and attracted Twitter and other social media platforms to try it out. Nonetheless, marketers did not buy in entirely, according to reports, as Twitter’s ad revenue continued to struggle.

The growth stock ranks second in the specialty enterprise software group. The stock went public in April 2021. The New York-based company has locations in the U.S., U.K., Europe, Asia, Australia and South America.

Mutual funds own 39% of shares outstanding. That may not seem like much, but more funds have been picking up the growth stock over the past eight quarters, according to MarketSmith. The stock has an Accumulation/Distribution Rating of B-.

Exchange traded funds hold shares of DoubleVerify as well. The Invesco S&P Small Cap Information Technology ETF (PSCT) and the SPDR FactSet Innovative Technology ETF (XITK) own DV.

Please follow VRamakrishnan on Twitter @IBD_VRamakrishnan for more news on growth stocks.


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YouTube Will Now Enable Brands to Buy Specific Time Slots Around Major Events for Masthead Ads



YouTube Will Now Enable Brands to Buy Specific Time Slots Around Major Events for Masthead Ads

YouTube has added a new time targeting element to its Masthead Ads, which will enable brands to display their promotions in key times leading up to key events.

As explained by YouTube:

In a time of multiple screens and countless ways to stay entertained, it can be challenging to get your audience’s attention. But even with so much content available at any time, people are drawn to moments they can experience together: a new movie release, a big game, a product launch, a holiday. And these are key opportunities to connect with a brand. Marketers, you know this well: you center advertising campaigns around the tentpole moments most likely to inspire your audience, shift perceptions or influence a purchase decision.”

YouTube’s Cost-Per-Hour Masthead enables brands to own the most prominent placement in the app during the hour(s) leading up to, during or after priority moments.

For example:

“[During the recent World Cup], McDonald’s Brazil turned to the YouTube Cost-Per-Hour Masthead. Their strategy was savvy: reach anyone in Brazil who was watching YouTube an hour before the Brazil vs. Cameroon match and remind them to pick up McDonald’s before the game started. This perfectly timed execution delivered tens of millions of impressions at the very moment fans were preparing for the match.

It could be a good way to hook into key moments, and build momentum for your campaigns, while also establishing association with key events and subjects.

“Just a few weeks ago, Xiaomi, the leading smartphone manufacturer in India, prepared to launch their highly anticipated Redmi Note 12 series via YouTube livestream. To drive viewership, Xiaomi ran the Cost-Per-Hour Masthead during the event. Not only did this activation drive scaled awareness, it led to over 90,000 concurrent livestream views. The Redmi Note 12 went on to generate a record number of first-week sales, making it one of their most successful launches to date.

It’s an expansive, but potentially significant targeting option, which could hold appeal for big brands looking to make a big splash around major events and releases.

You can learn more about YouTube’s Cost-Per-Hour Masthead process here.

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