Mediaboss Marketing

Facebook is the go-to platform for pharma marketers. In a new study, 73% of pharma marketing teams say they plan to use the platform during the next two years,an 8-percentage-point increase since Cutting Edge Information'sprevious survey in 2013.

That's notsurprising, considering Facebooks mainstream ubiquity and large reach, along with stepped-up efforts by Facebook to reach out to the pharma industry. What might be surprising, however, is how much other social platforms have gainedor lostin the world of drug marketing. Twitter took a big fall below the 50% mark, while LinkedIn soared upward in its place. Pinterest? Gone. Instagram? Finally popped up.

LinkedIn made the biggest gain in projected use since the last survey. The business-friendly social networking site grew by 29 percentage points. Just 26% of pharma marketers planned to use it in 2013; this year, that grew to 55%.

RELATED: The top 10 pharma companies in social media

Not nearly as important anymore was 140-character Twitter, where projected usage among pharma marketers dropped 19 percentage points. Only45% plan to use it now, down from 64% in 2013.

Among the smaller social media platforms, Tumblr was on the to-do list for 9% of pharma marketers, while Instagram showed up for the first time in the survey,with 18% saying theyll use it in the coming two years, said Natalie DeMasi, research team leader at Cutting Edge Information. Gone this year was Pinterestwhich got zero reports of planned use, same as Vine, Flickr and Reddit.

RELATED: Bayer blazes new trails for pharma with Betaseron Facebook ad

In general, pharma social media use remains targeted at patients,with key focus areas in brand education and corporate communications, DeMasi said.

The study also looked at overall use of digital, including mobile as a key tool for pharma marketing. Worth noting in this years study was a shift in mobile marketing: Pharma has turned its attention away from consumers to focus mobile efforts more on healthcare providers, sales reps and medical science liaisons.

Patient adherence used to be a pretty big objective for mobile apps, for example, but that decreased a good amount in 2017, DeMasi said. In talking to executives, it sounds like the mobile health market is saturated with so many consumer appslots of fitness apps, nutrition apps and so many othersthat there arent many opportunities for pharma to make a new app that patients would use. Pharma is moving away from developing patient-focused mobile apps and instead making apps for physician education, detailing for sales reps, or investigator apps for coordinating clinical trials.

Challenges still remain in digital marketing as pharma gets up to speed on technologybut continues to deal with some audiencessome old-school doctors, for instancewho dont want tech solutions.

Today pharma marketers have to do a lot of research ahead of time to figure out what will speak most to their target audiences. Sometimes, the best thing to do might not be using the new technology. But other times you have to go all the way. Do the research to find out, DeMasi said.

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Pharma's social status: LinkedIn and FB up, Twitter down, Instagram finally appears - FiercePharma

The government of India may have asked internet majors Google, Facebook, Yahoo, Twitter and Instagram to remove all links of the lethal online game Blue Whale challenge but it does not make Indian youths, especially teenagers, completely secure from the reach of the games administrators/curators.

However, parents can try to keep track of whether their children are trying to get in touch with the administrators of the game or have already got addicted to it.

HT spoke to hackers and dug the cyber world to access the advisories issued by government agencies in Russia and Kazakhstan where the game earned maximum curiosity and witnessed maximum casualties to find out what parents can do.

Here are the 10 commandments they can follow:

1. Link your social media profile with your childrens and watch out if she/he is using the hashtags #Iamawhale, #IAmWhale, #curatorfindme, #f57, #f58, #SeaOfWhales, #wakemeat420am, #silenthouse, #quiethouse, #iaminthegame.

2. The game is also known by the name Quiet House, Sea Whale, Wake me up at 4:20, Silent House, f33, f40, F57, F58, Whales float up, Nyapoka, 50 days before my . Watch out if the teenager is member of such groups on social networking sites.

3. Also keep track if these Russian words are being used with hashtag #Tihiydom, #Siniykit, #50dneyDoMoego, #mlechnyyput, #yavigre, #Razbudimenyav420

4. The game requires the player to wake up at 4.20 am. So, if the teenager is unusually waking up around that time, parents need to be cautious.

5. The game requires continuous self-harming. So, watch out for cut marks on arms and legs, especially veins, and if she/he has inscribed f40, f57, f58 with cut marks with razors on arms, or have drawn a whale on an arm with cut marks.

6. Watch out if the teenager is drawing blue whale, unicorn and butterflies on papers, notebooks.

7. This game requires the player to maintain utmost secrecy. So, keep watch if she/he looks completely removed from the world.

8. If the teen, despite having an existing social networking profile, has opened new ones, especially if on the English version of Vkontake, which comes as https://vk.com/club200. HT found out several teens have opened account on this site in August, possibly with fake identity and profile photo, only to draw the attraction of the games curators.

9. If the teen suddenly closes public or friends access to his page on the social networking sites.

10. If the teenager is seen walking or sitting on the edge of roof, especially of multi-storeyed buildings.

So far three Indian teenagers one each in Maharashtra, Bengal and Kerala are suspected to have killed themselves under the influence of the curators of the game. Two deaths have been prevented in the country.

Hackers pointed out that since it is an underground game, it is not accessible through search engines. The game exists in closed groups. Administrators of the game, who are also called curators, choose players and contact them through direct messages on various social networking sites. The link to download the game is generally shared through direct messages.

People who intend to play the game can also draw the attention of the games administrators by using certain hashtags from their social networking profiles. It then depends on the administrators whether to choose the intended person as a potential player or not.

Moreover, those who in India have the game already downloaded can share the link through such sharing apps as SHAREit and Xender, said Jins K Sebastian, a Kerala-based ethical hacker who is associated with hacking groups i-hos, Mallu Cyber Soldiers and Lulzsec India.

Incidentally, apart from various government agencies in Europe, hacktivist group Anonymous has also launched a drive against the game in March and vowed to end the menace. It seems, none of them have fully succeeded yet.

Searches through social networking sites revealed that an increasing number of Indian youths are trying to draw the attention of the games curators since early August 2017. Many have opened new accounts on Facebook, Twitter, Instagram and even VKontakte, where the game originated from and is mostly played.

The Indian government is yet to announce any advisory so far.

Archismita Chaudhury, a youth from north Bengal, claimed to have tracked down several teenagers by searching #iamwhale hastag on Facebook and sent messages to some of them.

I did this today and got many posts and texted 4 fellows....one child was of 15 years....And more three.... All were teens. I got reply from one of them.....He said he stopped playing the game yesterday as he understood how harmful it is....He was in 11th task, Chaudhury posted on Facebook on August 15.

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Parents can track whether their children are fishing for Blue Whale: Here's how - Hindustan Times

Facebook is usually more than happy to have news posts go viral. But this week, the social networking giant is actively removing links to a viral article that appears on the white supremacist site Daily Stormer.

The article in question, which The Verge reports had been shared more than 65,000 times as of Monday night, features numerous personal attacks against Heather Heyer , the woman who was killed on Saturday when a car smashed into a crowd protesting the white nationalist rally in Charlottesville, Va. Several others were injured in the incident and the alleged driver of the car, James Alex Fields Jr., has been charged with second-degree murder.

Facebook has said that the article violates its community standards , which do not permit hate speech on the social network. Facebook will only permit posts sharing the Daily Stormer article to remain on the site if they include a caption clearly condemning the article's content and/or the domain itself, and the company said it is removing all posts that share the Daily Stormer article without a caption.

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Multiple tech companies have taken steps against the Daily Stormer website, which is known as a hub for white supremacist propaganda and an online gathering place for Neo-Nazis and the "alt-right ," in the wake of the site's response to the weekend's events in Charlottesville. On Monday, GoDaddy revoked the site's domain registration, forcing the Daily Stormer to temporarily move its domain to Alphabet's Google, before that host also revoked the Daily Stormer's domain registration. Google also banned the Daily Stormer's YouTube channel. Both GoDaddy and Google said the website, which is offline as of Tuesday , violated their terms of service.

Facebook was criticized last year when it was reported that the human curators of the social networking giant's Trending news section were biased against conservative news outlets. The company has since increased the automation of its Trending section to avoid claims that Facebook is hand-picking the editorial content that is shared most widely.

However, in removing posts sharing the Daily Stormer article, Facebook seems to be merely continuing its recently stepped-up efforts to combat the spread of offensive and hateful content on social media. Other services such as Twitter and Google's YouTube have taken similar steps over the past year amid concerns that hate groups and terrorist groups are using the Internet for calls to violence.

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Facebook Is Removing Viral Posts Linking to a Neo-Nazi Site - Fortune

If content is king these days, then everyone really wants to wear the crown.

The latest business to throw itself into the media melee is Grindr, the popular gay social networking app which has just launched a new media site called INTO.

Pitching itself as the millennial response to Out Magazine,INTO features a similar mix of culture, lifestyle, entertainment, news and features and the company even hired Outs former editor at large, Zach Stafford to run the site.

Grindr actually began experimenting with publishing on its own homepage before moving the news and features to the INTO site earlier this year, according to a spokesman.

Its the latest attempt by the social network to diversify and capitalize on its incredibly strong brand within the gay community. Other attempts to spin out new ways to make money on the brand include Gaymoji, an emoji keyboard, and is running a growing event business under the Slumbr brand.

Courtesy Grindr LLC

Having a media play seems to be just part of running a company these days, I guess (although not as much of a stretch as Van Winkles, the publishing arm of mattress startup Casper I see you Van Winkles and still do not understand why you exist).

Stafford is an award-winning journalist and has assembled a team of writers to help push out stories including Nico Lang and Mathew Rodriguez, photo editor Oly Innes. Also helping beef up content will be a paid contributor network that already numbers in the hundreds, according to a spokesperson.

Increasingly, as lifestyle-focused corporate social networks assert themselves as hubs for identity in the modern world, theres no doubt that more of these types of media plays will crop up.

With the internet displacing both network and cable television, theres no limit to the profusion of properties that can claim a sliver of an audiences attention. And with a built in base of users to turn to, theres a pretty good chance that many of these new Vicestyle brands will be successful.

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Grindr launches INTO, a new media property - TechCrunch

Investopedia

Microsoft: LinkedIn Dealt a Blow in Data Case Investopedia According to The Wall Street Journal, since 2012 the startup has been collecting public data from the social network service without any objections. But more recently, LinkedIn wanted it to stop, arguing it has the right to control access to its ... LinkedIn loses court fight over user data privacyToronto Star Microsoft ordered to let third parties scrape LinkedIn dataThe Verge all 54 news articles »

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Microsoft: LinkedIn Dealt a Blow in Data Case - Investopedia