Mediaboss Marketing

Secret to social marketing in a regulated industry

By Nick Westergaard

November 8, 2014 | 9:00 pm

We cant do that! Were in [insert regulated industry here].

How often have you heard this? Maybe youve even said this.

In either case, dont worry. All of the bells and whistles of social media and digital marketing often get muted by the sad trombones of those in regulated industries.

While marketing in a regulated industry is a very real challenge, it doesnt mean that the digital summit is insurmountable. Rather, you just need to know the secret path for getting there.

Whether youre talking about financial services, health care or pharmaceuticals, most regulated industries are regulated to protect the customer. Thats why you have to include a paragraph of legalese when you want to promote a financial product or advertise a new diet pill you know, that speed-reading test you sort of hear at the end of TV and radio commercials or that teeny-tiny paragraph in a print ad.

And many of these regulatory guidelines carry over to digital platforms such as Facebook and Twitter. Do you want to type a Facebook status update from your brand with that paragraph in it the next time you promote your product?

Instead of being shackled by these regulations and guidelines, I have a bold idea: Dont be.

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