zmlljury…

I would put on the creativity hat and see what kind of things you could do. For instance can you talk about X program that encourages X folks to ride bikes to work or exercise benefits. Almost become the expert in these fields as “sponsored by co X.” Folks will understand that this is what you can talk about and not complain that their co-pay went up X.

In a FDA regulated world, there is no way the Legal and Regulatory departments would let me, even understanding the company message and culture, respond without approval first. That's one of the problems pharma is facing in even just starting the whole SM deal. Unfortunately, until the regulations work itself out – for pharma at least – its going to be scripted.

I was thinking that SM may present the opportunity for many flacks to make that jump.

It was also saying that PR for the most part understands the overall message of the company and shapes it.

But by getting heavily involved in managing a company's social media efforts, the agency folks can become more of an insider within the company, which can help to engender trust and respect from many execs who often don't see the true value of social media for many projects and initiatives down the road.

The only downside and difficulty of this, of course, is that agency folks don't often stay on with a company for more than say a year or two, as companies move through several different PR/social media agencies. That's why I view much of an agency's job when it comes to social medias as a counseling, resource and oversight/management function, where we educate and empower internal advocates to really make the magic happen with a company's social media efforts.

But that's an entirely different post in itself!