EXAMINING PHARMACEUTICAL INDUSTRY'S ENGAGEMENT ON FACEBOOK, TWITTER AND YOUTUBE : A SOCIAL MEDIA ANALYSIS

Abstract

This project, titled "Examining Pharmaceutical Industry’s Engagement on Facebook, Twitter, and YouTube: A Social Media Analysis," investigates the engagement patternsand strategies employed by pharmaceutical companies on three prominent social media platforms. The study aims to provide insights into how pharmaceutical companies leverage social media to interact with audiences, promote their products, and enhance brand visibility. The research methodology involves a cross-sectional approach, gathering data from official company accounts, public posts, and relevant hashtags on Facebook, Twitter, andYouTube. Purposive sampling is employed to select a diverse range of pharmaceutical companies, considering factors such as size, geographic location, and product categories.Data collection occurs over a specified time frame, allowing for the analysis of current engagement trends and patterns. Analysis of engagement metrics, including likes, shares, comments, and views, provides quantitative insights into audience interactions and content effectiveness across platforms. Additionally, qualitative analysis techniques, such as content analysis, shed light on the types of content that resonate most with audiences and drive engagement. Key findings reveal the importance of tailoring content strategies to each platform's unique features and audience preferences. Recommendations emphasize the value of interactive content, multimedia storytelling, influencer partnerships, and data-driven optimization to enhance social media engagement and foster meaningful connections with audiences. Furthermore, the project underscores the importance of regulatory compliance, transparency, and active engagement in building trust and credibility within the pharmaceutical industry's digital landscape. Continuous monitoring of industry trends and performance metrics enables pharmaceutical companies to adapt and evolve their social media strategies effectively. v In conclusion, this project offers valuable insights and actionable recommendations for pharmaceutical companies seeking to maximize their social media engagement and leverage digital channels to achieve their marketing and communication objectives. By implementing the findings of this analysis, pharmaceutical companies can strengthen their digital presence, engage with stakeholders more effectively, and drive positive outcomes in the evolving landscape of social media marketing.