It can be challenging for anyone to get started in social media. It’s even tougher when you’re at a large company – and even tougher still when you’re at a large company in a highly regulated industry.
What topics are can you engage in? How do you create an efficient approval process? How and when should you respond to content on third-party websites?
If this sounds like the challenges you’re facing, take a few tips from Marc Monseau, who navigated Johnson & Johnson from no social media engagement to a YouTube channel, four Twitter handles, a Facebook page and two corporate blogs.
How Monseau and his team did it:
- Start small, with noncontroversial topics. Monseau and his team created a corporate blog talking about the 120-year history of the company. This relatively “safe” blog helped prove the concept and gain the confidence of legal and compliance teams.
- Create helpful policies. Good policies help you establish a consistent approach across the many voices or brands of your company and can streamline the approval process.
- Create plans for when and how to respond. Johnson & Johnson has a specific process for deciding what, when, and how to respond to comments on third-party sites.
Watch the case study:
Slides from this presentation are available here.
And if you like this presentation, be sure to check out our upcoming BlogWell events in New York and Washington, D.C.
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Andy, I really wish you would NOT use Slide Share for your slides. That outfit is technically unreliable. I'm on a Mac running Snow Leopard with the very latest version of Flash, but Slide Share "automatically detected" that I'm not up-to-date enough to download your presentation. Frankly, this is not the first time I have run into problems with them, and I really truly do not like their "service."
Thanks for covering this topic. I’m constantly running in to people, that act like social media is automatically “out of bounds” for them because of the regulations placed on their industry. It’s helpful to see how Marc has successfully moved forward, and given others a path to follow.
JNJ aren't the only ones. Here are 350 other examples of the pharma industry using social media.
http://www.doseofdigital.com/healthcare-pharma-so…
My recent post Calling All Digital Innovations in Healthcare and Pharma
A full whitepaper about the J&J experience was written some time ago by @ronploof http://ronamok.com/ebooks/jnj_case_study.pdf
[...] How Johnson and Johnson Uses Social Media in Highly Regulated Industries [...]
[...] How to go social in a highly regulated sector [...]
Congratulations to Monseau and his team for building a strong presence with a major brand, not an easy task, for sure. It's interesting what you said about starting with "safe" content, things that get people to respond. I think personality in a blog is a good thing, but you have to be careful, especially in the beginning, that you don't unintentionally drive certain people away with your stance on certain issues. So, good advice there.