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Andy’s Answers: How Johnson & Johnson uses social media in highly regulated industries

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.