Johnson & Johnson’s Strategy with Motrin: The Growing Pains of Social Media

Author:
Kathryn Eisele
,
Patrick Fishburne
&
James S. O’Rourke
Publisher:The Eugene D. Fanning Center for Business Communication, Mendoza College of Business, University of Notre Dame
- Publication year:2010
- Online pub date:January 04, 2017
Discipline: Advertising & Promotion, Brand Management & Strategy, Social Media Marketing
Contains:Supplementary Resources | Teaching Notes
Length:3,245 words
DOI:http://dx.doi.org/10.4135/9781526405227
Keywords:
business communication, customers, Johnson & Johnson, media, social media, Twitter, YouTube

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Region:Northern America

Country:United States of America

Industry:Manufacture of basic pharmaceutical products and pharmaceutical preparations

Organization:Johnson & Johnson

Organization Size:
Large info

Originally Published In:
Eisele, K. , Fishburne, P. , & O’Rourke, J. S. ( 2010). Johnson & Johnson’s strategy with Motrin: The growing pains of social media. 10-10. Notre Dame, IN: The Eugene D. Fanning Center for Business Communication, Mendoza College of Business, University of Notre Dame.

Type:
Indirect case info

Online ISBN:9781526405227

Copyright: © 2010. The Eugene D. Fanning Center for Business Communication, Mendoza College of Business, University of Notre Dame

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Case
Teaching Notes
Supplementary Resources

Abstract

Johnson & Johnson experienced the rapid spread of negative backlash through social media channels in response to an online Motrin advertisement. The incident raises a discussion on the opportunities and risks of using social media in marketing and communications outreach, as well as how social media efforts should align with the company’s overall business objectives.

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  Eisele, K., Fishburne, P., & O’Rourke, J., (2010). Johnson & Johnson’s strategy with motrin: The growing pains of social media. In SAGE Business Cases. SAGE Publications, Ltd., https://www.doi.org/10.4135/9781526405227
  
  Eisele, Kathryn, Patrick Fishburne, and James S. O’Rourke."Johnson & Johnson’s Strategy with Motrin: The Growing Pains of Social Media." In SAGE Business Cases. London: SAGE Publications Ltd., 2021. http://dx.doi.org/10.4135/9781526405227.
  
  Eisele, K., Fishburne, P. and O’Rourke, J., 2010. Johnson & Johnson’s Strategy with Motrin: The Growing Pains of Social Media. London: SAGE Publications, Inc. Available at: <http://www.doi.org/10.4135/9781526405227> [Accessed 5 Mar 2021].
  
  Eisele, Kathryn, et al."Johnson & Johnson’s Strategy with Motrin: The Growing Pains of Social Media." SAGE Business Cases. London: SAGE Publications, Inc., 2021. 5 Mar 2021, doi: https://www.doi.org/10.4135/9781526405227.
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