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

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

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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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