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.
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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