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

Eisele, K., Fishburne, P., and O’Rourke, J.S. (Editor)
February 12, 2018
SKU:
BUS-004093
Region: 
North America
Topic: 
Strategy & General Management, Marketing & Sales
Length: 
9 pages
Keywords: 
social media, social media channels, negative backlash, advertisement, opportunities and risks
Copyrighted by: 
Notre Dame
Student Price: 
$4.00 (€3.67)
Average rating: 
0

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.