Primary File Info
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
Strategy & General Management, Marketing & Sales
social media, social media channels, negative backlash, advertisement, opportunities and risks
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.