Abbott Laboratories

Rank in 2013: 11th
Community Size: 14th
Activity: 13th
Engagement: 7th
Virality: 7th

With several prominent consumer nutrition brands including Similac, Pedialyte and Glucerna, Abbott's ($ABT) advantage on social media is its consumer audience's familiarity with the corporate brand, especially the engaged Abbott mom community. The nutrition focus also enables Abbott to take a broader "get healthy and stay healthy" view, and it uses that edge on social media to talk about events it sponsors. For instance, there's the Abbott World Marathon Majors, a competition run across a series of 6 qualifying marathons around the world, including New York, Boston, London and Tokyo. Abbott also tweets and posts corporate communication news, along with lighter-toned messages about Earth Day and healthy aging, but it does mention more specific and serious health concerns such as diabetes and heart disease.

Its social media activity--defined by Ogilvy as keeping content fresh on a regular basis--lagged in comparison to other pharmas, and that, along with a smaller community size, landed it in the middle of the pack, although that is an upward move of 5 spots from last year. 

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Abbott Laboratories