Johnson & Johnson

Rank in 2013: 5th
Community Size: 1st
Activity: 3rd
Engagement: 2nd
Virality: 5th

With its large portfolio of consumer health products, it's no surprise that Johnson & Johnson ($JNJ) ranked at the top of the list for community size. Brands like Band-Aid, Listerine and Rolaids have not only gained widespread use and acceptance, but also have the advantage of years of uninhibited consumer social marketing. In Ogilvy's weighted scoring system however, those large pools of complacent customers--not dissatisfied, but also maybe not socially vocal about their support for the brand--resulted in a still good, but middle-of-the-road overall score.

J&J's top social media site on Facebook is Johnson's Baby with 9.5 million Facebook likes; on Twitter, it's JNJCares with 49,500 followers. The corporate site has 652,000 fans on Facebook and its content focuses heavily on moms and children, but does touch on areas where it has prescription drug therapies such as asthma and teenage depression. Its pharmaceutical arm, Janssen, doesn't have a separate Facebook page and has 3,800 followers on Twitter.

Another recent study by consultancy Radley Yeldar  noted that J&J has used social media well for crisis management during recalls of its products for direct communications to customers.

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