Johnson & Johnson

Johnson & Johnson
Social media engagement score: 70
Facebook fans: Johnson & Johnson, 595,953; Johnson's Baby, 1.15 million, Nursing Notes by J&J, 156,914
Twitter followers: @JNJNews, 53,978; @JNJCares, 25,111, @JanssenUK, 5,542; @JanssenUS, 1,652
YouTube subscribers: J&J Health, 8,626

Johnson & Johnson ($JNJ) is way ahead of every other company on this list. Credit the well-known J&J brand for part of that. The company has operated under the J&J name since 1886, and many of its products have been around, in one form or another, for decades. In some cases, more than a century; Johnson's Baby Powder rolled out in 1894. Its brands are consumer-goods icons--Band-Aid, Johnson & Johnson Baby Shampoo. And because consumer health advertising is far less regulated than DTC pharma promotions, J&J could forge ahead in social media while its pharma rivals waited on the sidelines.

Johnson & Johnson wished its many followers a Happy New Year on its Facebook page.

On Facebook ($FB), J&J's main page has almost 600,000 users on its "Like" list. It's as much a health-information service as a company page, with product-related links salted into parenting tips, exercise advice and public health news, rather than the other way around. Not surprisingly, the drugs mentioned by name--Zyrtec, Tylenol, AcuVue--are over-the-counter brands. For prescription drugs, the site takes a safe disease-awareness approach. For instance, J&J posts links to videos about prostate cancer, but those videos don't mention its prostate cancer pill Zytiga.

On Twitter, J&J's most active account is @JNJNews, aimed at the media. Press releases, live tweets from conferences, earnings announcements and links to journal articles are the standard fare. Its pharma-focused feed, @JanssenUS, also focuses on media, with more science-oriented news. Tweets often include links to new data on its drugs and drug prospects.

It's also worth mentioning that Johnson & Johnson has a whopping 2.96 million "Likes" for its Care Inspires Care Facebook page, and even more--3.5 million--for a Spanish-language version, El Cariño Inspira Cariño.

All these followers translate into a lot of conversation, compared with other companies on the list. On average, J&J's Facebook posts each win almost 590 likes, with the next in line--GlaxoSmithKline ($GSK)--at about 160. Its tweets are retweeted 6.3 times on average, compared with 5.9 for Merck ($MRK). And on YouTube, J&J's posts generate about 23 user comments on average. All of that adds up to the engagement score of 70.

For more:
J&J, Glaxo are tops in social media, but smaller drugmakers rate highly, too
The social media guidance puzzle will be complete by July, FDA says
FDA hands pharma marketers another piece of social media guidance

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