Merck & Co.

Rank in 2013: 8th
Community Size: 11th
Activity: 8th
Engagement: 4th
Virality: 3rd

Merck ($MRK) launched in social media on Facebook and Twitter in 2011 with the thinking that as the company "continues to reinvent the brand to meet the realities of the new pharma marketplace, social media will go a long way in helping re-shape their image," its PR agency wrote at the time.

However, its corporate-based community is still small, and its Facebook posts tend to stick to a safe corporate tone, with its Twitter feed mirroring those posts. On the other hand, its "Merck for Mothers" branded but segment-targeted Facebook and Twitter pages are more conversational--and more popular, with Facebook posts that often garner hundreds of likes. Merck for Mothers' Facebook page has more than 143,000 likes, compared with just 20,000 for the Merck corporate brand.

On the corporate side, Merck does have an occasional "meet the scientist" feature that adds some personality and gets better engagement. Still, many of its social media entries revolve around the idea of "check out what we do," which tends to encourage reading rather than interacting.

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Merck & Co.