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#bigpharma caught in the midst of cyberbullying

On March 29, 2018, we witnessed another round of online cyberbullying. This time #bigpharma was caught in the whirlwind. What is cyberbullying? “Cyberbullying frequently used interchangeably with cyberstalking and cyberharassment and refer to adult behavior. Whereas cyberbullying is associated with underage harassment”

 

It all starts with this tweet, Laura Ingraham (Fox News) tweets

David Hogg (Parkland shooter survivor) responds with this tweet

Immediately followed by this tweet

First companies to respond within a few hours on Twitter to the boycott are

  • Nutrish
  • Tripadvisor
  • Wayfair

By the end of the day the following companies had responded to boycott by pulling their ads:

  • Hulu
  • Expedia
  • Nestle
  • Johnson and Johnson
  • Joseph A Bank
  • Stitch Fix
  • Jenny Craig (Friday, March 30, 2018)

People keep track of the companies responding

In the meantime from across the pond the following Tweets were going out:

and in here in the States

@BayerUS responds March 31, 2018, at 5:30 pm

Lessons learned for #bigpharma from this case study:

  • Your stated values need to match your actions online
  • People are watching and keeping track of your actions  – so don’t think it will go away
  • Be mindful of the conversations taking place online
    • turn off your scheduled tweets
    • alert employees on social media what is taking place
  • #Bigpharma companies that were not originally on the list also responded
  • Quick response (hours versus days) matters and is for every company, including #bigpharma

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