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cyberbullying

#bigpharma facing backlash on social media

#Bigpharma is not immune to backlash on social media platforms. Below are some examples of types of backlash and observations and lessons learned.

Cyberbullying

  • Social media is 24/7 – always be listening
  • Turn off scheduled tweets
  • Be mindful of what employees /other accounts are posting online
  • Responding to social media posts needs to be rapid, hours versus days
  • Values you declare need to match your actions online
  • People are watching and keeping track of your actions – so don’t think it will go away
  • (see also #bigpharma caught in the midst of cyberbullying )

 

Being caught in the midst of racist tweets

  • Leaders @Sanofi did not sit back, they took action
  • Came as a positive surprise response – audience understood @Sanofi’s position, the importance of diversity and inclusion
  • Quick turn around – a timely approval from legal, regulatory and other departments
  • Response post was a reflection of reputation – consistent with values
  • Need to constantly be monitoring social media platforms

 

Becoming a meme on social media

 

  • On social media a meme is usually an image or video can be funny, sarcastic or mean
  • Every brand has a fear of becoming one
  • Getting into the meme territory can lead into a slippery slope
  • If you decide to participate and respond to memes then you have to play by the *rules*
  • Always be monitoring for memes

 

Handling criticism: #epigate

  • Did not engage with the negative posts – need to answer both positive and negative posts
  • No apologies were to be found in their posts – which would mean they did something wrong
  • Do not underestimate the power of social media to create a groundswell
  • Patients and parents were quick to forming online groups

 

Addressing the high cost of prescription drugs

 

  • As stated very nicely in the post *#bigpharma you are only sharing your perspective*
  • People do not trust your brand – use social media to build brand reputation and trust
  • Again no responses to negative or positive posts
  • Campaigns should be thought out and planned for possible responses or taking over hashtags

#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