Social Showdown! Boehringer, Pfizer and Sanofi US on facebook

In the first of a new series, Social Showdown! offers you the opportunity cast your vote for those presences on the social web you feel to be the best representatives of their type.

In light of the forthcoming changes regarding facebook comments, today we consider Pharma’s presences on facebook.

Boehringer, Pfizer, and Sanofi US: which company do you think is doing the best job?

I will say more about why I have chosen these three examples for your consideration as a comment subsequent to the poll’s closure, and would welcome your thoughts in the interim.

For now, let’s take a look at the pages in question.

Thank you for taking part in Social Showdown!

Boehringer’s facebook page

Pfizer’s corporate facebook page (NB there are a number of other Pfizer facebook pages covering different geographies)

Sanofi US’s facebook page

2 thoughts on “Social Showdown! Boehringer, Pfizer and Sanofi US on facebook

  1. I thought it may be a better idea to say something about my selection as a comment rather than a separate post, just to keep everything in one place.

    Congratulations to Boehringer for taking an impressive 84% of the votes.

    I chose to focus on the three accounts in question because they have all caught my eye in different ways recently. Thanks to both @Boehringer and @SanofiUS for chatting about this in the Twitter stream yesterday, by the way.

    I’ll begin with the winner on this occasion.

    Boehringer are quietly going about their business on facebook and doing themselves great credit on a number of counts. Boehringer is using its corporate page effectively as an amplifier for other campaigns it is supporting on facebook and across the social web. Just take a look at those links in the top left.

    Boehringer is providing itself with ample opportunities to speak through its responses to the comments its actions generate rather than to make a succession of declamatory announcements. It’s a great example of how to realise the potential the social web offers to benefit from earned media. Also, Boehringer has handled criticism in an admirably open-handed way, and used its willingness to tackle negative comments head-on as an exercise in credentialing and trust-generation.

    I don’t think we’d necessarily point to a single item in the Boehringer stream and wish to foreground it as tutelary. However, viewed collectively, the enduring presence, consistency of tone, excellent content (demonstrating how seriously curation needs to be taken) and irrepressibly social disposition mean that it is a clear leader.

    The take-away lesson is: there’s no mystery, and no magic sprinkles here. ‘Just’ reaping the reward for having been bold enough to open up comments in the first place, and then backing that decision up with commitment and consistency.

    Pfizer is worthy of mention in my opinion not because the company is manifesting best practice in the way they conduct themselves (Pfizer, see above ;)) but because I think they handled the recent security breach admirably. They’re still on facebook, they sent out a clear communication about their intentions, and they’re pledging to do better. And I’m sure they will. That said, like everyone else who follows their feed, I would really appreciate seeing the progressive approach that Pfizer is taking elsewhere on the social web disclosing itself on their corporate facebook page – for example, see the proliferation of Pfizer Twitter presences across geographies, listed at!/dawidge/pfizer-accounts/members. Hopefully that’s on the slate for next week.

    Finally, Sanofi US were keen to point out to @GaryMonk and myself yesterday that they’re ‘working towards more discussion on FB & will open the wall to comments’, and I wouldn’t have expected anything else from them. I characterise the @SanofiUS Twitter account as a ‘second generation’ presence on the basis that it has made a firm commitment since in launch in January 2011 to conversation and information above all other things. It’s using social environments in the way they were designed to be used: socially, rather than promotionally. I for one am very much looking forward to seeing how that attitude plays out on facebook for them.

    Look out for the next Social Showdown! soon, and I’d be delighted to hear your thoughts on the above in the interim.

  2. Pingback: Revenge, betrayal and power: What happened at Pfizer | World of DTC

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