Should The Red Cross Blog About J&J?

The Broadstuff blog continues the discussion about the J&J/Red Cross suit.

"what's very interesting about this particular case from a Social Media perspective is the use by J&J of in-corporate blogging as a PR play to explain (humanise?) their position. Some well known bloggers have also jumped onto J&J's side (brave man) but it would also seem there is some ex-corporate blogging from people in sympathy of J&J's position (and to be fair, the disclosures of interest are in full).

Two years ago this sort of open communication would have been unthinkable, and corporate blogging is a great step forward - but is this a step too far? Is this pointing towards the pattern going forward when Corporations do Unpleasant Things in future - a "Mr Nice Guy" blog from within, plus orchestrated support from without? In which case, what is the counter to be?"

I'd suggest engaging the audience. All I have seen from J&J is two blog posts and one or two answers to comments on that blog. I have not seen any attempt to reach out to bloggers on their blogs in the comment section. I wonder if this has been done or will be?

I think one problem for Johnson and Johnson is writing about this suit when it’s an ongoing court case. However, as they brought the court case there maybe more damage from not talking. Though I did think the statement from the Red Cross had some points the organization probably should not have included. Really the BroadStuff blog is wondering if the Red Cross should respond by engaging the audience through social media. However, if they do, and both parties engage the audience does this not get to the point where it’s a popularity contest? Either The Red Cross is right because they have more friends and are not a big corporation. Or Johnson and Johnson are right because the law is on their side. If you did have the two organizations discuss the issues with community I think the strategy would be to talk directly to customers and donors, as things have progressed to a court case I don’t think we will see the organization battle it out in the blogosphere. Really both parties have something to gain from engaging their audience, but what ever they do it may not influence the final decision of the court, but it may influence what each party decides to do in reaction to the court case.