**FURRY FRIENDS**

The Johnson & Johnson blog is Called “JNJ BTW a three dimensional view of Johnson & Johnson.” In the blogs introduction the editor says that the blogs purpose is to “try to find a voice that often gets lost in formal communication.”

The format of the blog is that of a standard blog, much like mine. It has different blog posts with according titles and pictures. It has a spot that tells the viewer what the blog is about; there is a list of links of things to know; there is a blogroll; there’s a list of links to their recent posts; there’s a list of links to recent comments; there’s a list of links for different categories; finally, there’s a list of links to the blog’s archives. The editor is Marc Monseau. He works in the corporate communications department at J&J headquarters as part of the media relations team. Marc does most of the posting, but there are a few others: Guest, Bill Price, Ray Jordan, Shaun Mickus and Lori. Some of the posts, however, have a line at the top that says it is “by” a different person. So it is assumed that some of the posts are written by other people and posted by these bloggers.

I would rate this blog: good

1-10 scale ( 1 being worst and 10 being best)

Ease of finding: 8 - When I googled Johnson & Johnson Blog it was the first one to pop up. However, I couldn’t find it on the regular Johnson and Johnson website and when I searched for just Johnson & Johnson it wasn’t on the first page of results.

Frequency: 5 - Some days have more than one post, but there is often a break between posts by anywhere between a two days to almost two weeks.

Engaging Writing: 9 - The writing is very casual and conversational. It is also written in an egaging way to keep the viewer interested. A lot of the blogs tell stories to make their point, which is more interesting than just a list of facts. My favorite thing about the writing is that it isn’t formal and “corporate” sounding; it has a very personable tone to it.

Relevant: 9 - Some of the posts just mention J&J but the post isn’t really about the company. However, although the topics sometimes seem random and irrelevant, it is obvious that they are directed toward J&J’s target audience. People who use J&J products would be interested in work and family balance, National Start! Walking Day for the American Heart Society, and the Philly Flower Show, for example.

Focused: 7 - Like I pointed out in the “relevant” criteria, although the topics are useful to J&J’s target audience, there aren’t a ton of topics actually about the company.

Honest: 8 - Most of the posts aren’t about the actual company, but what was written about the company wasn’t self-promoting or “fluffy.”

Interactive: 8 - There are plenty of links for the viewers both within the posts and in a list format on the right side of the page. Viewers can add the blog to their delicious and digg pages. Also, in standard blog fashion, viewers can leave comments about each post.

Responsive: 9 - This was hard to tell because a lot of the comments that were left were linked to websites, not just blogs. However, when I first published this post I gave a low score, but recieved a comment from JNJ’s blog in just a day.

JNJ BTW Blog recieved 63 out of 80 possible points. However, I gave them 10 bonus pionts because I like the fresh, clean layout they use, which matches their product, and the easy navigation of the blog. Both of these add to the overall experience of viewing this blog, for the better.

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