Lilly has continued the steady expansion of its LillyPad social media franchise, launching a series of new accounts to target journalists.
Originally launched in 2010 as the US LillyPad blog to cover areas such as public policy and corporate responsibility initiatives, Lilly has now given its corporate communications team dedicated accounts on Twitter and Facebook.
Writing on the LillyPad blog, the company’s director of corporate communications Greg Kueterman said the new accounts would be “a platform for journalists to follow the news and work of our corporate communications team”.
The LillyPad_Media accounts will cover issues like business development, diversity, corporate responsibility and the importance of a true innovation ecosystem.
Although the initial focus is on Twitter and Facebook, Kueterman added that Lilly has “a few other tools on the horizon” that it would plan to use.
The LillyPad blog itself was expanded last year with a Canadian edition and this was augmented in January with the launch of an edition from Lilly’s Mexican operations.
Lilly’s senior director of global corporate communications Ed Sagebiel said: “News cycles are moving faster than ever, and journalists increasingly rely on digital channels to inform their perspectives and shape stories … LillyPad_Media will allow us to adapt to [this] trend and respond to key issues.
“With the addition of LillyPad_Media to our digital communications suite – which includes the LillyPad blog, Twitter, and Facebook feeds – we will underscore how Lilly is separating itself from its peers through a commitment to medical innovation and improved patient health.”
