The worldwide communications team, which is leading the effort, plans to use the Twitter feed to post publicly disseminated information, such as news releases, jobs openings, and speeches, said Ray Kerins, VP of worldwide communications for Pfizer.
“Society has proven to us, has shown us, that this is how people are going to be interacting for now and very much into the future,” said Kerins. “This is just the next step of evolution in our overall communications strategy for the company.”
Kerins said that that company discussed using Twitter for about six months before creating the feed and that, at this point, the company is not using Twitter for proactive product communications. He also noted that the company is looking at other ways to use social media, including the possibility of a corporate blog.
“We've talked about having a corporate blog,” he said. “[But] if we don't think we can appropriately put up a corporate blog that the people who are viewing it find appropriate, we're not going to do it.”
WeissComm Partners is working with Pfizer on the effort, said Kerins, who noted that he has known Bob Pearson, the firm's chief technology officer and media officer, since they worked together at GCI. The WeissComm Group acquired Pearson's social media firm in May 2009.
“Given the challenges that mainstream journalism is currently facing… the social media side is there obviously to fill the void, fill people's needs,” said Kerins.