How Monseau and his team did it:
* Start small, with noncontroversial topics. Monseau and his team created a corporate blog talking about the 120-year history of the company. This relatively “safe” blog helped prove the concept and gain the confidence of legal and compliance teams.
* Create helpful policies. Good policies help you establish a consistent approach across the many voices or brands of your company and can streamline the approval process.
* Create plans for when and how to respond. Johnson & Johnson has a specific process for deciding what, when, and how to respond to comments on third-party sites.