Taking Advantage Of “Social Media Happy” Competitors

In the post, “5 Tips To Start Strategic Intelligence Research On Social Media“,  I stated that in order to gather competitive intelligence data efficiently on the social web, individuals must pay attention to “social media happy” competitors.   These companies feel the need to be on every social media platform and share content on a daily basis.    A company that can fall into the category is Pfizer.

According to Pfizer’s website, the firm has a presence on the following social media platforms:

  • Facebook
  • LinkedIn
  • SlideShare
  • Twitter
  • YouTube

From a competitive intelligence research point of view, let us take a look at the pharmaceutical firm’s presence on LinkedIn and SlideShare.


Above from the  basic company description on their corporate profile, Pfizer offers access to several activities such as:

  • New Hires
  • Profiles Changes
  • Recent Departures
  • Promotions and Changes
  • Status Updates

Figure 1 is the screen capture of the “New Hires” at Pfizer Pharmaceutical worldwide.

Figure 1: “New Hires” at Pfizer Pharmaceutical

New hires at a company may indicate:

  • Growth in a particular market or product segment
  • New management
  • High / low rate of employee turnover


The Pfizer’s SlideShare account is the home of documents that may interest some of its competitors.   As of July 9th, 2012, there were 16 presentations and 11 documents.

Amongst some of the 16 presentations, Pfizer  posted:

  • 2011 Quarterly Earnings Teleconference presentations
  • Barclays Capital 2011 Global Healthcare Conference  presentation
  • 29th Annual J.P. Morgan Healthcare Conference presentation  (2011)
  •  Profile notes for Pfizer’s acquisition of King Pharmaceuticals, Inc

The 11 documents that are available on SlideShare include:

  • First Fridays Webinar Series training material
  • Pfizer Annual Review 2010
  • Pfizer Corporate Responsibility Report

Figure 2 is a screenshot of the collection of documents on SlideShare.

Figure 2: Pfizer's Collection of Documents on SlideShare

Although the majority of the presentations and documents can be unearthed by using Google, it is quite convenient to have such intelligence in one location.

Is there something wrong with being a “social media happy” company?  Not at all; however, companies should be aware that the content which is shared via social media can be found via advanced searching method.    Perhaps with the aid of a competitive intelligence professional and a content strategist, companies should have a policy to dedicate what is posted from a defensive competitive intelligence point of view.

Want to improve your strategic intelligence gathering skills? Contact Isabelle Poirier to discuss your needs.

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About Intelegia

Intelegia is a boutique consulting firm in Montreal, Canada that understands the need to be innovative and strategic in a business landscape that’s evolving at an incredible pace. The firm delivers social media strategies to efficiently engage with stakeholders in economic development, business to business and business to consumer segments. It assists clients by defining and executing sustainable social web strategies that will allow their brand message to stand out in a competitive environment where target audience engagement is a must.

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