Roche Social Media Principles
Social media like blogs, wikis, social networks (e.g. Facebook, YouTube, LinkedIn etc.), team spaces or
personalised web sites are changing the way we are communicating, interacting, and doing business –
with patients, customers and other stakeholders outside Roche, but also within the Roche network.
Despite new social media tools and platforms emerging and changing all the time, its basic aspect
remains constant and is similar to traditional ways of communication: to engage in dialogue, provide
and exchange information, and build understanding. Social media’s high speed, level of interactivity and
global access to any information you publish merits particular consideration to the appropriate uses for
Roche recognizes the ubiquity and benefits of social media and welcomes its use – however, we also
acknowledge that certain risks are associated with these new channels. We have therefore developed
this guideline to help you use these new platforms in a responsible way. Given the fast changes and
continuous new developments in this area, we will review the guidance regularly and update if new
The best advice is to approach online worlds in the same way we do the physical one – by using sound
judgment and common sense, by adhering to the Company’s values, and by following the Roche Code
of Conduct and all other policies.
In case of questions please contact our communications teams or the Roche Social Media Advisory
Basel, August 2010
Ground rules for participating in online communications
There is a big difference in speaking “on behalf of Roche” (as an official spokesperson) or speaking
“about” Roche, our products or business partners. It is important that you always remember who you are
or who you are representing and what your role is in the social media community.
Just as with traditional media, we have an opportunity – and a responsibility – to effectively manage the
company’s reputation o