I watch with some interest. I think many large companies (whether pharmaceutical or not) do social media badly. The main flaw is that as a company you need to chuck a reasonable amount of resource at it (i.e. someone full time who can write well and genuinely engage with the Internet populace) without really getting much in the way of measurable results or return on investment.
So, in summary, nice try Sanofi-Aventis but I’ll bet you a beer it’ll peter out within a couple of months.