Nestle debacle demonstrates common social media misunderstandings
Posted by Neil Davey in Social CRM on Sun, 21/03/2010 - 15:44
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"Consider yourself embraced" - Nestle's Facebook group becomes a public relations disaster as it forgets some of the key rules of social media.
Food firm Nestle bit off more than it could chew in the social media space last week, as the already embattled business found itself embroiled in a row about the use of its Facebook page.
Last week Nestle became the target of a Greenpeace campaign aiming to highlight how the use of palm oil in its products was leading to the destruction of Indonesian rainforests and the native orangutan population.
As part of this, Greenpeace redesigned its homepage as a mock-up of the Kit Kat logo which read ‘Nestle Killer’, urging visitors to ‘stop Nestle destroying rainforests for palm oil’ and encouraging them to apply pressure by writing to the CEO via the website.
Unsurprisingly, concerned consumers also turned to Facebook as part of the campaign to engage Nestle about the issue. With around 90,000 ‘fans’, the Nestle Facebook group is clearly something that the firm has lavished time on building. However, its clumsy attempts to engage with fans on Facebook on Friday only succeeded in causing further anger amongst users, with coverage rapidly spreading across other social platforms such as Twitter.
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