People Vs Nestlé – When Facebook & Social Media Collide

Greenpeace campaign

Working in Social Media I find both good and not so great examples of others in my profession. I must say that this weeks exchange between the Nestlé Facebook Fan Page and the users who flocked to have their opinion heard was especially poor.

Now I can see why they got sweaty collars when people with altered Kitkat logos for avatars (now reading Killer) started posting links about the baby milk formula incident- Nestlé have been trying to put the Nestlé boycott campaign behind them for 32 years, to no avail. However it can’t be wise to start deleting comments form your fan page, and using less than friendly terminology isn’t going to get you many loyal fans.

<strong>We welcome your comments, but please don’t post using an altered version of any of our logos as your profile pic — they will be deleted.</strong>

This was the status that lit the match. If you push them, they will come.

I watched the aggressive interchange with interest. There are many people that will embrace a revolution against a corporate giant- in the most recent of which Paperchase ran with their tail between their legs as HiddenEloise, outed them for commissioning an artist who had copied her work. The result was a mass outcry on Twitter, that leaked out to mainstream media and forced a public apology from the company.

Nestlé obviously stayed oblivious to this case, as they ignored the advice of others in social media, poking the already agitated users with the following statement:

<strong>But it’s our page, we set the rules, it was ever thus. </strong>

This was clearly the wrong foot to hop to.

Obviously at one point during the exchanges the somewhat irate person behind their posts was replaced or given a stern talking to, as the deleting of posts and blunt interchange ceased. That or the mass response, or twitter chatter, or media interest… Interestingly the page’s about section flipped to:

<strong>Social media: as you can see we’re learning as we go. Thanks for the comments.</strong>

That was about the moment I got involved briefly. I’m quite the champion of causes, but that really got me typing.

Facebook exchange

They now have 92000 people able to comment on their page, and amongst all the banter being shot at them there are few championing their cause. A fairly strong message about the importance of social media has been sent, but how will Nestlé respond going forward?


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