So Greenpeace decided to protest Nestle’s use of palm oil, which is “driving deforestation in Indonesia.” Naturally, Greenpeace supporters started leaving anti-deforestation messages on Nestlé’s Facebook page.
How did Nestlé respond? With sarcasm. Really Nestlé?
According to blogger Mark Story, the comments from Nestlé included: “Oh, please, it’s like we’re censoring everything to allow only positive comments,” and “Thanks for the lesson in manners. Consider yourself embraced. But it’s our page, we set the rules, it was ever thus.”
How do you think that went over? As you could predict, the retorts were not well received.
Mark Story’s post ends with 4 points that he believes companies should consider when jumping into social media.
1. If you encourage people to become a fan of your company through social media, it is a double-edged sword. You have to take the positive aspects of Facebook fans and accept negative consequences.
2. Monitor your social media outlets — especially on weekends (when this controversy erupted).
3. Make social media part of your crisis communications plan. Be ready at all times to respond. Rule #1 of crisis communications is avoiding crises.
4. Put an adult in charge. When responding to negative information, make sure that a seasoned communications person posts comments and responses.
Good advice Mark. Perhaps Nestlé will be paying attention and minding its manners next time.