RSS 2.0Nestle Makes a Big Social Media Mistake
Greenpeace's Campaign against Nestle
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.
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I learned in the newspaper industry that you have to learn to take your lumps and not take criticism personally. Sounds like someone at Nestle got their feelings hurt and responded in that mode.
At the same time, I wonder if they thought that’s how you are supposed to respond? There is sometimes an aura of negativity that surrounds some comment/feedback sites and I’ve noticed this trend is growing…some folks think you just have to be ugly to get attention.
The four points mentioned are ideal, and I think organizations and businesses need to take point number 4 literally and figuratively. You sure don’t want a 20-year-old “social media expert” trying to handle what is a communications problem.