For a lesson in how NOT to use social media, look no further than Nestlé. The packaged-food firm's Facebook page, which has 90,967 fans, has been blitzed with criticism from fuming consumers, complaining about the brand’s unethical use of palm oil products. And Nestlé’s moderators have only fanned the flames.
Consumers are now threatening to boycott the brand while others have altered their Facebook profile pictures to a bloodied Nestlé logo. The company has responded by saying: “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.” It has also removed some of the “offending” comments. Big mistake. Huge mistake.
One furious user wrote: "Nestlé is the work of the devil. Evil evil corporation, and your bullish reactions and arrogant comments have won you no favours at all.”
Instead of parachuting in a crisis management team, the Nestlé moderator has just whimpered: “As you can see we're learning as we go. Thanks for the comments.”
What should Nestlé do to clean up this PR disaster? Post your comments below.