In case you haven’t been watching, Nestle’s Facebook Fan page has been overrun by critics around deforestation, sustainability and poor social media relations. While this isn’t the place to have a discussion on sustainability, let’s look at the ramifications this has to society, brands, fans, and Facebook.
I spent a few hours reading and researching, it looks like members of Greenpeace launched an online protest, (read the initial report, then news here, here, here) spurring a groundswell of online criticism, a majority of it on their Facebook fan page. (Update: It’s clear that Greenpeace helped in part organize this social attack, see here, here, here, and this timeline of events) Nestle’ responded defensively, threatening to remove off-brand logos from it’s Facebook page resulting in a flurry of negative comments. It’s not totally clear if Greenpeace staged and executed the whole attack, but regardless, the community is relentlessly dog piling on the brand’s Facebook page. While Nestle’ responded with a Q&A on their corporate site, it appears Nestle’ has retreated from the discussion –leaving the page open for detractors.
Brands are Unprepared for Organized Social Attacks
I’m not hear to pile on and criticize either parties, but I’d like to take a look at the ramifications and make pragmatic suggestions to be prepared. The last few days has taught us that:
- While every company has critics, they can now organize a coordinated attack. Every company I work with has some degree of critics, it’s a natural state of the market. Now, these critics may start to organize globally by using similar tools and technologies brands are to market themselves. Expect coordinated and organized attacks from critics.
- Facebook fan page brand-jacking is the new form of tree hugging. As movements form, the organized groups can stage mass attacks on brand Facebook fan pages, overrunning it with negative messages. Like sitting in trees with banners to slow down clear cutting and spray paining messages on buildings, this is simply the digital form of real-world protest. Expect more of this in the future –not less. (Update: interesting perspective on “social media warfare“)
- Ownership isn’t clear –yet the power belongs to community. The brands think they own the Facebook fan pages, but the fans can demonstrate power and take over ownership. When you look closely, neither parties ‘owns’ the property, it belongs to Facebook –but don’t expect them to do much, brands are really on their own.
Recommendations: Develop a Community Strategy and Practice Crises Response
Don’t be scared. Instead, develop a plan, resources, and a crises response plan now. It’s important you do this before it happens, rather than wait for the incident to occur.
- Companies must have a community strategy –don’t jump without a parachute. Companies (and their agencies) are allured to adopt the latest tools like Facebook pages without thinking it through. Don’t go without a clear set of policies, roles, and experienced staff, approach your Facebook fan page as you would opening a real-world store –don’t relegate management to a PR intern. Unlike traditional advertising or email marketing, this is an ongoing relationship, so budget the right set of resources, monies, and programs for this long term effort.
- Hire seasoned community managers –don’t relegate to PR intern. I know many companies that are throwing the Facebook fan page to the junior intern as they ‘get social media’ because they are Gen Y. Change your mindset: think of your Facebook fan page as your physical store. Would you anoint a freshly minted student to run that physical store? Instead, hire an experienced community manager that knows how to deal with angry members, foster relationships with advocates, and handle crises without breaking a sweat.
- Plan and practice for the worse –yet live for the best. Companies should expect a full scale organized attack from critics. One that will simultaneously overrun blog comments, Facebook fan pages, and an onslaught of blogs resulting in mainstream press appeal. Start by developing a social media crises plan and developing internal fire drills to anticipate what would happen. This doesn’t mean you should live your social efforts in fear, but instead, forge key relationships with members now that will defend your brand in the long run. The goal? To stay off this list of brands that got punk’d.
Love to hear your thoughts from this, what should companies do to be prepared for a social assault?

Update March 24th, a few days later. We’ve done a white board analysis breaking down exactly what went wrong and providing actionable recommendations on what brands should do. Also see Susan Etlinger’s share of voice analysis, yet Howlett suggests this doesn’t impact share prices Also read Ben Kiker’s suggestions
Great thoughts here, J. I really liked the part about “everyone has critics, it's the nature of the market” because its true. Not only do you need those who are experienced in general public relations, marketing and social media, but someone who has a firm grasp on crisis comm plans and execution. This shows understanding of roles and working as a team.
I've been in one crisis communication situation (I worked for Mensa, the Holocaust Museum shooter was an ex-Mensa member, 500 media calls, 1,000+ mentions) and the thing is: you can only be so prepared. You have to go on instincts and understand the platforms and community you are talking to. If you dont? You flounder. New media tactics are different from marketing because of instant communication. Evaluate the message before sending it out – concise v. timely unfortunately has to play a role. Even saying “Hey, we are looking into this” provides acknowledgement.
I could see the fluster unfold on this Facebook fan page, and hopefully they learn from it.
Great thoughts here, J. I really liked the part about “everyone has critics, it's the nature of the market” because its true. Not only do you need those who are experienced in general public relations, marketing and social media, but someone who has a firm grasp on crisis comm plans and execution. This shows understanding of roles and working as a team.
I've been in one crisis communication situation (I worked for Mensa, the Holocaust Museum shooter was an ex-Mensa member, 500 media calls, 1,000+ mentions) and the thing is: you can only be so prepared. You have to go on instincts and understand the platforms and community you are talking to. If you dont? You flounder. New media tactics are different from marketing because of instant communication. Evaluate the message before sending it out – concise v. timely unfortunately has to play a role. Even saying “Hey, we are looking into this” provides acknowledgement.
I could see the fluster unfold on this Facebook fan page, and hopefully they learn from it.
Lauren
Nice post here summarizing the issues, Jeremiah. A couple of points I'd like to add:
* A PR Week story from February 2010 (http://budurl.com/MonitoringNestle) indicated that Nestle was searching for an agency to “handle its worldwide 'buzz' monitoring.” This decision appears to have stemmed from serious criticism the company received after inviting a group of mommy bloggers on an “all-expenses meeting with its CEO.” This at least indicates that Nestle understands it needs help navigating monitoring–and responding to–mentions and discussions in social media.
* The initial response from Nestle on its Facebook Page served to antagonize the protesters even further. Of note:
1) Even though tensions were running high, Nestle threatened to remove comments from users “using an altered version of any of our logos as your profile pic.”
2) Nestle resorted to sarcasm and defensiveness when responding to some of the initial negative comments. Examples: “Thanks for the lesson in manners. Consider yourself embraced. But it's our page, we set the rules, it was ever thus.” The tone appears to have softened in later comments from the Nestle admin, but the damage was done.
Effective community management and moderation really can make the difference over whether online communities and discussions spiral *completely* out of control. As you point out, Jeremiah, community management simply *cannot* be an afterthought.
Bryan Person | LiveWorld
Nice post here summarizing the issues, Jeremiah. A couple of points I'd like to add:
* A PR Week story from February 2010 (http://budurl.com/MonitoringNestle) indicated that Nestle was searching for an agency to “handle its worldwide 'buzz' monitoring.” This decision appears to have stemmed from serious criticism the company received after inviting a group of mommy bloggers on an “all-expenses meeting with its CEO.” This at least indicates that Nestle understands it needs help navigating monitoring–and responding to–mentions and discussions in social media.
* The initial response from Nestle on its Facebook Page served to antagonize the protesters even further. Of note:
1) Even though tensions were running high, Nestle threatened to remove comments from users “using an altered version of any of our logos as your profile pic.”
2) Nestle resorted to sarcasm and defensiveness when responding to some of the initial negative comments. Examples: “Thanks for the lesson in manners. Consider yourself embraced. But it's our page, we set the rules, it was ever thus.” The tone appears to have softened in later comments from the Nestle admin, but the damage was done.
Effective community management and moderation really can make the difference over whether online communities and discussions spiral *completely* out of control. As you point out, Jeremiah, community management simply *cannot* be an afterthought.
Bryan Person | LiveWorld
I do, Dennis. I think that would only fan the flames even more. But if I were Nestle, I would change the Wall filters so that posts by “just Nestle” would appear by default. As part of this, Nestle needs to create posts more regularly. As the controversy has raged, Nestle hasn't made a new post since early Friday afternoon. Some 66 hours of silence doesn't help matters.
I do, Dennis. I think that would only fan the flames even more. But if I were Nestle, I would change the Wall filters so that posts by “just Nestle” would appear by default. As part of this, Nestle needs to create posts more regularly. As the controversy has raged, Nestle hasn't made a new post since early Friday afternoon. Some 66 hours of silence doesn't help matters.
Jeremiah: I was just writing what I read in that PR week story, that Nestle was stung by criticism of its approach to reaching out to bloggers. It's pretty clear that Nestle (like Walmart) has a big group of detractors that will bash *whatever* the company does. My sense is that that is what happened last October. The story doesn't detail the specific opposition to Nestle's approach.
But I think the bottom line is that Nestle came away realizing it needs an outside agency to help it navigate social media–both on the monitoring side and with engagement.
Jeremiah: I was just writing what I read in that PR week story, that Nestle was stung by criticism of its approach to reaching out to bloggers. It's pretty clear that Nestle (like Walmart) has a big group of detractors that will bash *whatever* the company does. My sense is that that is what happened last October. The story doesn't detail the specific opposition to Nestle's approach.
But I think the bottom line is that Nestle came away realizing it needs an outside agency to help it navigate social media–both on the monitoring side and with engagement.
@Dennis: I would suggest a sound moderation policy could help in this situation. The brand needs to state in very clear language what kind of content and commentary is–and is not–acceptable on its Page. For example: “We welcome comments expressing all points of views on an issue–positive and negative–but reserve the right to remove posts that contain inappropriate language, hate speech, personal attacks, are wildly off-topic, etc.” Without such “rules of engagement,” it's hard for a brand or community host to remove any posts without being seen as an oversensitive censor!
@Dennis: I would suggest a sound moderation policy could help in this situation. The brand needs to state in very clear language what kind of content and commentary is–and is not–acceptable on its Page. For example: “We welcome comments expressing all points of views on an issue–positive and negative–but reserve the right to remove posts that contain inappropriate language, hate speech, personal attacks, are wildly off-topic, etc.” Without such “rules of engagement,” it's hard for a brand or community host to remove any posts without being seen as an oversensitive censor!
Agree completely–setting and meeting the consumers expectation (when possible) is vital right now. In addition, they need to provide an alternative form of contact as fans and customers need to know they have somewhere to voice there opinions and concerns no matter what they are or how passionately they are expressing them.
Agree completely–setting and meeting the consumers expectation (when possible) is vital right now. In addition, they need to provide an alternative form of contact as fans and customers need to know they have somewhere to voice there opinions and concerns no matter what they are or how passionately they are expressing them.
Agree completely–setting and meeting the consumers expectation (when possible) is vital right now. In addition, they need to provide an alternative form of contact as fans and customers need to know they have somewhere to voice there opinions and concerns no matter what they are or how passionately they are expressing them.
From my own experience in social media an acceptance of critics seems obvious, however it falls to each individual company to handle the critics in a professional and appropriate manner.
At the end of the day it will only last as long as it is fuelled.
Interestedly for certain companies they may even benefit from bad press as well as good press.
Nice post.
Akshay Tatuskar
Companies should develop social media policies that complement their strategy and include an escalation path to the appropriate people in the company that can make an informed decision on how to respond to negative criticisms. Companies should also very clearly spell out what is considered to be social media attacks versus critiques vs positive commentary and develop guidelines on how to handle each type of commentary.
And Ultimately companies do need to show fans they are listening, while also making it clear what is acceptable and unacceptable. I'll be posting an extended response to this post next week.
Companies should develop social media policies that complement their strategy and include an escalation path to the appropriate people in the company that can make an informed decision on how to respond to negative criticisms. Companies should also very clearly spell out what is considered to be social media attacks versus critiques vs positive commentary and develop guidelines on how to handle each type of commentary.
And Ultimately companies do need to show fans they are listening, while also making it clear what is acceptable and unacceptable. I'll be posting an extended response to this post next week.
Companies should develop social media policies that complement their strategy and include an escalation path to the appropriate people in the company that can make an informed decision on how to respond to negative criticisms. Companies should also very clearly spell out what is considered to be social media attacks versus critiques vs positive commentary and develop guidelines on how to handle each type of commentary.
And Ultimately companies do need to show fans they are listening, while also making it clear what is acceptable and unacceptable. I'll be posting an extended response to this post next week.
Great post, Jeremiah. I think you definitely have a point when you say companies should expect more, not less of these brand page defacing efforts from critics. Just recently, farmers took to Pilot Travel Centers' Facebook page to protest their donation to the Humane Society of the United States (http://bit.ly/dqBL5M), and the same group of self-described “agvocates” utilized YouTube, Facebook and Twitter when Yellow Tail Wine did the same thing (http://bit.ly/cCbIG7). In both cases, companies changed their practices.
One of the key preparedness steps a company can take in the digital space is to set ground rules early – particularly on things like comment moderation. That's not to say comments like what Nestle is dealing with wouldn't appear (even if they did not allow comments on Facebook, critics would organize elsewhere), but setting guidelines on brand pages could help direct inquiries in a more productive fashion. For example, Nestle could begin discussing the issue in a designated forum where resources and materials (like that Q&A) can be found. Of course, the goal of many activist groups in this type of situation is not productive conversation, it's disruptive attention. Given that, Nestle needs to engage, but tread carefully in its response as it moves forward.
Although not taking sides it is clear that big corporations do not understand the shift that happened in the last couple of years. Consumers now have the same power as a billion dollar company and they don't hesitate to use this power to let companies know what they think. As one person on the Nestle's facebook page put it: “Thanks to facebook it is much easier to be an activist.” I believe that in the future all brands will feel more pressure to do the right thing by the same people that are paying for their products.
Although not taking sides it is clear that big corporations do not understand the shift that happened in the last couple of years. Consumers now have the same power as a billion dollar company and they don't hesitate to use this power to let companies know what they think. As one person on the Nestle's facebook page put it: “Thanks to facebook it is much easier to be an activist.” I believe that in the future all brands will feel more pressure to do the right thing by the same people that are paying for their products.
Hi Jeremiah, great post!
Clearly Nestle have shot themselves in the foot. On all points they should never have embarked on a social media program without fully training staff on how to monitor, respond etc. Corporations are jumping into this arena without clearly thought out strategies on management nor recognizing that they must accept good and bad comments…
Clearly the quick fire response gave the corporation no time to consider how best to manage. A few hours of research could have informed this person on some alternative responses. As some people have mentioned, turning a negative into a positive would have been by far the best approach.
Every Nestle executive should be aware about the growing world concern over the consumption of Palm Oil. Acres of rainforest are being lost each day, as companies, cut, slash and burn to make way for more palm oil production. This is causing a huge environmental issue in Borneo/Indonesia where it is not only changing their climate but losing the unique habitat for orang utans and other rare species (and people who live in these forests). Orangutans and other animals/plans are thus facing extinction – in Sumatra it could be as soon as 2012-2015. A positive approach – such as other food manufacturers are choosing – is as follows.
To stop buying palm oil and using alteratives – YES, it makes the product more expensive – consumers need to understand that. But if the majority of consumers are asking a food manufacturer to change their ingredients, it is a point of consideration which could be turned into a big positive for Nestle.
Another approach, as is being led in the UK, is buying palm oil only from sustainable palm oil
corporations. Palm Oil farms exist, so why not encourage those corporations to continue to grow on the SAME land and not go for the cheaper, easier option of forever using virgin land… In Australia a huge majority of school kids and parents lobbied their favourite food manufacturers to change their purchasing of palm oil. The companies listened (Nestle take note) and responded positively – a win win situation for all.
This will surely become one of the main “how not to do social media” case studies for years to come – the orangutans plight may yet still win through.
Hi Jeremiah, great post!
Clearly Nestle have shot themselves in the foot. On all points they should never have embarked on a social media program without fully training staff on how to monitor, respond etc. Corporations are jumping into this arena without clearly thought out strategies on management nor recognizing that they must accept good and bad comments…
Clearly the quick fire response gave the corporation no time to consider how best to manage. A few hours of research could have informed this person on some alternative responses. As some people have mentioned, turning a negative into a positive would have been by far the best approach.
Every Nestle executive should be aware about the growing world concern over the consumption of Palm Oil. Acres of rainforest are being lost each day, as companies, cut, slash and burn to make way for more palm oil production. This is causing a huge environmental issue in Borneo/Indonesia where it is not only changing their climate but losing the unique habitat for orang utans and other rare species (and people who live in these forests). Orangutans and other animals/plans are thus facing extinction – in Sumatra it could be as soon as 2012-2015. A positive approach – such as other food manufacturers are choosing – is as follows.
To stop buying palm oil and using alteratives – YES, it makes the product more expensive – consumers need to understand that. But if the majority of consumers are asking a food manufacturer to change their ingredients, it is a point of consideration which could be turned into a big positive for Nestle.
Another approach, as is being led in the UK, is buying palm oil only from sustainable palm oil
corporations. Palm Oil farms exist, so why not encourage those corporations to continue to grow on the SAME land and not go for the cheaper, easier option of forever using virgin land… In Australia a huge majority of school kids and parents lobbied their favourite food manufacturers to change their purchasing of palm oil. The companies listened (Nestle take note) and responded positively – a win win situation for all.
This will surely become one of the main “how not to do social media” case studies for years to come – the orangutans plight may yet still win through.
We work with a number of clients and develop emergency response or crisis plans for them that anticipate problems. The crisis plan provides everything from scripts to use with reporters to the preparations that need to occur in the event of a natural disaster. Now we™re realizing that we also need to prepare clients for digital forms of protest, too. You™re right “ this is no job for a PR intern. Crisis planning requires a pro.
Interesting post. While I wouldn™t want to comment on a situation in which the full facts are unclear (disclaimer: Nestle is a sometime client of my employer), in our experience, and in addition to preparation, staff training, monitoring etc, crises increasingly require the following three critical capabilities & skills:
1. Speed “ in response
2. Accuracy, and flexibility “ in messaging and timing
3. And, as always, most important – good judgment.
Yrs,
Charlie
Interesting post. While I wouldn™t want to comment on a situation in which the full facts are unclear (disclaimer: Nestle is a sometime client of my employer), in our experience, and in addition to preparation, staff training, monitoring etc, crises increasingly require the following three critical capabilities & skills:
1. Speed “ in response
2. Accuracy, and flexibility “ in messaging and timing
3. And, as always, most important – good judgment.
Yrs,
Charlie
As Rohit Bhargava points out on his blog and on SocialMediaToday, part of the blame here has to go to whomever was in charge of monitoring Nestle's facebook page. Too often at big companies, the community management responsibility is left to junior and part-time employees. Monitoring and responding has to go up the food chain to risk and compliance, as well as senior management, particularly in the office of the CFO, not just marketing.
As Rohit Bhargava points out on his blog and on SocialMediaToday, part of the blame here has to go to whomever was in charge of monitoring Nestle's facebook page. Too often at big companies, the community management responsibility is left to junior and part-time employees. Monitoring and responding has to go up the food chain to risk and compliance, as well as senior management, particularly in the office of the CFO, not just marketing.
I'm just as interested in how Greenpeace organized this, um, engagement with a brand. Brilliant.
I'm just as interested in how Greenpeace organized this, um, engagement with a brand. Brilliant.
Jeremiah, Great point about not using PR interns. This type of thing needs to be handled by seasoned professionals, with a plan. There will be a number of business cases published over the next couple of years talking about how NOT to handle these type of social media attacks. And though shutting down the fan page is not a smart option, it will happen more than not.
Jeremiah, Great point about not using PR interns. This type of thing needs to be handled by seasoned professionals, with a plan. There will be a number of business cases published over the next couple of years talking about how NOT to handle these type of social media attacks. And though shutting down the fan page is not a smart option, it will happen more than not.
PS. Am a big fan of the “poor man's smart-board”
PS. Am a big fan of the “poor man's smart-board”
Companies should start listening to their customers and in case of 'social attack' (love the concept) should engage in a meaningful conversation with them.
Drop the Top down mass marketing strategy, engage in transparency and start building trust
Companies should start listening to their customers and in case of 'social attack' (love the concept) should engage in a meaningful conversation with them.
Drop the Top down mass marketing strategy, engage in transparency and start building trust
They had practice, they hammered Cadbury NZ before Nestle bought them out last year with the exact same method. They also used tradtional media dissuction and got cadbury to change the coholate recipe back to cocoa butter from palm oil. Huge imapct on sales and brand equity.
They had practice, they hammered Cadbury NZ before Nestle bought them out last year with the exact same method. They also used tradtional media dissuction and got cadbury to change the coholate recipe back to cocoa butter from palm oil. Huge imapct on sales and brand equity.
This has happened enough that you'd think a better plan would be in place for such a large corporation. Brand awareness and it's value is important so you think it would be guarded like some secret formula. This was plain when Ford used it's brand for loan security a few years ago. Perhaps many still don't take brand awareness seriously enough. http://bit.ly/cTaiys
This has happened enough that you'd think a better plan would be in place for such a large corporation. Brand awareness and it's value is important so you think it would be guarded like some secret formula. This was plain when Ford used it's brand for loan security a few years ago. Perhaps many still don't take brand awareness seriously enough. http://bit.ly/cTaiys
Brand awareness is something to treasure but sadly many businesses you think would know better lag behind. PR, marketing and advertising have not stayed ahead of the sea change as will as they should have in too many instances. Pity. http://bit.ly/cTaiys
Brand awareness is something to treasure but sadly many businesses you think would know better lag behind. PR, marketing and advertising have not stayed ahead of the sea change as will as they should have in too many instances. Pity. http://bit.ly/cTaiys
This controversy with Nestle pales in comparison to Tell Shell from the late 1990s http://www.shellnews.net/week43/shellnewsnetslo…
It seems like the intensity of these conflicts increases when the supply-chain of the brand is the source of the conflict.
This controversy with Nestle pales in comparison to Tell Shell from the late 1990s http://www.shellnews.net/week43/shellnewsnetslo…
It seems like the intensity of these conflicts increases when the supply-chain of the brand is the source of the conflict.
This is a good post, with helpful info, but your misuse of crisis/crises detracts from its credibility.
It's Crisis Planning, not Crises Planning.
Like Tax Planning, not Taxes Planning.
This is a good post, with helpful info, but your misuse of crisis/crises detracts from its credibility.
It's Crisis Planning, not Crises Planning.
Like Tax Planning, not Taxes Planning.
I apologize… it came out much bitchier than I intended. I still had my editor hat on from work and should not have hit “post.” Can we rewind?
What I meant to say was: I appreciate this post because we recently had (very minor) social media crisis and it's a terrible feeling to have to guess how best to react in the heat of the moment. This will be helpful for future reference.
I apologize… it came out much bitchier than I intended. I still had my editor hat on from work and should not have hit “post.” Can we rewind?
What I meant to say was: I appreciate this post because we recently had (very minor) social media crisis and it's a terrible feeling to have to guess how best to react in the heat of the moment. This will be helpful for future reference.
The web being a free space has been exhausted my much people to voice out their opinion, even angst, even protests. Maybe creators of corporate website designs or ecommerce web site designs and even social networking designs out there who aimed at social networking development and better online connections must not leave this kind of issue unattended. Maybe they should work for a page where a forum could be held. I'm having my own advice applied on my own corporate web design that I'm making if ever circumstances like this arises, a business site that it would be.
The web being a free space has been exhausted my much people to voice out their opinion, even angst, even protests. Maybe creators of corporate website designs or ecommerce web site designs and even social networking designs out there who aimed at social networking development and better online connections must not leave this kind of issue unattended. Maybe they should work for a page where a forum could be held. I'm having my own advice applied on my own corporate web design that I'm making if ever circumstances like this arises, a business site that it would be.
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Jeremiah, What are your thoughts about companies responding to negative comments written about them? For example, when a company is going through a crisis situation and articles are written about them and posted online. When there are negative comments posted about the company (that might or might not be correct) do you believe it's in the company's best interest to respond to the post — possibly to direct readers to their website where they've posted the real information? (By the way, I'm asking the question in general not related to Nestle or any other specific company.) Looking forward to your response.
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Thanks For Sharing .But I am not agree with all your recommendations . The abstraction of planning for 1 of these amusing media attacks seems to be so adopted to some folks. I Think brand jacking is more a brand defacing in social media, and not the same as tree hugging. Â Â Â Â
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Very good point! Now how about a plan? Do not give it to an Intern is not a plan. An outline or check sheet for companies to create a Plan.
Great stuff – but can you tell me which one do you use – I like the way you have it