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Classic Case of what not to do on Social Media!!

NestleSocial Media Etiquette and handling PR is very critical to a company in social media. Consumer interactions have compelled companies to plunge into social media to be a part of these conversations. Today I was reading what could be the biggest social media/PR debacle ever. I am talking about the food giant Nestle who, till a few days back was a renowned chocolatier with fans all over the world. Today it faces criticisms from various green peace activists, followed by bloggers for using palm oil from deforested forests in Indonesia and thereby endangering orangutans. Nestle had taken a very rude front to combat these criticisms, which was not well received by people and led to a flooding of their fan pages with more criticisms.

Without joining the bandwagon of people who are attempting to defame Nestle’s online reputation, here is a fair view of how a global company like Nestle can learn to handle this attack through online media.

This type of incident can surely destroy a company, who should instead directly, honestly and personally address this issue rather than escalate it with a hostile approach to criticisms.

Nestle’s online reputation downfall started when Nestle’s Facebook page was flooded with protests and complaints from people over Nestle’s Palm Oil actions in Indonesia and deforestation that endangered orangutans. Already a heated issue,  Nestle added to the fire by posting on their fan page:

Nestle To repeat: 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.”

This sparked a wild fire that will only be put to rest when the moderator cordially and patiently talks to sort Nestle’s tainted image and not further taint it with such comments.

Customers have increasingly started using social media as a medium to vent their anger as this provides them a platform to be vocal about their thoughts and views. Companies should take these criticisms with a pinch of salt and try to rectify these issues without any ego.

As I have mentioned in my previous blog on Social Media Etiquettes, Nestle should have simply read the rude remarks and politely responded back. They should appoint a customer care representative to answer their questions politely. In a state when people are angered, humility and modesty should take the front seat instead of hautiness.

Follow us on @iridiuminter or my personal twitter @sbharatam.



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