Social Media Debacle: Nestle’s Facebook Page Shows A Lesson In How Not To Do Social Media

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Like the Force, Facebook can be a powerful ally — but beware the Dark Side. This is a tale of how a big company can land itself in a PR nightmare in a matter of minutes, all thanks to the power of social media.

About 10 hours ago, Chocolate-maker Nestle posted a seemingly innocent request on its Facebook page: Nestle fans, don’t use an altered version of the company’s logo as your profile pic, or your comments will be deleted. (I’m paraphrasing, but only a bit.)

The reaction from more than a few followers: Don’t tell us what to do, Big Brother! (Again, paraphrasing.) Nestle’s response: The logo is our intellectual property. This is our page, we set the rules. You don’t like it? There’s the door.

In other words, whoever mans Nestle’s Facebook page went on the offensive, responding to individual posters in a tone that was at times sarcastic or antagonistic. Here’s an exchange that pretty much sums it up:

via Nestle’s Facebook Page: How a Company Can Really Screw Up Social Media – CBS News.

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Content Curator Tom George

Founder and CEO of Internet Billboards. A futurist and serial entrepreneur, as well as a professional fitness trainer, martial artist, and business strategist. Helped to develop inbound advertising. An avid content curator who enjoys finding those digital gems out there in cyberspace and sharing them with others.

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  • http://www.cendrinemarrouat.com/ Cendrine Marrouat

    I remember this story! It happened years ago, but it was so nasty. The lesson still stands, though. A lot of businesses still don’t get it.

    • http://www.internetbillboards.net/ Tom George

      I think you are better informed than I am. I hadn’t heard about it until now, but yes indeed what a valuable lesson to be learned here. I think you are right, many businesses still don’t understand this yet. Hopefully they won’t have to learn it the hard way.

      • http://www.cendrinemarrouat.com/ Cendrine Marrouat

        I came across the case study when doing some research for my blog in 2010. It was one of the worst mistakes I had ever seen.

        I think that part of the learning process actually involves experiencing hardships. It’s the only way to understand how things work.

        • http://www.internetbillboards.net/ Tom George

          Thank you Cendrine! I think it is a pretty significant case study. I hope you have a super weekend.