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: