Early in what's now a 100-comment feed, Paul Griffin offered
that he's "not sure you're going to win friends in the social media
space with this sort of dogmatic approach. I understand that you're
on your back-foot due to various issues not excluding palm oil but
social media is about embracing your market, engaging and having a
conversation rather than preaching!"
The Nestle moderator's response: "Thanks for the lesson in
manners. Consider yourself embraced. But it's our page, we set the
rules, it was ever thus."
Nestle didn't immediately respond to requests for comment. The
page, which appears to be an official one, states the obvious under
its logo-as-profile pic: "Social media: as you can see we're
learning as we go. Thanks for the comments."
A few faithful have spoken out, including one who called the
angry commenters "party poopers." Some gave Nestle props for
protecting its intellectual property and "brand standards." One,
claiming to be a Henri Nestle descendant, asked users to "respect
my ancestor's wishes." The moderator, apparently assuming that
consumers care about these things, offered a link to an About.com
article about branding and its importance to marketing
Users reiterated that Nestle's moderator needed to watch its
tone, and that the company ought to examine its PR strategy. Tracy
King, who identified herself as a marketing and PR company head,
commented: "I'm horrified by the tone of the Nestle moderator. I
completely understand the corporate desire to curb any manipulated
logos which show Nestle in a negative light, but there are two
problems with the approach used here: 1) the attitude of the Nestle
moderator absolutely stinks 2) this is Facebook, which is not an
easily censored platform."
Of course, no social-media fight is complete without threats of
boycotts. Jagos Golubovic wrote, "I was a big fan of your products,
but now, when I saw what you guys wrote, I think I'm gonna stop
buying them." Others said they'd just stop being fans.
This being a) social media and b) an epic #fail, the storm
quickly reached Twitter, with dozens of tweets about the debacle
this morning alone. "Watch Nestle self-implode and abuse their fans
on their own Facebook page," tweeted Sarah Conley, with a link to
the offending post, from the handle @StyleIT. On what appears to be
its official handle, @Nestle has remained silent -- it's last tweet
is from Wednesday morning.