Nestlé’s “no logo” policy triggers Facebook revolt
It’s not every day that a brand turns its most loyal followers into angry protesters. But Nestlé has done just that, taking flak today for its commitment to environmental sustainability and then for its heavy-handed response to all protesters: a full Facebook clampdown on personal expression. Not surprisingly, the two issues are merging into one angry discussion thread where it’s hard to distinguish the angry activists from the angry chocolate lovers.
Here’s how it started: Greenpeace is attacking Nestlé for its “unsustainable palm oil” policy. No news there. They’ve even released a scathing attack ad about Kit Kat in recent days entitled “Need a break? So does the rainforest?” Meanwhile, perhaps in response, the company’s Facebook minders this morning issued a killjoy edict to its 90,000-plus fan base that says anybody showing their loyalty to the brand by using the logo will be, ominously, “deleted.”
Not surprisingly, the response has been hostile (Nestlé appears to be deleting regularly the most angry comments, including the one shown here by “Jugular Bean”) and can-you-believe-what-Nestlé-has-done? blog posts are already trending so that they appear prominently on Google search page results for “Facebook Nestle.”
If the original Nestlé policy wasn’t bad enough – what’s the harm anyhow if Facebook users are using the logo in a benign way? – it’s arrogant no-excuses response has community members reeling, not to mention creating a firestorm on Twitter. Just look at this snippy exchange:
Ok, Nestlé is feeling under attack from eco-warriors who regularly use and abuse its trademarks, logos and brands to illustrate the unsavory side of the business. And it’s not too happy that they’ve dragged this mud onto the Facebook fan page. But firing the heavy artillery at everyone, fans and activists alike, is bound to do far more damage than anything Greenpeace and Oxfam can say, not to mention lend further support to their cause.
As one fan writes on the Nestlé wall:
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.
52 Comments »
How to turn facebook fans against you–the Nestle example: http://bit.ly/bmwik7
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Oh my. Watching the Nestle Facebook / Twitter firestorm develop. http://bit.ly/9Df2fy
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Nestle is violating so many basic social media tenets here that I don’t know where to start. Gotta love deleting comments. Nice way to tick off your customers.
@newtypography http://socialmediainfluence.com/2010/03/19/nestles-no-logo-policy-triggers-facebook-revolt/
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Oh wow. RT @ponderossa: @newtypography http://socialmediainfluence.com/2010/03/19/nestles-no-logo-policy-triggers-facebook-revolt/
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Nestlé’s “no logo” policy triggers Facebook revolt http://bit.ly/9Df2fy
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Nestlé’s “no logo” policy triggers Facebook revolt http://bit.ly/9n9YXS
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Nestle turns its followers in to an angry mob: http://ow.ly/1ox0J
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Nestlé’s “no logo” policy triggers Facebook revolt http://is.gd/aOLm6
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[...] blog describes the handling of the crisis like “David Brent in a paper merchants” while Intelligence in Social Media points out: “It’s not every day that a brand turns its most loyal followers into angry [...]
Nestlé’s “no logo” policy triggers Facebook revolt http://is.gd/aOLm6
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Wow – there’s more. Social media lesson #1 – don’t talk down to your fans/consumers/constituents http://bit.ly/9mMtos #nestle
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Social Media Failures: Nestlé’s “no logo” policy triggers Facebook revolt http://cot.ag/atiAtt #nestle #kitkat #fail #facebook
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Nestlé’s “no logo” policy triggers Facebook revolt http://is.gd/aOLm6
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oh dear – nestle up the social media creek with no paddle http://bit.ly/agRgwC #nestle #kitkat #fail #facebook
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Past client of mine loses face on Facebook. Nestle, a case study on what NOT to do: http://bit.ly/9Df2fy. FB page:http://bit.ly/cHv2we.
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Social Media Failures: Nestlé’s “no logo” policy triggers Facebook revolt http://cot.ag/atiAtt #nestle #kitkat #facebook (via @greenpeaceuk)
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Nestle on Facebook, a cautionary tale being played out as we speak http://bit.ly/cVL1sV
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@petefrombookham Nestle iz bad 2.0. I still would though: http://bit.ly/9Df2fy
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Interesting to see how this unfolds. RT @jounpuu: Nestle on Facebook, a cautionary tale being played out as we speak http://bit.ly/cVL1sV
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When social media works against the brand RT @jounpuu: Nestle on Facebook, a cautionary tale being played out http://bit.ly/cVL1sV
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Nestlé’s “no logo” policy triggers Facebook revolt: http://bit.ly/brwjMM
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Nestlé’s “no logo” policy triggers Facebook revolt http://is.gd/aOLm6
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I’m uneasy. Greenpeace pushed a stick into the hornets nest and then dropped it onto Nestle. And wow, is Nestle an easy target. And yes yes yes, they are out of line with their Palm Oil policy etc (that bit is the EASY part of this issue). But democracy is not the same as mob rule. Democracy involves the exchange of views, not the forcing of one view over another by sheer weight of numbers or verbal violence. http://bit.ly/br1QIf
This comment was originally posted on pr-media-blog.co.uk
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Pink Floyd – Shine On You Crazy Diamond (parts VI-XI) http://twic.li/ieB ?
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Pink Floyd – Shine On You Crazy Diamond (parts VI-XI) http://twic.li/ieB ?
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Nestlé’s “no logo” policy triggers Facebook revolt http://is.gd/aOLm6
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Nestlé’s “no logo” policy triggers Facebook revolt http://bit.ly/9Df2fy Social Media Live Case
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@krpo …the nestlé incident continues: http://bit.ly/aEmIaf
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Great article.
You couldn’t be more right. Displaying humility is one of the most natural things to do and therefore one of the most effective when managing reputation during a social media crisis. Simply putting you’re hands up and admitting a mistake is in my opinion a very commendable thing to do!
It does annoy me though that because Greenpeace are a charity, they are always gonna be the good guys and Nestle (the big multi-nationa) are always gonna be the bad guys! It’s not that simple, people need to make sure they are careful when believing activists (not necessarily in this case!) and particularly Greenpeace! They have been a bit naughty in the past!
Thanks for this article!
I have recently written an article about Greenpeace’s sometimes naughty strategies and questionable motifs.
Please feel free to comment: http://bit.ly/a1j4Ex
Jon
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Reading about: Nestlé’s “no logo” policy triggers Facebook revolt
http://ow.ly/1qtrYM
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Nestlé’s “no logo” policy triggers Facebook revolt http://ow.ly/1pfp6
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Different River – you’re right. But I think in this case the behaviour shown by Nestle was responsible for attracting the sort of en masse negative response it got. And predators will circle the prey when it’s looking vulnerable…
Jonathan – thanks for your comment. Sure, the charity will own the moral high ground, but the willingness and ability of the corporate to engage with real people’s concerns should at least mean it gets a fair hearing, rather than the group mugging Nestle received.
This comment was originally posted on pr-media-blog.co.uk
how not 2 use social media. nestle leads the way http://bit.ly/deVOik
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Nestlé’s “no logo” policy triggers Facebook revolt http://ow.ly/1pfyB
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Nestle have made a big mistake, in my eyes, in trying to take on the social media world. As a result of this they have failed…in a big way! The campaign set up by Greenpeace was undoubtedly going to attract some negative press and certainly negativity from members of society however their poor mis-management online has only added flames to the fire. I do agree with Jonathans statment that it is easy for Greenpeace to come across well and the multi-national company to be the bad guy, but maybe that’s because in this situation they are?
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[...] until now) and from there it went viral. Those of you who are interested in social media dynamics, this excellent article will give you more details about this specific facet of the [...]
Is this reason enough to stop buying a product? Nestlé’s “no logo” policy triggers Facebook revolt http://bit.ly/cqs1Gs
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how NOT to do social media from my favourite mega corporate #Nestle (I can’t stand them BTW!) – http://bit.ly/9Df2fy
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[...] Social Media Influence: Social Media News & Intellegence » Nestlé’s “no logo&… [...]
[...] May 20, 2010 Nestle PR series Posted by Menglu in London under Uncategorized | Tags: attacking Nestle; Nestle PR failure; social media, Nestle, Niels Christiansen | Leave a Comment Nestle social media disaster: [...]
[...] http://socialmediainfluence.com/2010/03/19/nestles-no-logo-policy-triggers-facebook-revolt/ [...]
[...] Die Zahl der Facebook-Fans steigt auf über 90′000 – und die Pinnwand ist voll von Links und mehrheitlich gehässigen Texten. Das Social Media Team reagiert gereizt, wenn Fans als Profilbild ein verändertes Nestlé-Logo verwenden. Zum Beispiel «Killer» statt «Kitkat», wie man es auch von der britischen Greenpeace-Seite runterziehen kann. Einmal wird der Nestlé-Administrator auf Facebook zu ruppig, was zu einem erneuten Anschwellen des Protests führt – die Details der Auseinandersetzung auf Social Media Influence. [...]
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