Friday, March 19, 2010

Have a break, have a social media disaster

Oh dear, oh dear. Nestle have put an enormous, chocolate-covered foot in it. They've discovered Facebook, but not how to use it. Here's a message that greeted visitors to their Facebook fan page:

“This page is for fans of NestlĂ©. Linkspamming, abuse etc will be removed, and repeat offenders will be excluded. Posts that have been recently removed have either been abusive or been linkspamming (or both).”

Well that seems clear, if not exactly in the spirit of social media. But it got worse. Whoever runs the page has now started bleating about the way in which visitors are using the Nestle logo. They are also offering advice on spelling and grammar.

Here's what the administrator said "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.”

So far, so disastrous. There are now over 90,000 "fans", many of them posting comments very critical of Nestle. Personally, I'd like to thank whoever runs the Nestle fan page for a social media strategy that is so wrong, it makes a great case study.

Why not go and see it yourself?


Ruth Seeley said...

Oh, that's my laugh of the morning looked after then. Love the comments in the thread from PR/social media folks offering to look after the Nestle brand after their current firm gets fired.

The whole tone of the page is just off, like soured milk - very punative, dictatorial and hierarchical.

Anonymous said...

Nestle certainly are having a bad day over this little social media shambles, but what about their PR gurus?

The likes of JWT, Ogilvy and Mather, Publicis Group and Nielsen Buzzmetrics have all happily worked on the Nestle account in the face of mounting evidence that the company has no interest in a sustainable business model.

It's about time that they were asked to jusify themselves in my view.

Ruth Seeley said...

And punitive too - I thought it looked funny the way I spelled it first time around.

I wonder though - 90,000 fans on their Facebook group - are people hanging around because they like the company and its products, or are they rubber necking in anticipation of the trainwreck. When I took a closer look at the other pages, there was absolutely no user-generated content. So how'd they get so many fans - was there a free chocolate bar if you join our Facebook group coupon in their wrappers for a while?