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 Nestlé. 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?