Category Archives: Nestle

Nestle’s Quick Facebook Debacle

Undoubtedly, much has been and will be written about Nestle’s very public social media gaffe. And that’s how it should be. They screwed up with a spectacular flash of idiocy that would make John Edwards blush. Most of what I’ve seen so far centers on the specifics of what they did wrong. It was a lot of things, and they were very wrong. However, in an attempt to be constructive, I’d like to suggest some guidelines that could have saved them from the heat they are taking now. Here are five rules I believe they (and every company that participates in social media) should follow:

1. Don’t delete comments unless absolutely necessary. Comments have a near sacred place in social media. Editing or deleting them is serious business and should be done only as a last resort. Specific threats or abusive or especially profane language can be good reasons to delete a comment. And even then, many of those are judgment calls. Otherwise, let the community communicate in the space. Policing people who are changing your logo for their profile picture is a lose-lose proposition, as Nestle’s Facebook experience has shown us. Even if you could win a legal battle over copyright infringement, you’ll never take all these people to court; and you end up looking like a bully. Pick your battles. And be sure they are worth fighting in the first place. Continue reading

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Filed under Branding, Facebook, Intellectual property, Nestle, Social media & branding