Back in March, Greenpeace and Nestle had a little disagreement over Kit Kat bars, palm oil, and orangutans. The anti-Nestle campaign spilled onto Nestle’s Facebook page, overwhelming the company’s Social Media team. The incident prompted two posts – one outlining the crisis itself, and the other (this one) listing ways to deal with coordinated attacks on your brand via Social Media channels, particularly Facebook. In case you missed it, here it is again:
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Today, we’re going to look at ways that this Social Media management disaster (and PR black eye) could have been handled by Nestle, had their Social Media team (internal or outsourced) been prepared for that kind of crisis. We already covered some of the major points of how to avoid this yesterday (hiring professionals to manage your Social Media outlets, planning for crises, training in crisis management and real-time PR, etc.), so – for the purposes of today’s post – let’s assume that Part 1?s advice was taken to heart and that trained, experienced professionals are now in charge of all of the company’s Social Media properties, including Facebook.