Nestle

Food giant Nestle, already under pressure from environmentalists, became the subject of a Facebook- and Twitter-based “twitstorm” when the operators of the corporation’s Facebook page took a hostile approach to critics.

Environmental activist group Greenpeace has long been putting the pressure on Nestle to stop using palm oil, the production of which has been documented as a source of deforestation, greenhouse gas emissions, and endangered species loss. A provocative new Web video campaign on behalf of Greenpeace’s U.K. arm targeted the food manufacturer as a threat to the livelihoods of orangutans, and according to Greenpeace, Nestle lobbied to have the video removed from YouTube, citing a copyright complaint. Cue plenty of free press for Greenpeace.

Greenpeace supporters – whom the activist group had encouraged to change their Facebook profile photos to anti-Nestle slogans that often incorporated one or more of the company’s food logos – started posting to the Nestle fan page en masse. Nestle countered with a mild threat: “To repeat: 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.” A Nestle rep diving into the comments of the thread with responses like “Oh please…it’s like we’re censoring everything to allow only positive comments” didn’t calm things down.

Reactions on the page ranged from “Hey PR moron. Thanks you are doing a far better job than we could ever achieve in destroying your brand,” to “It’s not OK for people to use altered versions of your logos, but it’s OK for you to alter the face of Indonesian rainforests? Wow!” to a gentler “I like some Nestle products so I qualify as a ‘fan.’ I would like Nestle to make them even better by removing palm oil. I would like to enjoy my Kit-Kats without feeling responsible for rainforest destruction and orangutan deaths.”

Intel

They wanted Intel to pledge its support for a congressional bill that would restrict the import of “conflict minerals” that contribute to fighting in the war-torn country.

Supporters of the bill dominated the discussion on Intel’s Facebook page, with dozens of critical comments – many of them identical.

It was all part of a grassroots campaign using Facebook in a new way to get support for the bipartisan Conflict Minerals Trade Act that is making its way through Congress.

Intel shut off discussion on its Facebook page and told its audience:

Closing comments set off howls of protest and Intel had to apologize:

Putting aside all judgment on who’s right and who’s wrong in these situations, we are seeing the dark side of the Facebook fan page. Any company that maintains a Facebook page should learn from Nestle’s and Intel’s mistake.

Short URL & Title:
How not to handle a social crisis — http://www.torbenrick.eu/t/r/ghm

Through the Facebook page a flash mob was arranged at the BP station on Houston and Lafayette in New York City.

The Facebook page outlined all the details for the protest:

• The event is from 6:00 – 6:15- don’t be early, don’t be late – this is the MOST IMPORTANT THING
• Bring black water (easiest way is to mix all different food coloring dyes together)
• We do not have a permit for this protest. However, it is not unlawful. If we stay on the sidewalk, not destroying anything, remain peaceful, and leave the when the police tell us to.
• There will lawyers present make sure the police don’t break the law.
• Spectators must not gather around the station till the event actually starts at 6. Please do not show up early or late

A multi-generational crowd of approximately 200 people attended the flash mob. Some dripped with fake oil made of chocolate and water-based paint, while others wore pictures of fish on their heads.

Protesters waved signs “Clean up, don’t cover up” and chanted “BP your heart is black, you can have your oil back.”

The original plan was for protesters to walk into the gas station at 6 p.m. and start pouring oil on themselves. But the police put a barricade around the station, making it impossible for them to enter.

Make sure to read:

• Facebook used as online movement against companies
• Twitter used for social media attack

Short URL & Title:
Facebook used to arrange flash mob — http://www.torbenrick.eu/t/r/mar

If you mess up, your family might forgive you but the web world will not – they will hold you accountable. While some companies are looking to social media as a way to clean up and promote their image, the online audience has a tendency to sniff out the good from the bad and put emphasis on the evil.

Well in the wake of the oil spill disaster in the Gulf of Mexico, a boycott movement against BP is now hovering around 400 thousand fans (Update: 06.06.2010) on the Facebook group “Boycott BP“.

Commenter’s on this page are urging everyone to stop buying from BP, and posting articles implicating BP in other disasters around the world. Even reporters are flocking to Boycott BP, looking for sources to voice their concerns in print or on camera.

There are approximately a dozen albums of user-generated photos, showing everything from a pelican soaked in oil to images of a BP rig sitting on Planet Earth with a bloody sword.

And on Twitter BP is facing problems with @BPGlobalPR (BP Public Relations) – a joke account with more than 128 thousand followers (Update: 06.06.2010)

Lately we have seen other big brands being attacked on social media:

• Intel was attacked by activists opposed to minerals mining in the Congo inundated Intel’s Facebook page
• Nestlé, maker of Kit Kat, was attacked for using palm oil from companies that where trashing Indonesian rainforests

Short URL & Title:
Facebook used as online movement against companies — http://www.torbenrick.eu/t/r/kcd

Lately we have seen big brand being attacked on social media:

• Intel was attacked by activists opposed to minerals mining in the Congo inundated Intel’s Facebook page
• Nestlé, maker of Kit Kat, was attacked for using palm oil from companies that where trashing Indonesian rainforests

Well in the wake of the oil spill disaster in the Gulf of Mexico, now it’s BP’s turn. I’d like you to meet @BPGlobalPR (BP Public Relations) on Twitter. Although I have to say, it’s pretty clear that this account is a parody.

Consider this:

24 May – Negative people view the ocean as half empty of oil. We are dedicated to making it half full. Stay positive America!

24 May – We are starting a movement to fix the oil leak. Just mail your garbage to New Orleans and we’ll take it from there. The bigger the better!

21 May – Not only are we dropping a top hat on the oil spill, we’re going to throw in a cane and monocle as well. Keeping it classy.

19 May - We regretfully admit that something has happened off of the Gulf Coast. More to come.

19 May – Think about it this way, the ocean is like rootbeer and oil is like ice cream. We just made America a giant rootbeer float!

19 May – If we can make it so the ocean can be set on fire, doesn’t that make us like the David Copperfield of oil?

As of this morning, the joke account has almost 7.100 followers (Update: 81.000 – 29 May 2010) and is being retweeted by dozens of people across Twitter.

Is the BPGlobalPR Twitter feed harming BP’s reputation? Probably not. It’s obviously a joke, and the only thing that can salvage BP’s reputation at this point is for the company to plug the leak, clean up the mess and pay for everything without a fight.

Does the fake feed detract from the real one? Probably not. BP_America mainly attracts journalists, politicians and tourism organizations.

Could BP have prevented the fake feed? Nope. There’s no way a company can be expected to acquire every conceivable Twitter handle permutation of its name to prevent pranksters from making fun of it.

Make sure to read:

• Better have a social media risk management plan
• Social media and the oil spill disaster

Short URL & Title:
Twitter used for social media attack — http://www.torbenrick.eu/t/r/oay