One mistake is all it takes for social media to turn against your brand
For all the praise that brand advertisers have for social media, they must be aware that it’s very much a double-edged sword. And for all the free marketing, advertising and brand promotion via Facebook, Twitter and other platforms used to help build an identity and relationship with your customers, it can just as quickly turn on you and your brand.
Social media attacks occur for a number of reasons, the first being that your company probably messed up. It may not have been intentional, but something, somewhere down the line, went wrong enough for someone to complain and it was enough for others to vocalize that complaint en masse.
One mistake is all it takes for social media to turn against your brand:
Leveraging social media to its great advantage – Greenpeace launched this campaign, when volunteers began putting posters up around BNP branches and stickers on its ATM machines asking the public: “Do you know what your bank does with your money?”. Greenpeace also launched the “Unfriend Coal” targeting Facebook
Prepare for social media attacks – Nestlé, maker of Kit Kat, was attacked by Greenpeace for using palm oil from companies that where trashing Indonesian rainforests, threatening the livelihoods of local people and pushing orang-utans towards extinction