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Nestlé, maker of Kit Kat, was using palm oil from companies that where trashing Indonesian rainforests, threatening the livelihoods of local people and pushing orang-utans towards extinction.

Greenpeace prepared a frontal assault with prepared assets such as off-brand logos, detrimental videos, and called for their Twitter followers to attack Nestle’s Facebook page.

Proof of the power of online communities: Today the Swiss company is working with TFT (The Forest Trust), a non-profit organization, to probe the firm’s palm oil suppliers:

José Lopez, Executive Vice President Nestlé S.A, today announced in Malaysia Nestlé’s partnership with TFT (The Forest Trust), reaffirming Nestlé’s commitment to ending the deforestation of rainforests.

TFT, a global non-profit organization, will help Nestlé to build responsible supply chains by identifying and addressing embedded social and environmental issues. Nestlé is the first global consumer goods company to become a TFT member.

The partnership starts with palm oil, and Nestlé is studying its supply chains to determine a similarly ambitious target for the pulp and paper it uses. Together with TFT, Nestlé has defined the Responsible Sourcing Guidelines, a set of critical requirements to guide the Nestlé procurement process and to ensure compliance with the Nestlé Supplier Code.

Greenpeace accredits its success to a widespread social media campaign that included a YouTube video with over 1.5 million views, Facebook comments on Nestlé’s fan page, tweets sent through a fake Wi-Fi network that sent shareholders straight to the campaign, and a comprehensive Web site.

For an organisation that has limited resources but depends so heavily on spreading its message, Greenpeace is leveraging social media to its great advantage.

Short URL & Title:
Prepare for social media attacks — http://www.torbenrick.eu/t/r/twc