Social media force transparency

Social media force transparency

Social media force transparency

Social media has changed the way companies do business because it allows businesses to establish relationships with customers, leverage social pressure to affect purchasing decisions and target advertising with the wealth of information users provide about themselves.

While these changes can have positive effects on business brand recognition and sales, social media can also have a series of negative consequences for businesses and force transparency.

Social media force transparency

Two of the world’s biggest beer makers, Anheuser-Busch and MillerCoors, where forced to post online what’s inside the bottles of Budweiser and Miller Lite, after pressure from a food blogger.

Vani Hari, known as the “Food Babe”, started an online petition urging Anheuser-Busch and Chicago-based MillerCoors to disclose a full set of ingredients for consumers to see. While food and drinks have strict nutrition labeling standards, beer, wine and pure alcohol are generally not required to list every ingredient.

Within 24 hours the petition received over 43.000 signatures and gained mainstream media exposure. Social media was taken by a storm of concerned citizens asking the beer companies to publish their ingredients online.

The two companies was forced to post the ingredients of some of their most popular brands and promised to be more transparent in the future.

What ingredients are used in your beer?

Beer - Social media force transparency

Both companies said that they are not required to list ingredients, but are doing so voluntarily because customers want it.

It’s pretty amazing that social media can change the policies of a multi-billion dollar company overnight.

Short URL & title:
Social media force transparency — https://www.torbenrick.eu/t/r/pax
Share it:
If you enjoyed this article, please take 5 seconds to share it on your social network. Thanks!

About The Author

Torben Rick

Experienced senior executive, both at a strategic and operational level, with strong track record in developing, driving and managing business improvement, development and change management. International experience from management positions in Denmark, Germany and Switzerland.

Add a comment

*Please complete all fields correctly

Related Post

Brand missteps in the social media spotlight - Destroy brand trust at the speed of light
Posted by Torben Rick | April 13, 2017
Brand missteps in the social media spotlight – Destroy brand trust at the speed of light
Destroy brand trust at the speed of light. When will companies realize that everyone now has a video camera on them, and that they can broadcast live on Facebook and...
Engaging with customers on twitter can lead to shitstorm
Posted by Torben Rick | September 24, 2016
Engaging with customers on twitter can lead to shitstorm – Q&A disaster on Twitter
What do Nestlé, British Gas and JP Morgan have in common The reputation of Nestlé suffered immensely in recent years for various reasons. With the aim to improve their reputation,...
social media impact on business
Posted by Torben Rick | June 27, 2015
Top 20+ social media impact on business
Impact of social media in today's business world The rise of social media has given customers unprecedented access to companies. This can be a double-edged sword: companies are able to...