Nestle haven’t had a good day today. They launched a Facebook page in an attempt to break into the social media sphere. They must be badly advised, because they assumed that a Facebook page was something you could control like a walled garden. Unfortunately, it’s not really gone their way.
One of the risks of a social media intervention is that you cannot control or account for people’s fickle behaviour. Nestle has had a checkered history in PR and must employ an army of PR professionals globally. So today’s fiasco smacks of sheer amateurism when there are plenty of professionals who could have forecast in advance the outcomes of this little venture.
Attempting to control the conversation is futile. Facebook, despite being behind a wall, is still very much an open game for consumers. A Fan Page is designed to attract everyone, but Nestle’s fatal mistake was for them to build it themselves rather than have it built by evangelists. And Nestle is a not a fan brand, unlike Coca Cola which, despite its bad press around the world, has a significant fan base. Coca Cola is a lifestyle choice. Nestle is a corporation and I doubt whether it has many fans (although KitKats and Smarties do have fans) beyond its institutional shareholders. Unlike Coke which has nearly 5 million fans on Facebook.
Thanks to @MichelleDigital I was reminded that the Coke Page was set up by actual fans who latterly received money for the page to become more “pro”. Coke’s happy to leave it as a grassroots outfit – for now – and it seems to only garner fanboyisms.
Nestle’s visible bullyboy tactics by the Page admins (click on the thumbnails for more details) served only to inflame the already incensed palm oil campaigners. Aggressive and control-freaky, this wasn’t how PR professionals are supposed to operate. There was a lot of moderating and cutting of posts along with expelling members of the group and a lot of aggressive, almost flame-trolling language. It’s poor, it’s anti-social media and it’s unprofessional. I suspect a serious bollocking will occur somewhere in the higher echelons of the Nestle Corporation.
Lesson of the day? Don’t think you can control the conversation. Don’t abuse people in the conversation. Get your fanboys to drive your brand in Facebook not your PR person.