A short digression: When social media attacks.

You may remember my last post “How Facebook saved the rainforest” and how I talked about Greenpeace partly using social media to start a campaign against Nestlé.
But what about Nestlés point of view? Social media can have such a huge impact on businesses nowadays that these really have to think about how to deal with these kinds of crisis.
The recommendations
I found a blogpost which was dealing with what we can learn from the Nestlé social media failure or what Nestlé can do better towards the attacks. The post from November 16, 2011, states that good preparation in advance, asking for support of true fans, and the use of the social medium to engage socially are the key factors that would have helped Nestlé not to get into such a situation.
Sdmedia wrote a post on November 16,2011, stating that not many organizations are well-equipped to handle social media crises and offering a wide list of what one has to keep in mind when handling such a crisis.
The mistakes
 Not concentrating on how to solve the problems, but rather on what mistakes have already been made while getting involved with social media is what veedubdave talks about in his post from November 2nd, 2011. He mentions mistakes such as not having clear objectives, not setting KPIs, not spending enough time on building relationships,….
The opposition: NGOs are adapting fast
As you can see, the challenges businesses can be confronted with via social media are a very recent topic. The posts mentioned above deal with Nestlés side, but as the Toronto Globalist discusses in his post from October 31, 2011, social networking is generally changing NGOs and as you could tell from my last blog post, especially Greenpeace is relying increasingly on using social media to mobilize its supporters.
As for the future, there’s much to expect from Greenpeace in the social technology area. With this rapidly evolving technology, it seems that organizations such as Greenpeace will continue to use social technology to create change.
(The Toronto Globalist)
The plan
As organizations like Greenpeace will more and more rely on social media to achieve their goals, companies like Nestlé will probably have to change and increasingly invest time and money in their public relation crisis plans.
The author of this post from October 27, 2011, suggests a few things that should be part of every company’s public relation crisis plan, that does not want to end up like Nestlé in the Greenpeace campaign.
Leave a comment


  1. Great moves you are making in comparing these different writers! I love this survey format, it begins to do some excellent things! Even better for me would be to be able to imagine a human face on it, including telling me who is saying what and putting the link behind (and to emphasize) their names, and then maybe some informative, compelling images. And then, instead of simply using them your sources as empty vehicles to convey “the facts”, what if you described how each was developing a powerful insight, but different, and so helping me put these sources into perspective? Keep up the good work?

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