The row started when the Nestlé's moderator wrote: "We welcome your comments, but please don't post using an altered version of any of our logos as your profile pic - they will be deleted."When one commentator protested the attitude was "Big Brotherish", Nestléreiterated its position, telling him "that's a new understanding of intellectual property rights".After he replied that this was not the way to "win friends in the social media space", Nestlé hit back: "Thanks for the lesson in manners. Consider yourself embraced. But it's our page, we set the rules, it was ever thus."Challenged further over its stance, Nestlé replied: "Oh please .. it's like we're censoring everything to allow only positive comments."As more people entered the fray, Nestlé defended its position, going so far as to correct one critic's grammar, telling her: "I think you missed out the 'not' there, Helen."The row has attracted much criticism online of Nestlé's marketing tactics, with many describing it as a "social media fail".
Consider whether your advertising strikes the wrong tone, or seems insensitive in view of the crisis. When Oscar Pistorius was arrested for the shooting of ReenaSteencamp Nike was quick to pull this advertising which used a bullet metaphor.
After making a tasteless story about the Northland council worker who was attacked with bleach, online satirical newspaper offered this masterclass in apologising which gained 874 likes
Digital crises management nz social media forum june 2013
NZ Social Media Forum
1. Stand upright
2. Stick to the playbook
3. Pull ‘tone deaf’ advertising
4. Create relevant content
5. Choose the right platform
6. Make sure you can be found online
7. If you’re going to apologise…
1. Maintain communications
2. Reporting and learning
Managing Director, Social@Ogilvy
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