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NESTLE CASE STUDY |
Nestle has had a very serious social media meltdown over the last 8 weeks. Their Facebook page and YouTube videos have been under relentless pressure from Greenpeace and likeminded individuals over their policies of buying palm oil. Greenpeace accuses Nestle of supporting deforestation and threatening the Orangutan monkeys with extinction.
Greenpeace created a video whichlikened eating a Kit Kat bar to killing an Orangutan. That video was placed on YouTube and has received over a quarter of million views to date.
First Mistake: Nestle moved to have the video removed,which angered the Greenpeace members. Nestle claimed the video violated their trademark. Which is most likely true, however the removal angered Greenpeace so much that they organized their members tostart making comments on the Nestle Facebook page.

Second Mistake: Nestle then moved to protect their Facebook page by removing critical comments and removing comments where the user had changedtheir profile picture to one of the altered Nestle Logo. (The image above was the most popular.) This move by Nestle angered Greenpeace more and caused a movement of their supporters to flock to theNestle page and post more and more negative comments and more images of the altered logo.
Third Mistake: Continuing to do something and expecting the results to change. Nestle continued to removecomments with the altered logo from their Facebook until about March 19th. At which time Nestle proudly announced their intention to use only sustainable Palm Oil by…(wait for it) 2015! Just 5 short yearsfrom now.
Fourth Mistake: Obviously this thorn in Nestlé’s side was growing into a festering wound. It must have been a major topic of conversation at many high level meetings. However the sweet giantkept all of their deliberations quiet, none of the “we’re considering our options” talk would leak out of the chocolate halls. This lack of transparency and apparent unconcern was translated into...