Nestle blog-storm a case-study in social networking dos and don’ts

When a company decides to have an official presence on Facebook, or other online social media network, they open themselves up to two huge opportunities:

• They can connect and communicate with potential and existing clients and customers keen to engage in a dialogue with that company and build trust in the process.

• They also run the risk of getting offside with ‘fans’, friends’ and ‘followers’ big-time if they fail to understand the ‘rules of engagement’ and try and use what are perceived as ‘big-brother’ tactics in the process.

The fall-out that’s occurred, which is neatly summarised in Bernard Warner’s blog post at SocialMediaToday.com, demonstrates how the internet can become a bitter battlefield where wars are won or lost based not on words, but on behaviour.

No matter how much a company or organisation may want to control their image and reputation online, it’s almost impossible to do – especially via Social Networking sites such as Facebook.

Attacking its commentators is unlikely to have endeared Nestle to the 90,000 or so ‘friends’ it has (had?) on Facebook as Rick Broida points out at bnet.com.

I’d hazard a guess it would have earned more respect, and perhaps even enhanced its reputation, if it had responded in a way that said ‘we hear you, we welcome your feedback, and we’re actually quite pleased you’re taking the time to let us know how you feel’.

Nestle could have been really brave instead and perhaps even gone on the front-foot in terms of noting they are reviewing their use of palm-oil etc (if they are) which may have earned them not only more respect but more fans.

Critically, the entire Nestle name has taken a hit as a result of the response of a very small number of Nestle staff – perhaps even just one person.

Demonstrating integrity in a transparent way is as important on the internet, if not more so, than off it.

Enhance your reputation via social media networks by:

• Having a conversation as part of a two-way, give and take, process. Avoid dominating a discussion or trying to shut-down, or control, discussion and debate you don’t want to hear. Taking a heavy-handed approach will only add fuel to the fire.
• Responding quickly and let commentators know you’ve registered their comments or concerns. Be open about when you may be able to respond more fully and what you’re doing as a result of their comments.
• Avoiding getting into an online slanging-match and metaphorically ‘thumbing your nose’ at your  ‘fans’ by trying to control who can say.  No-one likes ‘we-know-best finger-wagging’ behaviour online or off.
• Being friendly and respectful. For every person who leaves a comment on your page there are probably hundreds of others quietly watching, and judging your response, from the sidelines.
• Developing and using, policies and protocols around online interaction that are likely to maintain or enhance your reputation, rather than damage it.

In general, around 96% of us won’t tell a company we’re unhappy with them, but we will tell 11 other people, who each tell 5 or so more.

Social networking has turned ‘word of mouth’ into ‘word of mouse’. Used wisely, they are a great way of engaging with people with an interest in you and your products and services. Used unwisely they can seriously damage your reputation. Tread with care.