Knord Social Media Presentation
View more presentations from Louise Sprenger.
fredag den 18. juni 2010
tirsdag den 15. juni 2010
Is social media marketing just a wolf dressed in sheeps clothing?
Several B2B companies are already using social medias as part of their marketing strategy, although some with more success than others.
Nestlé, one of the worlds leading nutrition, health and wellness companies, recently (March 2010 rd.) showed us how not to do it. It all began when Greenpeace on YouTube made the world aware that Nestlé, allegedly, uses palm oil from deforested areas in Indonesia; Nestlé demanded the video removed because it breached copyrights. Bad move Nestlé, this truly brought attention to the cause and within a few hours Nestlé’s fan page on Facebook hit more than 93,500 fans (now there is a total of 104,977 rd.) and the comments on the page was far from positive.
If you think Nestlé took the criticism and used it in a positive way or maybe even pretended to care, then, you thought wrong. The more negative the “fan” comments became, the messier it got, and to top things off, the storm on Facebook quickly continued on to Twitter and made Nestlé top the Twitter trend bar which once again led to even more “fans” on Facebook[i]. It all resulted in this comment from Nestlé; “So, let’s see, we have to be well-mannered all the time but it’s perfectly acceptable to refer to us as everything from idiots right the way down to sons of Satan?”[ii]
According to most experts and advisors on social medias, the answer to Nestlé’s question is a big resounding yes.
We asked Henrik Keller what the most important thing to remember when using social medias is; “The problem with sites such as Facebook is that everything is open – everyone can see what everybody else writes and it quickly spreads so therefore we (Holm Kommunikation advising their customers) always strive for honesty”
Paul Seaman, a Pr specialist with his own blog[iii], also comments on the not so elegant Nestlé question “If Nestlé wants a presence on SM it must rise above the crowd. Having entered the lion’s den and opened up its Facebook page to all comers, Nestlé has to behave in a restrained and corporate-like fashion if it wants to hang on to its reputation”
And as one blogger puts it; “It may be true that there’s no such thing as bad press, but there’s definitely bad social networking — and this is a prime example”[iv]
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