Speaking like a human isn’t quite enough
So, Nestle made a Facebook page. Commenters angry at Nestle’s time-honored disregard for the planet, exploited labor, and nursing mothers (and I’m sure I’m leaving some groups out) made their ire manifest on the page. Nestle took it like a Modern Multinational until some commenters used hacked versions of the Nestle logo as their profile photo. A Nestle person stepped in, went back and forth, used sarcasm, and whipped up a firestorm of Social Media scorn.
Andrew Leonard has a terrific post about the whole brouhaha, pointing out that the Nestle person is being attacked for speaking like a human being, letting his/her exasperation show. And I agree with Andrew that the Nestle person showed admirable non-corporate-speak humanness. Refreshing. Well done, Nestle. (Seriously.)
That’s Step One for Nestle. Unfortunately for Nestle, there’s a Step Two: Don’t be dicks. Then there’s Step Three: Stop your blithe laying waste to human values. And here’s a big hint: Do Step Three first and you won’t have such problems with those other Steps.
Categories: cluetrain, marketing, social media dw
I love this exchange:
Paul Griffin: Not sure you’re going to win friends in the social media space with this sort of dogmatic approach. I understand that you’re on your back-foot due to various issues not excluding Palm Oil but Social Media is about embracing your market, engaging and having a conversation rather than preaching! Read http://www.cluetrain.com and rethink!
Nestle: Thanks for the lesson in manners. Consider yourself embraced. But it’s our page, we set the rules, it was ever thus.
[For the rest, I won't let my own exasperation show (much)]
Me, too. I particularly like the Nestle person’s reply. I like the sass, and I agree with the point that we set the rules for our own pages. IMO, Nestle’s setting a dumb rule; see Step Two. Still, I do like the way the Nestle person pushes back.
When I follow your Facebook link, I get “Page not found”
For that Facebook link, try this
[...] Latest Censorship Targets: Facebook And Game Review Sites (inquisitr.com)Speaking like a human isn’t quite enough (hyperorg.com)So a Big Four is set to fail? (accmanpro.com)GD Star Ratingloading…GD Star [...]
[...] Speaking like a human isn’t quite enough (hyperorg.com) [...]
Joho the Blog » Speaking like a human isn’t quite enough…
Joho the Blog » Speaking like a human isn’t quite enough…
[...] Speaking like a human isn’t quite enough (hyperorg.com) [...]
The only surprising thing is that griefers don’t hit more corporate Facebook pages. Every large company has disgruntled customers and has caused some kind harm to the world. All it takes is one with some free time.
It’s a shame that we only start caring about species once they are already on an unstoppable track to extinction.
[...] Speaking like a human isn’t quite enough (hyperorg.com) [...]
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