Comments on: NestlĂ© Facebook Crisis: A Different Perspective http://intra.rfistudios.com/blogs/right-brain/2010/03/nestle%e2%80%99s-facebook-crisis-a-different-perspective.html Wed, 08 Feb 2012 01:05:09 +0000 hourly 1 http://wordpress.org/?v=3.0 By: Abby Malik http://intra.rfistudios.com/blogs/right-brain/2010/03/nestle%e2%80%99s-facebook-crisis-a-different-perspective.html/comment-page-1#comment-200 Abby Malik Fri, 26 Mar 2010 15:40:36 +0000 http://www.rfistudios.com/blogs/right-brain/?p=191#comment-200 Thanks for the post Priyanka! I think you're right, social media is so effective because it's a platform meant to allow dialogue, rather than a one-way conversation from an organization to stakeholders and the media, most of which consists of hyper-controlled, jargon-filled information. I'm a publicist, so this isn't a negative comment, just an observation! Ruth, I think you've hit the real issue when you say that the problem stems from the way in which Nestle handled the situation, not the situation itself. I do media relations for a college. A few days ago on Twitter, an apparently disgruntled alum Tweeted some attacking comments regarding our sustainability efforts and our advertising. Long story short, she was pissed and was making it public. We answered her questions, thanked her for her suggestions/concerns and told her we valued her contributions as an alum. We invited more feedback from her. We didn't get angry publicly (though you should have heard the talks among my colleagues); we gave her the information she requested, but nothing more. Also, we never even considered deleting her comments. That's a very dangerous road to travel. We also gave her a real name and e-mail address she could use if she was serious about having a discussion. We pulled back the curtain, so to speak, and revealed a human, not just a social media entity. The customer is always right, up to a point. But, that point is always miles away in most situations. And Nestle jumped the gun on turning angry and combative. Thanks for the post Priyanka! I think you’re right, social media is so effective because it’s a platform meant to allow dialogue, rather than a one-way conversation from an organization to stakeholders and the media, most of which consists of hyper-controlled, jargon-filled information. I’m a publicist, so this isn’t a negative comment, just an observation!

Ruth, I think you’ve hit the real issue when you say that the problem stems from the way in which Nestle handled the situation, not the situation itself.

I do media relations for a college. A few days ago on Twitter, an apparently disgruntled alum Tweeted some attacking comments regarding our sustainability efforts and our advertising. Long story short, she was pissed and was making it public.

We answered her questions, thanked her for her suggestions/concerns and told her we valued her contributions as an alum. We invited more feedback from her.

We didn’t get angry publicly (though you should have heard the talks among my colleagues); we gave her the information she requested, but nothing more. Also, we never even considered deleting her comments. That’s a very dangerous road to travel.

We also gave her a real name and e-mail address she could use if she was serious about having a discussion. We pulled back the curtain, so to speak, and revealed a human, not just a social media entity.

The customer is always right, up to a point. But, that point is always miles away in most situations. And Nestle jumped the gun on turning angry and combative.

]]> By: Priyanka Mathew http://intra.rfistudios.com/blogs/right-brain/2010/03/nestle%e2%80%99s-facebook-crisis-a-different-perspective.html/comment-page-1#comment-198 Priyanka Mathew Tue, 23 Mar 2010 17:41:41 +0000 http://www.rfistudios.com/blogs/right-brain/?p=191#comment-198 Well, I think it would have been a bad idea to stick to a bad idea (that is, deleting comments made by people with the anti-nestle logo). The Nestle rep even said at one point, "We're learning as we go." I think if he was honest and polite, this wouldn't have turned so sour. Well, I think it would have been a bad idea to stick to a bad idea (that is, deleting comments made by people with the anti-nestle logo). The Nestle rep even said at one point, “We’re learning as we go.” I think if he was honest and polite, this wouldn’t have turned so sour.

]]> By: Yan Shikhvarger http://intra.rfistudios.com/blogs/right-brain/2010/03/nestle%e2%80%99s-facebook-crisis-a-different-perspective.html/comment-page-1#comment-197 Yan Shikhvarger Tue, 23 Mar 2010 17:25:21 +0000 http://www.rfistudios.com/blogs/right-brain/?p=191#comment-197 Nestle fought a battle that they could not have possibly won. Numerically their opponents will generate more buzz every time. They had to stick to their message and do it consistently. That did not happen. Nestle fought a battle that they could not have possibly won. Numerically their opponents will generate more buzz every time. They had to stick to their message and do it consistently. That did not happen.

]]> By: Priyanka Mathew http://intra.rfistudios.com/blogs/right-brain/2010/03/nestle%e2%80%99s-facebook-crisis-a-different-perspective.html/comment-page-1#comment-196 Priyanka Mathew Tue, 23 Mar 2010 16:29:00 +0000 http://www.rfistudios.com/blogs/right-brain/?p=191#comment-196 Sadly, yes, that's true. And that's what I think is deteriorating social media. But I do agree with your take-aways, Tyler! Sadly, yes, that’s true. And that’s what I think is deteriorating social media. But I do agree with your take-aways, Tyler!

]]> By: Tyler Pennock http://intra.rfistudios.com/blogs/right-brain/2010/03/nestle%e2%80%99s-facebook-crisis-a-different-perspective.html/comment-page-1#comment-195 Tyler Pennock Tue, 23 Mar 2010 16:27:19 +0000 http://www.rfistudios.com/blogs/right-brain/?p=191#comment-195 I think there's an added level of complication - and it's called lawyers. From a legal perspective, the FB Wall moderator may be unable to really address the accusations directly. Sending users to a legally-reviewed and approved article or webpage may be as far as the moderator can go in addressing the issue. But I think the main lessons learned here are A. be careful about telling customers that they CAN'T do something (because they'll start doing it twice as much), and B. treat everyone with respect - even when they're not returning that same level of respect. I think there’s an added level of complication – and it’s called lawyers. From a legal perspective, the FB Wall moderator may be unable to really address the accusations directly. Sending users to a legally-reviewed and approved article or webpage may be as far as the moderator can go in addressing the issue. But I think the main lessons learned here are A. be careful about telling customers that they CAN’T do something (because they’ll start doing it twice as much), and B. treat everyone with respect – even when they’re not returning that same level of respect.

]]> By: Andy http://intra.rfistudios.com/blogs/right-brain/2010/03/nestle%e2%80%99s-facebook-crisis-a-different-perspective.html/comment-page-1#comment-194 Andy Tue, 23 Mar 2010 16:19:43 +0000 http://www.rfistudios.com/blogs/right-brain/?p=191#comment-194 I'll give a +1 for being contrarian WITH substance and insight. i'm not sure i agree, but i appreciate the discourse. I’ll give a +1 for being contrarian WITH substance and insight. i’m not sure i agree, but i appreciate the discourse.

]]> By: Ruth http://intra.rfistudios.com/blogs/right-brain/2010/03/nestle%e2%80%99s-facebook-crisis-a-different-perspective.html/comment-page-1#comment-193 Ruth Tue, 23 Mar 2010 16:02:48 +0000 http://www.rfistudios.com/blogs/right-brain/?p=191#comment-193 I definitely agree that I'd rather have a genuine interaction with a company's rep about an issue that mattered to me than be handed a canned statement. To me, though, the problem with Nestle's responses is that they were rude to the very people who were trying to have those genuine interactions about issues that mattered to them. I've had two jobs in my life in which I've been the front line of customer service (a ticket salesperson at a theater box office and a receptionist at a hair salon), and in both cases, rule number one is that if the customer gets angry, you do not get angry back. Even if they're straight-out abusing you, even if you think they're being completely insane, you say "I'm sorry you're having this problem. Let me offer you some possible solutions." I think there's a difference between offering canned statements and staying cool in the face of customer dissatisfaction. I definitely agree that I’d rather have a genuine interaction with a company’s rep about an issue that mattered to me than be handed a canned statement. To me, though, the problem with Nestle’s responses is that they were rude to the very people who were trying to have those genuine interactions about issues that mattered to them. I’ve had two jobs in my life in which I’ve been the front line of customer service (a ticket salesperson at a theater box office and a receptionist at a hair salon), and in both cases, rule number one is that if the customer gets angry, you do not get angry back. Even if they’re straight-out abusing you, even if you think they’re being completely insane, you say “I’m sorry you’re having this problem. Let me offer you some possible solutions.” I think there’s a difference between offering canned statements and staying cool in the face of customer dissatisfaction.

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