Hugh MacLeod once said
that the social media enabled people to have a smarter and faster conversation than most companies. I'm willing to bet that the Nestlé Kerfuffle
is just what he had in mind.
Please take the time to watch the presentation (here
at the brilliant Prezi
). It shows the first four days of the online PR battle between Nestle and Greenpeace over rain forests, palm oil and Nestlé's Kit Kat.
The short version is that Greenpeace UK started a campaign that included posting a video on YouTube arguing that Nestlé buys palm oil from companies that destroy rainforests. Nestlé got YouTube to take down the video, and thus began Nestlé's descent into a PR battle that went belly-up from Day 1. Required viewing for anybody thinking of how to engage stakeholders (a kind of "how not to to it"). Well worth your time...