Nestle’s huge fail

Posted: March 23, 2010 in Marketing

Long time no see, but that was something really worth blogging about and I also had the time to do so!

Last Friday, Nestle decided to defend their copyrights and especially their logo on their facebook fan page. But starting deleting comments from users that use an altered version of the logo is not considered a good strategy. You destroy user generated content, content that people spent time, thought and passion to write about. Even worse, Nestle went a step further and even deleted comments from people who have not used an altered logo.

Of course, in a Web 2.0 world, reaction was immediate. Nestle’s fan page was bombarded and there’s at least one tweet every minute about Nestle’s fail on Twitter. The response on behalf of Nestle in the beginning was really bad, supporting that “this is our page, we set the rules, it was ever thus”. Later attempts to apologize were in vain – once you lose the heart and mind of people in social media, it is to hard to regain it, since loyalty is a really hard objective in the Web 2.0 world.

And again, this conversation leads back to the always important question: have companies really understood what Web 2.0 is? And if it is so, why do they still treat it in this way?


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