Dealing With Negative Comments and Publicity Online

[Note: This post is recycled and updated from Michelle's early days of blogging for New England Multimedia at Q Web Consulting.]

Greenpeace vs. Nestle: A Social Media War

What will you do if someone launches a social media grenade at your brand?

Social Media is a relatively new platform for marketers, and the rules of engagement are being set in stone even as you read this post. Many of us are learning as we go, tweaking and experimenting to see what works best for building relationships that convert to whatever our goals are. We’re finding that those with excellent offline relationship and communications skills have a marked advantage. Likewise, those who have problems dealing with conflict and negativity offline, who take criticism personally and respond in anger and frustration when challenged, will find that in the world of social media, bridges are burned publicly and a negative attitude about a brand can spread like a virus.

Witness the public spectacle that developed as Greenpeace supporters became Facebook fans of Nestle in order to flood Nestle’s wall with hateful comments. Nestle’s Community Manager’s attitude toward the first wave of attackers inflamed a whole army of haters who descended on Nestle’s Facebook Page like a swarm of killer bees while the rest of us watched to see how Nestle would respond.

If you’re new to the Nestle-Greenpeace brouhaha, read this blog post detailing the timeline of events, which started March 16, 2010.

There are companies who become fearful of taking their business online through social media after seeing PR nightmares like the recent one Nestle suffered. But since the marketplace, your competitors, and your market have moved online, to refuse to tap into the marketing potential of social media is akin to being afraid to drive a car because you might get into an accident. Yes, there are risks, but if you’re alert and aware of the potential dangers, you can greatly reduce those risks and enjoy considerable rewards. Having a game plan in place for difficult social media situations is like having an up-to-date AAA membership, a good spare tire and a fully-charged cell phone.

We started a discussion about Social Media Wars on New England Multimedia’s Facebook Page and got great feedback from a member of Greenpeace who supported the attack, but didn’t take part. We also heard from the Community Manager for the Rhode Island Blood Center, as well as a social media marketer for a brand whose Facebook Page fans number in the tens of thousands, a blogger, and a consumer.

Some questions we’ve asked, and want to hear your thoughts on:

1) What would you recommend Nestle have done in response?
2) What steps do you think should be taken before this happens to a brand?
3) Do you think it’s better to ignore negative comments or go on the offensive?

If you’re on Facebook, feel free to cross-post your comments between the Social Media Wars Discussion there and the comment section here.

Note: Because I want your comment to stand, please read our simple comment policy before replying! Thank-you!

Michelle handles all Social Media for New England Multimedia, an internet marketing team specializing in web design, True HD Video production and Wordpress blogging/social media consultation. You can contact her by email, on our Facebook, through LinkedIn, or on our Twitter profile.