It seems that Nestle haven’t quite got the hang of this Social Media malarkey. Their facebook fan page has been hit by a lot of people not happy about Nestle’s use of palm oil and the link to rainforest destruction.
But Nestle’s problems really started when the Nestle facebook moderator responded to facebookers who had changed their profile pics to altered version of Nestle logos (‘KitKat’ becoming ‘killer for example):
A quick google search throws up 200 neagative news stories since Nestle wrote the first comment above. The moral of this story is – in social media brands don’t set the rules, users do. And you’d better be blumin sure that your moderators are on-brand, in-tune and on-message.