Hi everyone, welcome back to my blog!
This week i will talk about legal risk surrounding a company when they dealt with social media.
I am pretty sure that all of us know Nestle, a giant multi-national confectionary company that probably has been around for our whole life. This will be the company we will focus into.
I will start by giving a brief explanation of what nestle did (Most of you will know already)
Nestle is the largest food and beverages in the world if you measure it by their profit. Their products line up starts from baby food, cereals, ice creams, snacks, and even pet food. Needless to say their annual sales are over 1 billion dollar and they have hundreds of factory and employs hundreds of thousand employees. Furthermore, they are also the largest shareholder for L’Oreal, the world’s largest cosmetics company. For more info refer to this link.
You might be thinking how can this strong company faces legal risk? Aren’t they just too powerful? Well, its not the case this time.
This is how the story starts
Around mid-March in 2010, Nestle is having a battle with Greenpeace. Greenpeace is having a campaign against Nestle using palm oil that literally destroys Indonesian rain forest and ultimately killing orang utan (subspecies of monkey).
Greenpeace’s turnover point starts when they post a video at Youtube, imitating a kit-kat “have a break” catchphrase. What’s so special about this video is, instead of finding the usual kit-kat chocolate, an orang utan’s finger is found inside the wrapping. And yes, the person eat it and the office screams in horror. You might want to see this ad so i put it under here.
Of course Nestle immidiately asked youtube to take it down and issue a news release
replaced the Indonesian company Sinar Mas as a supplier of palm oil with another supplier for further shipments,” and insisted that no palm oil from Sinar Mas had been used outside Indonesia. However, the company admitted that it could not guarantee that Sinar Mas palm oil wasn’t finding its way into the shipments of other suppliers it used.
Of course, Greenpeace is not satisfied so they starts hijacking Nestle Facebook page (talk about tough competitor). They take Kitkat original logo and change it into something else. Into something like this:
Long story short, Nestle is not satisfied with it and starts to delete comments on their own and say things like:
Thanks for the lesson in manners. Consider yourself embraced. But it’s our page, we set the rules, it was ever thus.
And this is the comment that Nestle used to respond to but it obviously backfired
Well if you want to read the story from the link i will post at the end of this blog it is clear that the people at that time is very angry, but eventually Nestle’s moderator apologise for everything.
This (deleting logos) was one in a series of mistakes for which I would like to apologize. And for being rude. We’ve stopped deleting posts, and I have stopped being rude.
In the end, thanks to this issues, Greenpeace won against Nestle in their campaign.
If you want to read the story you might want to search in google or read this link.
It can be seen from this story, that there will be a disaster if we do not manage and respond properly to social media. Social media is instantaneous and you almost cannot take back what you said or post, therefore you might face legal risk and furthermore it can affect your personal life.
Thanks for reading, cheers.