Size doesn’t matter when it comes to social media
Posted by Martina Mangan on March 24, 2010 in Smart Ideas, Online, Social Media with 2 CommentsThis is the story about two very different Facebook users, one a global giant with limitless resources, the other a small pub in Athenry, Co. Galway. This is the story of social media marketing with two very different outcomes.
Nestle and their Facebook debacle
Nestle have had a Facebook page for some time now. Usually it's a quiet place where not much happens, but all that was to change with the arrival last Wednesday of a few new 'fans' - people who had plenty to say on the subject of Nestle's alleged use of palm oil in the making of their chocolate products, destroying rainforest habitants and putting the orang-utan at risk of extinction.
These 'fans' changed their profile pictures to altered versions of the Nestle logo, including a bloodied one and started to make some very pointed and controversial statements.
What was Nestles response? They posted this...
"Nestle: To repeat: we welcome your comments, but please don't post using an altered version of any of our logos as your profile pic - they will be deleted."
The reaction was predictable. Negative, nasty comment ensued along with an increase in the posting of altered brand logos as profile picture.
But the moderator refused to back down and the following dialogue occurred:
Paul Griffin: Hmm, this comment is a bit "Big Brotherish" isn't it? I'll have whatever I like as my logo pic thanks! And if it's altered, it's no longer your logo is it!
Nestle: @Paul Griffin - that's a new understanding of intellectual property rights. We'll muse on that. You can have what you like as your profile picture. But if it's an altered version of any of our logos, we'll remove it form this page. [sic]
Paul Griffin: Not sure you're going to win friends in the social media space with this sort of dogmatic approach. I understand that you're on your back-foot due to various issues not excluding Palm Oil but Social Media is about embracing your market, engaging and having a conversation rather than preaching! Read www.cluetrain.com and rethink!
Nestle: Thanks for the lesson in manners. Consider yourself embraced. But it's our page, we set the rules, it was ever thus.
The "fans" went wild. Since last Wednesday Nestle's Facebook page has been under siege and the moderator has finally gone quiet... either that or been fired.
Either way, Nestle have given us a very good lesson in 'what not to do'.
The Hop Inn, Athenry a lesson in how to connect using social media
So for a lesson in 'what to do', take a little trip to the Hop Inn, a small pub in Athenry that plays live music, shows all sporting events and recently started a Sunday evening trad session. Their goal? Get people in by promising them a jam-packed weekend full of events.
So how is the Hop Inn using social media to do that?
The owner has in the last few weeks posted a weekly video on Facebook in which he talks about something quite random (books, albums, shoes, turf????...). Each time he wraps up with a run through what's on in the Hop Inn next weekend, and occasionally naming someone in a special request.
It's crude, it's simple, the sound quality is terrible, it's far too long... but stick with it. It's brilliant!
Now imagine this is your local publican, and this your local pub, and tell me, you wouldn't check this out weekly, if for nothing else just to see what the Hop Inn has to say?
To see more of the Hop Inn videos you need to become a friend of Hop Inn on Facebook. Honestly, it's worth it.
Truly an example of the small guy doing it local, and doing it right, while the global giant flounders.
Martina Mangan has been working in Internal Communications for the last 9 years. She is passionate about all aspects of employee engagement from strategy right through to implementation.Find out more at Martina's Profile. Don't forget to subscribe if you'd like to hear more!
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Comments
Great blog Martina. Nestle really have made a mess of things! Love the example of local social media done well.
This is a perfect example of how innovative a small business can be.
Everyone in Athenry is talking about this….
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