In today’s participatory culture, Facebook and Twitter are just some of the social networking tools that a brand can utilize to bolster marketing efforts. A meticulously executed social media campaign can create a revolving two-way conversation, and cultivate lifetime brand advocates. Seriously, it’s that powerful. Executed carelessly, however, you can face a PR firestorm similar to the one Nestle is trying to survive right now. Seriously, it’s that powerful.

According to CNET News, it all started with Greenpeace, which has long been putting pressure on Nestle to eliminate palm oil from its products, an ingredient linked to deforestation, greenhouse gas emissions, and endangered species loss. Part of the environmental activist group’s efforts was to encourage supporters with Facebook accounts to change their profile pictures to anti-Nestle slogans. This was a bold move, which garnered press coverage and prompted a response from Nestle that marked the beginning of the aforementioned firestorm.

Rather than replace the ingredient altogether (read: create its own positive PR) or simply mediate the situation (read: talk with fans), Nestle countered with this mild threat: “We welcome your comments, but please don’t post using an altered version of any of our logos as your profile [picture] – they will be deleted.” Later, the page administrator thoughtlessly posted the following comment: “Oh please… it’s like we’re censoring everything to allow only positive comments.”

As CNET News staff writer Caroline McCarthy put it, the responses “come across as two instances where [Nestle] is attempting to stifle criticism.” That’s putting it lightly. In a forum meant for publishing opinions and collaboration, Nestle screwed the pooch. The onslaught of reactions from Greenpeace proponents ranged from, “Hey PR moron. Thanks [for] doing a far better job than we could ever achieve in destroying your brand,” to, “It’s not OK for people to use altered versions of your logos, but it’s OK for you to alter the face of Indonesian rainforests?”

Not surprisingly, Nestle quickly issued a public apology in the wake of the backlash, including a personal message from the page administrator addressed to Facebook fans. But that won’t be enough to wash away the bad aftertaste. If irreparable damage hasn’t been done to its brand character already, Nestle will have to work overtime to regain the trust of would-be fans that occupy the same social spaces. Specifically, more than simply brand a Facebook page and call it a day, Nestle must dedicate the majority its social resources to stimulating ongoing interaction with customers, acknowledging their needs, and responding accordingly. In this case, address the issue head on. Talk openly, honestly, and politely with consumers about it – stop talking at them. And ultimately create a solution that satisfies both public demand and business objectives. Easier said than done, obviously. But if you’ve hit rock bottom and want to get back on top, there’s no way to avoid the uphill climb.

Read the Article on CNET

Consumers’ seemingly limitless obsession with social networking has been well documented over the past year (Stir-Fry offers a handful of posts as proof). Every day, millions of people populate platforms like Facebook and Twitter, sharing thoughts, updating their status, commenting on friends’ pictures, and more – basically opening up their lives online in the form of abbreviated posts.

Taking full advantage of this ever-growing trend – something all advertisers would benefit from nowadays, UNICEF launched a Denver-based campaign in support of the Tap Project, a national effort to bring clean water to millions of deprived children around the world. Between March 25th and April 21st, consumers could donate a dollar – the cost of providing 40 days of clean water to a single child – in exchange for 60 seconds of fame. That is, donors had the opportunity to project a personal, 75-character message on buildings and windows in the Mile-High City for a full minute. Think of it as a Tweet on steroids.

It was a simple, yet downright awesome idea. Essentially, the renowned non-profit organization sold ad space to “Facebookers”, “Twitter-holics”, and other recreational “networkers” – people that would love to see their “posts” beyond the confines of their friends and followers lists and have their name thrust into the spotlight. All for an amount of money typically found under couch cushions. Best of all, UNICEF has now taken another step toward improving access to safe water and sanitation facilities in schools and communities everywhere. Talk about a win-win.

See for yourself at http://sixtyfortyproject.com/.