After a recent social media spanking at the hands of Greenpeace UK, Nestle has finally come full circle to learning its lesson as Nestle’s EVP José Lopez announced in Malaysia a new partnership between Nestle and TFT (The Forest Trust). TFT will work with Nestle in building a more environmentally responsible chains, and by doing so, will allows Nestle to become the first consumer goods company with a TFT membership.
I don’t really know what all that environmental mumbo jumbo exactly means, but I do understand the gist of what’s going on here. Nestle, a company that at one point was bearing its teeth and barking back at comments on its Facebook page, was sent back to its doghouse by the masses of people congregating against it. Now, after a time of quiet self-reflection in the doghouse, Nestle is coming back out with its tail between its leg and wanting to play (but this time, nicely).
It’s another case study for lessons learned from social media catastrophes and the power of mass people speaking out through social media. Big companies should definitely be learning by now that there’s no light at the end of the tunnel when you enter a two-way battle with your consumers via social media.
