This post is also available in: Spanish

Kit Kat

There are many stories coming out about the importance of social media for a company’s marketing efforts, and they usually refer to how major brands such as Nike, Unilever, Ford, etc. are utilizing these communication sources.  In the Wall Street Journal this week, there is another brand making a name for itself, not only in its own marketing efforts, but in its utilization of the medium to influence some major brands.

The brand in this case is Greenpeace International, and the other brand involved is Nestle .  The article “Nestlé Takes a Beating on Social-Media Sites” highlights not only the impact of social media for environmental activists but also the importance for each company to monitor what is happening in the realm of social marketing.

In a YouTube video (seen below), as well as postings on Facebook and Twitter, some claim that Nestlé is contributing to the destruction of Indonesia’s rain forest, potentially impacting global warming and endangering orangutans.  The claims are related to the purchase of palm oil from a company that allegedly has cleared rainforest to create palm plantations.   While the firm only supplies a little over 1% of the palm oil used last year, Nestlé has already decided to stop dealing with them and is also pressuring its providers to scrutinize their supply chains to make sure that they are not sourcing from companies that are damaging the environment.

This new attack opens the door and shows the impact that activist organizations can have, and of course this is an area sure to see tremendous growth.  The challenge for marketers is to appear to be listening while avoiding getting involved with long back-and-forth shouting matches that will most likely not benefit the company.  Other companies have seen major backlashes through digital means, and while many highlight legitimate issues, there is always the possibility for it to be taken too far.

The next year should prove to be very interesting in the social media realm, so stay tuned.