Comments on: #nestlefamily Debacle Proves Authenticity is Paramount, including “Being Prepared” for “What Ifs”

By: Michelle @ doudoubebe.com

Michelle @ doudoubebe.com — Wed, 07 Oct 2009 03:19:06 +0000

Thanks for an insightful piece on this whole affair to date that looks at the wider implications for all parties. (no pun intended)

By: Brian Donovan

Brian Donovan — Tue, 06 Oct 2009 17:37:53 +0000

Nicole - Thx for reading and sharing.

Marketing Mommy - Appreciate the additional thoughts on the risk of diluting one’s authority with tweets that can be perceived as “boon-doggle”-like. And we’ll see if recent FTC measures will help the genuine influencers rise from the growing pack.

YankeeDoddle - The point is not so much “who” is raising the issue. As I mention in the post, it’s important to be civil - and many weren’t, which hurts their rallying of support. However, MANY people were engaging (some raising solid questions in civil manner), and Nestle wasn’t ready. Will the current #BooNestle effort gain momentum? We’ll see. But it’s happening.

PJ - Appreciate the full disclosure and candor in your comment. Totally understand the challenge large global corporations face - point duly noted. Just means extra effort/coordination is required. Not easy, but a must. And agree that Nestle was fair to manage expectations that they’d be “dark” over the weekend - being transparent. But they’ve not returned. Not good. Greatly looking forward to your posts and insights.

By: PJ Mullen

PJ Mullen — Tue, 06 Oct 2009 16:28:01 +0000

Interesting post, I was one of the two dads in attendance at the Nestle Family event. I too was surprised by Nestle and the naivetee (sp?) in social media. Some of this should have been anticipated, and while this may be considered splitting hairs, it was Nestle USA’s event and many of the main issues were related to developing markets. By no means and I giving them a pass, just pointing out that fact that hasn’t been mentioned. I’m writing two posts on this event and one of which will discuss my thoughts on the social media angle. It wasn’t surprising the twitter handle went dark over the weekend, but am a little surprised there was no activity yesterday.

By: YankeeDoddle

YankeeDoddle — Tue, 06 Oct 2009 02:22:53 +0000

Oh, please. Read the bios of those moms on twitter opposing Nestle. More than 75% of them are self proclaimed “granola crunching, baby wearing, home schooling, religion-free, co-sleeping” mothers. I wonder what their kids were doing when the twitter storm was happening seeing that they weren’t in school.

By: Marketing Mommy

Marketing Mommy — Tue, 06 Oct 2009 02:22:49 +0000

“In addition, influencers, you need to be careful of the “boon-doggle” image that could be conveyed by your tweets – I’m sure you don’t want to dilute the trust you’ve built. ” Very important point, and the first time I’ve seen someone make it.

As a marketer who has also been a mom blogger for over 3 years, I frequently get asked by brand managers for advice on getting involved in the social media space. I encourage them to jump in, but only after letting them know how key transparency and a two-way dialogue is.

The companies that are succeeding in this space are those where actual employees are blogging and tweeting (think Zappos, Leapfrog).

By: Nicole Nascenzi

Nicole Nascenzi — Tue, 06 Oct 2009 00:18:56 +0000

This is a great post about a complex issue. I will be sharing this with marketing professors and local industry folks.