H2: The Imperative of a Social Media Crisis Plan

The recent flooding in Rhode Island wreaked havoc on countless families and businesses. Homes were submerged, vehicles were totaled, and entire shopping malls were underwater. The damage spanned the spectrum, from catastrophic to nonexistent, depending on elevation. In my case (flooded basement), things could have been much worse, and I’m fortunate that the only replacement needed was aging carpet.

This event serves as a stark reminder of the importance of a social media plan. Over the weekend, I scoured various Facebook Groups for flood photos across the state. Witnessing the devastation firsthand helped me put my own problems in perspective. However, it also underscored the critical need for businesses to be prepared with a social media crisis plan.

For instance, one particular Group initially seemed harmless. It was intended as a space for Rhode Islanders to share photos, offer encouragement, and provide updates on road closures. Perhaps there were leads on hardware stores that finally received a shipment of pumps or wet vacs. However, the administrator’s tone took a sharp turn (negative or positive, it got a reaction!) when a status update criticized FEMA. This immediately triggered a chain reaction of negative comments and infighting among the Group’s 14,000 members.

Understanding the source of the negativity is essential. Last week was incredibly stressful for many Rhode Islanders, and this group provided an outlet to vent. Hopefully, it was cathartic. However, it wasn’t helpful for the administrator, who predictably became a lightning rod for dissent. Reading later posts, it was clear they hadn’t anticipated nor were prepared for the backlash, putting them on the defensive.

This cautionary tale is a wake-up call for businesses venturing into the social media sphere. Without a clear roadmap for handling potential crises or negative feedback, companies can rapidly find themselves embroiled in a PR nightmare. The lightning-fast spread of information on social media platforms means that even a solitary misstep can have far-reaching consequences, tarnishing a brand’s reputation and eroding customer trust.

H2: The High Stakes of Social Media for B2B Marketers

This Rhode Island Facebook Group example, while unfortunate, involved hurt feelings at worst. For a B2B marketer, the stakes are considerably higher. The moment you enter the social media arena, your company’s brand and reputation are on the line, exposed to a vast audience that could include customers, employees, vendors, competitors, special interest groups, lobbyists, and even political figures. The list goes on – anyone with an interest in your company can be part of the conversation.

Furthermore, unlike the unfortunate administrator, it doesn’t require a controversial social media post to attract vocal detractors. For any given B2B organization, simply having a presence online can be enough to attract critics who will air their grievances, regardless of validity.

The potential for reputational damage is particularly acute in the B2B space, where companies often engage in complex, high-value transactions and cultivate long-term client relationships. A single negative comment or review can significantly impact a B2B company’s ability to attract and retain customers, as well as its overall market standing.

Moreover, the stakes are amplified for B2B marketers because their target audience is typically more discerning and well-informed than the average consumer. B2B buyers meticulously research before making a purchase decision, and they are more likely to seek out and trust the opinions of their peers and industry experts. As a result, any negative sentiment expressed about a B2B company on social media can carry more weight and have a longer-lasting impact on its reputation.

To effectively navigate this intricate landscape, B2B marketers must be proactive in their social media management approach. This entails not only having a robust disaster plan in place, but also actively engaging with their audience, fostering relationships, and establishing thought leadership within their industry. By consistently delivering value and demonstrating their expertise, B2B companies can cultivate a loyal following and create a buffer against potential crises.

H2: Building a Comprehensive Social Media Strategy

The goal is not to dissuade B2B companies from integrating social media into their marketing mix. When executed strategically, the benefits far outweigh the potential drawbacks. The key is to emphasize the importance of careful planning and avoiding a rushed approach. This means planning – why are you doing it, what do you hope to achieve, how does it align with existing marketing objectives, and can the organization prioritize transparency and immediate responsiveness? These are just a few crucial questions your team should consider before taking the plunge.

In 2009, best practices for B2B social media marketing centered on:

• Establishing a presence on key platforms like Facebook, Twitter, and LinkedIn
• Crafting informative, engaging content to attract and retain
• followers
• Monitoring brand mentions and responding to customer inquiries and feedback
• Integrating social media with other marketing efforts, such as email campaigns and trade shows
• Measuring success through metrics like follower growth, engagement rates, and website traffic from social media

Developing a comprehensive social media strategy is crucial for B2B companies looking to maximize the benefits of their online presence while minimizing risks. This strategy should be grounded in a clear understanding of the company’s goals, target audience, and unique value proposition.

One of the initial steps in creating a social media strategy is to define the company’s objectives. These might encompass increasing brand awareness, generating leads, nurturing customer loyalty, or solidifying thought leadership. By clearly articulating these goals, B2B marketers can ensure that their social media efforts are aligned with the overall business strategy and can be effectively measured and optimized over time.

Next, it’s critical to pinpoint the target audience and comprehend their needs, preferences, and social media behavior. This involves conducting thorough research to determine which platforms the company’s ideal customers frequent most, what type of content resonates with them, and what their key challenges and pain points are. Armed with this knowledge, B2B marketers can craft a content strategy that resonates with their audience and delivers genuine value.

Another critical facet of a comprehensive social media strategy is defining the company’s brand voice and messaging. This involves establishing guidelines for tone, language, and visual elements to ensure consistency across all social media channels. A clear and compelling brand voice helps to differentiate the company from its competitors and establish trust with its audience.

Finally, a robust social media strategy must encompass mechanisms for monitoring, measuring, and optimizing performance. This involves tracking key metrics such as engagement rates, follower growth, and website traffic, as well as regularly analyzing the effectiveness of different content types and adjusting the strategy accordingly. By continually refining their approach based on data-driven insights, B2B marketers can maximize the impact of their social media efforts and achieve their desired outcomes.

H2: Learning from Nestle’s Social Media Missteps

This blog post serves as a rerun of an older article, highlighting Nestle’s ongoing social media challenges.

As a social media professional, I’m fascinated by the strategies employed by major corporations in this space. Several weeks ago, I had a productive conversation with a senior-level manager at Nestle to gain insights into their ambitions and social media efforts.

The executive expressed satisfaction with the 70,000+ users who joined one of their Facebook groups. Upon further examination, I discovered that some of their international groups boasted over 100,000 members. While these numbers appear impressive and offer a sense of validation, quantity doesn’t always equate to quality.

I delved deeper into these groups to assess their online activity. What I encountered were commonplace “agency style tactics” that are often touted as best practices:

• Sponsorships: Contributing a portion of sales to construct playgrounds for children.
• Promotional campaigns: Utilizing promotions to drive candy bar sales.

Let’s be clear: social media isn’t solely about marketing. Social media thrives on social interaction and fostering connections that involve a mutual exchange of value.

The element that separates the social media wheat from the chaff is the caliber of dialogue within the community. It goes beyond group members simply proclaiming “I love this product,” although there’s no dearth of individuals professing their adoration for Nestle chocolate (my own high school days were fueled by sugar highs courtesy of Nestle Crunch).

On initial observation, I wasn’t impressed by the quality of conversations taking place within the Nestle groups. Additionally, I remain skeptical of paid bloggers and employees creating self-serving comments.

To reiterate, social media is about being social! It’s not just about promotions, PR, and marketing tactics. These promotional tactics will soon become obsolete, and a more ambitious social media investment strategy is necessary to move beyond exciting a mere 300 people out of 70,000 with each promotion.

Nestle’s experience underscores the importance of prioritizing authentic engagement and relationship-building within the social media landscape, rather than solely relying on promotional tactics. While sponsorships and contests can be effective in generating short-term buzz, they often fail to cultivate lasting connections with customers or foster meaningful dialogue.

To achieve genuine social media success, companies must prioritize authenticity and strive to create value for their audience. This entails actively listening to customer feedback, responding to questions and concerns in a timely manner, and sharing content that educates, entertains,

or inspires. By demonstrating a genuine commitment to their customers and the communities they serve, companies can build trust and loyalty that transcends any singular promotion or campaign.

As I continued my exploration of a particular group, I noticed a significant amount of negative sentiment. Apparently, this stemmed from Nestle’s operations in Zimbabwe. Faced with a shrinking pool of suppliers, they opted to purchase from Gushungo Dairy Estate, reportedly owned or controlled by the Mugabe regime.

The situation in Zimbabwe is a complex one. However, it’s not an insurmountable challenge for Nestle.

China has a poor track record on human rights, and many people haven’t forgotten the Tiananmen Square massacre (and wonder about the unreported deaths). Yet, do consumers widely refuse to buy products from companies that manufacture in China? There’s a website with the slogan “Don’t Feed The Dragon” (consider how many of your belongings would disappear if you boycotted Chinese-made products!).

Given the current global economic climate, it wouldn’t be surprising to see more protectionist themes emerge. Historically, such measures have only harmed the world economy, and there’s documented evidence that these practices exacerbated the negative effects of the Great Depression. I, for one, am not interested in revisiting that period.

Nestle’s challenges in Zimbabwe highlight the intricate ethical and political considerations that companies must navigate in today’s globalized business environment. With the rise of social media, consumers are increasingly aware of and vocal about the social and environmental impact of the brands they support. As a result, companies must be prepared to address concerns about their business practices and supply chain operations in a transparent and proactive manner.

While it may not be possible to entirely avoid controversy or criticism, companies can mitigate the impact of negative sentiment by demonstrating a commitment to corporate social responsibility and actively engaging with their stakeholders. This might involve implementing stricter ethical guidelines for suppliers, investing in community development initiatives, or partnering with NGOs to address social and environmental challenges.

Back to Nestle…

From a social media practitioner’s perspective, the most compelling story isn’t whether Nestle condones the Mugabe regime. The real story is the lack of internal advocacy for Nestle within their Facebook group. Where were all the supposed fans who declared their love for the brand? These well-crafted press releases don’t appear to be inspiring them.

Nestle isn’t unlike any other multinational corporation and faces similar challenges. The focus isn’t making a political judgment about their activities, but rather understanding the business problem they face and how they address it, including potentially discontinuing their purchase of milk from the farm owned by Mugabe’s wife and halting operations there.

The absence of support for Nestle within its own Facebook group highlights the need for companies to cultivate a robust network of brand advocates. These advocates can serve as powerful allies during times of crisis, helping to counter negative sentiment and provide a more balanced perspective on the company’s actions.

To cultivate a strong advocacy program, companies must prioritize creating exceptional customer experiences and fostering a sense of community among their followers. This can involve initiatives such as exclusive access to products or events, personalized communication, and opportunities for customers to provide feedback and influence the brand’s direction.

By investing in building genuine relationships with their customers and empowering them to become brand ambassadors, companies can create a loyal base of supporters who will stand by them even in the face of controversy or criticism.

Building Brand Advocacy Through Transparency and Crowdsourcing

I believe Nestle could be more open and engage in more conversations with users to develop authentic social relationships with customers and cultivate the powerful advocacy that’s currently missing. Perhaps they could consult the masses using the concept of crowdsourcing for ideas on how to best handle the situation.

There’s a well-established office politics tactic that involves a manager avoiding taking a position on a problem and instead calling a meeting to present the issue to the team, prompting a chain reaction of people looking to each other and asking “what do you think?” This fosters a consensus that minimizes risk by shifting the decision-making responsibility to others.

Social Media as an Empathy Machine

Drawing a parallel from this tactic, a well-conceived social media strategy integrates the customer into the organization as if they are part of the decision-making process. Imagine putting the customer in the shoes of the company, having to grapple with a real-world problem. By doing this, Nestle has a much better chance of garnering empathy from their audience.

Customers won’t view it as a self-serving corporate CYA tactic, but rather as a sign of respect for their opinion and a stake in the business (and they often freely offer advice without expecting stock options!).

Powerful advocacy emerges from such practices in ways that marketing and PR cannot achieve. This translates to more margin for error in the customer relationship, ultimately reducing the cost of doing business.

Transparency and crowdsourcing are two potent strategies that companies can leverage to build trust and engage their customers in meaningful ways.

The Road Ahead for Nestle: Social Media and Beyond

Nestle’s experience in Zimbabwe offers valuable lessons not just for social media engagement, but for navigating complex ethical issues in the global marketplace. Here’s a breakdown of potential next steps:

1. Revisit Sourcing Strategies:

• Conduct a thorough audit of Nestle’s supply chain in Zimbabwe, ensuring alignment with their stated ethical sourcing principles.
• Explore alternative suppliers who uphold human rights and environmental sustainability standards.
• Clearly communicate these efforts to stakeholders, demonstrating a commitment to responsible sourcing.

2. Foster Open Dialogue:

• Acknowledge the concerns raised on social media regarding the situation in Zimbabwe.
• Host online forums or Q&A sessions to directly address customer questions and anxieties.
• Encourage constructive feedback and utilize it to refine sourcing practices.

3. Leverage Social Listening:

• Implement social listening tools to track brand mentions and sentiment analysis related to Zimbabwe.
• Proactively address negative comments and engage in respectful dialogue.
• Use insights from social media to identify areas for improvement in communication and transparency.

4. Cultivate Brand Advocacy:

• Launch initiatives that reward loyal customers and incentivize positive brand promotion.
• Partner with social media influencers who share Nestle’s values and can credibly advocate for the brand.
• Empower customer communities to co-create content and participate in brand decision-making processes.

5. Invest in Social Responsibility:

• Support community development projects in Zimbabwe, demonstrating a commitment to positive social impact.
• Partner with NGOs working on human rights and environmental issues in the region.
• Regularly report on Nestle’s social responsibility efforts and their measurable outcomes.

Beyond Social Media:

While social media offers a powerful platform for engagement, the impact of these strategies needs to be reflected across all aspects of Nestle’s business. Here are some additional considerations:

• Engaging with Stakeholders: Open communication with investors, NGOs, and government bodies is crucial to rebuilding trust and navigating ethical challenges.
• Policy Review: Reviewing internal policies on ethical sourcing and human rights ensures alignment with best practices and evolving global standards.
• Transparency in Reporting: Nestle’s annual reports and sustainability reports should clearly address sourcing practices and social responsibility initiatives in Zimbabwe.

By implementing these recommendations, Nestle can demonstrate a genuine commitment to ethical sourcing, build stronger relationships with customers, and mitigate the risks associated with negative publicity. Social media can be a valuable tool in this process, facilitating open communication, fostering brand advocacy, and rebuilding trust. However, a successful approach requires a holistic strategy that transcends social media platforms and integrates ethical considerations into all aspects of the business.

Best, Rick