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A Greenpeace campaign against palm oil policies that were considered 'unsustainable' dissolved into a row between the organization and Nestlé, which ended up spilling across multiple social networking platforms.
Greenpeace accused the corporation of advocating an unsustainable policy on their use of palm oil, which in turn meant it was damaging the rain forest. The reaction of social media followers was to post angry comments on the Nestlé Facebook fan page.
A mistake the corporation would commit in reaction to this negative exposure would result in antagonizing the issue further. It became defensive, and in the world of social media, attempting to quash outrage usually results in the opposite effect.
Without professional community channels and managers, the reaction of one (or several) company individuals damaged the brand in the eyes of social media users. Without a correct 'damage control' policy in place, the actual issue was forgotten, and Nestlé's customer service entered the spotlight.