How Nestlé dealt with a social media campaign by Greenpeace against its KitKat bar brand
By early this year, Mr Blackshaw had set up a “digital acceleration team” as part of Nestlé’s efforts to monitor social media sentiment 24 hours a day. When the team sees problems, the communications unit co-ordinates the company’s engagement with the relevant parties, such as suppliers, campaigners, governments and consumers. In addition, Nestlé executives from across the globe visit the digital acceleration team centre at the headquarters in Switzerland, to learn about managing social media communications and digital marketing.
(You may need to register to view the article)
