James Griffin, chief executive of online reputation management group SR7, says the incident was handled badly and it serves as an example to other companies marketing on Facebook. “I think it’s hard to see why Nestle didn’t have a crisis management plan come into action, and if they have one, it hasn’t been a very good one. You have to acknowledge the fact that when you engage in social media you are giving people a stage to complain about your brand – and that goes as part of embracing social media as marketing.” Griffin says businesses, especially SMEs, that are looking to get into social media through Facebook must first think carefully about how they will construct their sites, and how they will handle any problems that arise as a result.

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