Scribd
Upload
39 views6 pages

Kit Kat's Social Media Crisis Management

Kit Kats faced a social media crisis in 2010 when Greenpeace released a video showing that Kit Kat used palm oil from Indonesian forests in their bars. People posted negative comments on Kit Kat's social media pages, diminishing the brand. Kit Kat deleted negative comments but the problem grew as they did not address the crisis. Nestle should have made an immediate statement but remained silent, making the situation worse. The crisis highlights the importance of having a social media strategy and responding quickly and transparently to concerns to protect a brand's reputation.

Uploaded by

Anitha O
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
39 views6 pages

Kit Kat's Social Media Crisis Management

Kit Kats faced a social media crisis in 2010 when Greenpeace released a video showing that Kit Kat used palm oil from Indonesian forests in their bars. People posted negative comments on Kit Kat's social media pages, diminishing the brand. Kit Kat deleted negative comments but the problem grew as they did not address the crisis. Nestle should have made an immediate statement but remained silent, making the situation worse. The crisis highlights the importance of having a social media strategy and responding quickly and transparently to concerns to protect a brand's reputation.

Uploaded by

Anitha O
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Kit-Kats Social media crisis

Have a break…….
• Kit Kat is a much loved chocolate bar that has been
enjoyed across the world for many years.
• Kit Kat was first launched in London on 29th August
1935.
• The first Kit Kat chocolate bar was a 4 finger
chocolate wafer bar.
• Kit Kat is almost 84 years old company.
• In 2010 a video was released by a company called Greenpeace
that described and showed how and what products are used to
create a Kit-Kat bar. Greenpeace stated that Kit-Kat was using
a protected species of palm oil from Indonesian forests.

• Once people watched this video they immediately took their


anger to social media posting on their own Facebook pages
and Kit-Kats. These factors contributed to this crisis because
their comments were diminishing the Kit-Kat brand.
• Kit-Kat made the mistake to delete all the negative comments
that were hurting their brand, “It eliminated all the negative
comments that there were in its social networks regarding the
subject and censured its fans in Facebook forbidding them the
use of images of the company modified with the word
“killer”.”
• They could control the comments being said on their page, but
not others so the negativity did not stop. Kit-Kat was unable to
correctly manage this social media crisis and the problem and
comments grew bigger and bigger.
• Nestle should’ve immediately released a statement to clear up
the crisis but instead, they let the crisis grow. The company did
eventually clear up the situation but it was too late.
• “Nestlé, realizing that the mismanagement of the situation on
their social networks was damaging the brand, apologized for
their behavior. And tried to make the problem fall into
oblivion.
• The lesson that can be learned from this is

to always show some kind of immediate reaction to let your


consumers know that you care for their opinions and
ultimately the brand's reputation. A better way that Nestle
could’ve solved this negativity is offering an explanation and
ultimately finding a new ingredient to put in the candy that
wasn’t using an endangered species.
In retrospect, Nestlé’s provides some important lessons on how
companies should manage an online social media crisis.

• Develop social media Strategy


• Establish the ground rules for dialogue
• Monitor social networks
• Recruit Allies
• Respond quickly
• Tailor your response to the situation
• Direct the discussion
• Don’t be defensive
• Build bridge

You might also like