Nestlé continúa sumergida en una profunda crisis de relaciones públicas después de que la semana pasada recibiera un ataque viral por parte de Greenpeace. La ONG prosigue con su dura ofensiva y mientras tanto, la compañía alimentaria suiza, con su torpe política de comunicación online, está consiguiendo que sus propios fans en la red social Facebook se le echen encima, informa Horizont.
La crisis se originó la semana pasada cuando Greenpeace denunció en un vídeo que la utilización de aceite de palma por parte de Nestlé para la fabricación de la chocolatina Kitkat se estaba traduciendo en la destrucción de selvas vírgenes en Indonesia, hábitat natural de los orangutanes. El gigante suizo de la alimentación respondió al ataque viral de Greenpeace anunciando que dejaría trabajar con el productor de aceite de palma Sinar Mas.
Sin embargo, Nestlé se ha mostrado poco hábil en el manejo de la crisis, sobre todo a la hora de lidiar con las críticas vertidas en las redes sociales tras el lanzamiento del ataque viral por parte de Greenpeace. Así lo demuestra el hecho de que una página de fans de Kitkat en Facebook, en la que muchos usuarios mostraban su enfado tras la información destapada por Greenpeace, haya sido temporalmente desactivada. No está claro, de todos modos, si es o no Nestlé quien está detrás del cierre de esta página.
De manera igualmente torpe se ha enfrentado la empresa agroalimentaria a las críticas vertidas por los usuarios en su página oficial en Facebook. Los cerca de 90.000 fans de la compañía en esta red social han sido amenazados con la eliminación de sus comentarios si utilizan versiones alteradas del logotipo de Nestlé. Comentarios particularmente críticos con el consorcio alimentario suizo han sido borrados de la página sin más ni más. Y las reacciones de los fans, evidentemente, no se han hecho esperar, ante lo cual Nestlé se ha visto obligada a pedir disculpas.
Por su parte, Greenpeace sigue adelante con su campaña contra Nestlé. Que compañía haya puesto fin a su acuerdo de colaboración con el productor de aceite de palma Sinal Mas no es suficiente para la ONG, que exige además a Nestlé que deje de trabajar con empresas intermediarias en la fabricación de aceite de palma procedente de las selvas vírgenes de Indonesia.
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En nuestro blog también reflexionamos sobre esta noticia y además, ante esta situación de crisis que está sufriendo Nestlé, proponemos un pregunta ¿Cómo debería haber gestionado esta crisis corporativa Nestlé en su facebook?
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Un saludo para todos!
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