How to protect your brand from Facebook protests

03/23/2010 | BrandBuilder Blog, The

Nestlé found out firsthand about the risks of social media recently, after Greenpeace orchestrated a protest targeting the company's Facebook fan page. To avoid similar waves of negative comments on your brand's page, it's essential to get serious about monitoring and responding to online criticism, writes Olivier Blanchard. "This isn't amateur hour," he notes. "Social media management requires rigorous training and razor-sharp focus."

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