I’m grateful to be included along with some of the best social media innovators in the Twin Cities in the July 2010 issue on Minnesota Business Magazine! This was a unique article as all of the interviewees were interviewed by Editor Drew Wood (@MnBizMag) via Twitter. Here is a brief bit of the article and a link to read the rest of it on the Minnesota Business Magazine website. Enjoy!
Social media is a valuable, oft-misunderstood business tool that will demand your attention sooner or later. So whether you’re a novice looking to learn, an “expert” seeking more, or a bonafide skeptic, here’s a comprehensive look at the brand-changing medium and how it can redefine your company.
A Case Study in Colossal Failure and Moderate Redemption
According to Greenpeace, Nestle has been less than ethical lately. It turns out that the company known for its wholesome cookies has allegedly been using unsustainably harvested palm oil, which has been documented to lead to deforestation, greenhouse gas emissions and endangered species loss. Not a good thing to do, especially when Greenpeace is watching–and they always seem to be watching.
And in true Greenpeace form, they launched into a full-on, make-a-public-example-out-of-you assailment of Nestle in the most grassroots form possible: the Internet.
But before I go any further into the story, and the true failure and subsequent redemption of Nestle–no, I am not here to pass judgment on their supposed use of illicit palm oil–I should probably tell you how I know all of this. Because it’s not so much a first-hand, I’m following Nestle in the news sort of knowledge–I’m not–but the knowledge I’ve gleaned from looking at the repercussions via social media, specifically Twitter.
Now, although I did talk to a good amount of local social media thought leaders from all walks of business and communications for this story–whom you will hear from shortly–and have thus become somewhat elevated in the ways of social media by osmosis, I’m no social media expert. But that doesn’t mean I can’t tell you how Nestle’s story makes it to me, with nary a published piece to do with it.