March 23rd, 2010

Power to the Stakeholders – Nestle, Greenpeace and Facebook

Social Media Continues to Reshape Stakeholder Relations

By Beth Bengtson

It’s clear that the rise of social media is transforming the relationship between companies and stakeholders. Facebook, Twitter and other social media tools are filling a void for stakeholders who crave authentic, two-way dialogue.

But these new channels of communication can also reveal the challenges companies face when social justice activists criticize a company, its products and/or practices. Tagged “digital activism,” these stakeholders have used YouTube and websites to launch massive campaigns against companies.

Now digital activists are flooding Facebook pages, which has been a tremendous tool for stakeholder engagement, to criticize corporate practices – the most recent being consumer products giant Nestle. As CNET reports http://bit.ly/9Cj01K, activists led by Greenpeace have “infiltrated” Nestle’s Facebook page to pressure the company to abandon getting palm oil from unsustainable sources.

Read the rest of this entry »

Posted by beth
Permanent Link -  No Comments »

March 10th, 2010

Is GE Missing An Opportunity?

By Beth Bengtson

GE’s Healthymagination campaign needs to be applauded for it’s ability in tying the company’s products to improving people’s personal health.  We can all relate to products that help improve our lives and the lives of our loved ones.

In one ad called “Beautiful”, the story centers on special moments in a couple’s life, the most important being when GEs Early Detection technologies help detect a wife’s cancer early, so it can be treated.  The campaign also includes a blog that furthers the wellness discussion while also touting the benefits of GE products.

Read the rest of this entry »

Posted by beth
Permanent Link -  No Comments »