Chances are, Nestlé does more (product-wise) than you think they do. Chances are also likely that they monitor their social media much more closely than you think.
A recent article from Reuters
focuses on the difficult task of monitoring sentiment around the company in social.
It’s focus? “Damage limitation,” according to the article. The company constantly gets heat from organizations protesting everything from genetically modified organisms (GMOs) to bottled water to baby formula.
Nestlé’s strategy, according to the Reuters article, starts with aggressive monitoring of its brands across platforms. Its “digital accelerators” are constantly “listening, engaging, transforming and inspiring,” according to the article.
Reuters goes on to detail how the company monitors the brand through an extremely complex process. It praises the company for—among other things—not paying for fans, which any reputable brand would never do. It also notes that Nestlé made the giant leap from 16th to 12th among the world’s most reputable brands.
You can, of course, read the story here
. But let me save you the trouble of perusing the 1,700-word article by telling you that Nestlé’s strategy isn’t unique. The only thing unique is that it provided access to a reporter to get a behind-the-scenes peek at how the company handles its brand monitoring.
The story is this: Major corporations should be monitoring to the degree that Nestle does. If not, they’re behind the times. Brands without that budget should monitor to the degree their budget allows.