Nutella’s Sticky Situation

Sensible advice methinks.

The BD&E Blog

With an increasing number of consumers utilizing social media, companies have become more prevalent on social media as well. Most companies strive for engagement on social media through contests, open-ended questions, and photo sharing. With engagement, however, comes an increased risk for negative brand feedback. Although social media can be a source of positive brand feedback, companies need to be weary of their pages turning into forums for complaints, and outlets for negative word of mouth. Most companies take brand image very seriously, and do whatever they can to shield brand equity, especially concerning social media. Nutella, however, has taken guarding brand image to a whole new level.

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