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Excellent case study — with tips on how other companies can avoid repeating Chiquita’s ethical oil/Facebook meltdown:
“Chiquita becomes a cautionary example when it gets just about everything about social media communications wrong”
“By midnight, the moderators had caught up and removed all of the offending comments. However, people continue to post angry comments. Chiquita’s original Facebook community, built up with years of investment, has simply been hijacked, and it will take some time to recover – if it recovers at all. Worse yet, the Canadian press got wind of the dispute and Chiquita’s handling of it, and they weren’t gentle.”