In case you haven’t been watching, Nestle’s Facebook Fan page has been overrun by critics around deforestation, sustainability and poor social media relations. While this isn’t the place to have a discussion on sustainability, let’s look at the ramifications this has to society, brands, fans, and Facebook.

I spent a few hours reading and researching, it looks like members of Greenpeace launched an online protest, (read the initial report, then news here, here, here) spurring a groundswell of online criticism, a majority of it on their Facebook fan page. (Update: It’s clear that Greenpeace helped in part organize this social attack, see here, here, here, and this timeline of events) Nestle’ responded defensively, threatening to remove off-brand logos from it’s Facebook page resulting in a flurry of negative comments. It’s not totally clear if Greenpeace staged and executed the whole attack, but regardless, the community is relentlessly dog piling on the brand’s Facebook page. While Nestle’ responded with a Q&A on their corporate site, it appears Nestle’ has retreated from the discussion –leaving the page open for detractors. (…)

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