Meet Nestle's Squadron Of Internet Comment Warriors

Every company has to deal with people who talk about it on the Internet, and different ones handle it differently. Nestle for instance, maintains an elite team of Digital Accelerators that, as an article by Reuters reveals, watches the wide world of Internet comments like a hawk.

The Digital Acceleration Team, comprised of over two dozen people, is located in Nestle's HQ in Switzerland where they man a control room outfitted with all manner of displays, keeping a close eye on the words of commenters across the globe, and deciding when to intervene.

From Reuters:

Pete Blackshaw, 47-year old head of digital marketing and global media, is in charge. On a recent weekday, the American and his staff of 30 to 40-year-olds were monitoring the online action on such topics as the latest cute dog photo on the Purina pet food website, or who was drinking Nescafe.

..."If there is a negative issue emerging, it turns red," says Blackshaw, indicating a screen powered by software from Salesforce.com Inc., which is also used by such brands as Dell computers and delivery company UPS. It captures millions of posts each day on topics of interest to Nestle.

Nestle insists that it neither pays pro-Nestle bloggers nor buys fake fans and followers. Instead, it merely supports a group of professional browsers to comb over the most mundane references to the company day after day, week after week. Historically, Nestle has had some serious enemies, so the lengths to which they're going might not be too far out, but it's still wild to imagine the control room devoted to this monitoring, and knowing it actually exists.

You can read more about how this team works over at Reuters, and even see pictures of their super serious-looking office. Commenting about Nestle is serious business. [Reuters]



Comments

    Finally some evidence of companies postings on all forums and comments sections around the world. We all know who you are - your comments stick out like dogs balls!

    *not just Nestle

      Now now, hyperthx not all positive comments on companies are shills. Why just the other day I was flying back to Oz on Cathay Pacific ( what great service! Their food in economy was better than some business class carriers I have used.

      Anyway, I asked for a hot chocolate as it was a late night flight and I was looking forward to the B&W cab drive home ( I always find their drivers very professional, much better than the alternatives.) etc etc etc.

        Yeah that's true. But theres' an truckload of artificial comments appearing on sites, in comments sections, the world over, trying to convince people of an products worth - even though it may be shit rolled in icing sugar. I really do not like insincerity and corporate propaganda. If an item or service is great, it will naturally sell.

    What this is really all about:
    https://en.wikipedia.org/wiki/Nestl%C3%A9_boycott
    Save the Children, Oxfam, CARE International, Plan International and World Vision all currently support the boycott.

    Once upon a time back when web browsers were relatively new, and IRC was popular like IM is today, a certain 'how things work' type site had a really excellent analysis of all the pros and cons of caffeine. Multiple references, diagrams, and numerous sub-category pages. It did a really good job of describing the chemical, physiological and psychological effects of the chemical compound. I found it to be balanced, technical yet readable, and thoroughly informative in both the positive and negative aspects of effects on the occasional and addicted drinker.
    A few weeks later I was looking for the article again and discovered it had been totally replaced with a glossy, intelligence-insultingly simplistic, 'coffee is good - for dummies'.
    Digging into it, it seems that a big company had strongly suggested that the information wasn't based on sufficiently reputable research (theirs) and offered to either sue or supply a replacement of the data and some moneys. Or something underhanded like that.

    Also: once I ran out of tea. And discovered the 1Kg of ground coffee I had bought on special at the back of the freezer. I made a cup. I quickly escalated to drinking it by the litre as iced coffee. I blame coding interesting things, and the delicious bitter taste that compliments sugar so well.
    And it's addictive chemistry.
    When the 1Kg bag ran out I went back to tea. I also suffered some of the worst drug withdrawals I have ever experienced. Sleeplessness, night sweats, constant headaches like I didn't believe, irritability, digestive disruption, etc, etc, etc. Quitting tobacco was absolutely nothing compared to quitting high-intake-caffeine consumption.
    I love the taste and the boost, but I will never do that again.
    Entire countries that presume caffeine is a natural part of every day life....for every person.... are scary.

    if your job is to defend the image of a multi national by pretending to be something you're not. well. then I hope there really is a hell. Nestlé is all about profits and image. neither of which have anything to do with real life, quality of life.

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