The goal of social media is create a community of your brand champions. Nestlé turned their champs into chumps. Obviously this was a moderator failure of epic proportions. As this goes out, the controversy is still raging, and Nestlé has gone from a half-hearted attempt to say how they’re still learning to a complete “no comment”.

Here are some possible fixes: admit the moderator made a huge mistake, possibly fire them, apologize, and make some kind of dramatic response to the legitimate environmental disasters that they are indeed creating. How about a video from their CEO directly to their fans? Or ask for input on how they should have handled it from their fans? Anything would have been better than what actually happened.

Another side note, now even Mars and Greenpeace are getting drug into the conversation. Is there any doubt left in your mind that Facebook is about your brand’s emotional connection to those it touches?