Online activists vs. Kraft foods: (1/12)

A case of social media hijacking by Shari R.Veil, Jenna Reno, Rebecca Freihaut, Jordan Oldham
This study examines a case in which activists used a corporation’s social media page to disseminate activist campaign messages. Specifically, it examines how a blogger–activist took advantage of an online hoax regarding a warning label for Kraft Macaroni and Cheese to spur others into hijacking Kraft’s Facebook page. While the hoax was quickly exposed, the reputation damage was done and within 6 months Kraft announced it was changing the ingredients in some products.

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