Tesco risks Facebook backlash

Tesco is leaving itself open to a major online onslaught after launching an official Facebook page.
With hundreds of Facebook pages dedicated to fighting the group, the retail giant will have to be on its guard against attacks from the likes of Tescopoly (Every Little Hurts) and the Anti-Tesco League.
Companies such as Adidas and Nike have found to their cost that Facebook comments streams can be highly damaging, although with more than 200 unofficial Tesco Facebook pages the retailer might just be able to divert the flak.
A search on Facebook does not actually show the official site yet – at Facebook.com/TescoGB – instead displaying hundreds of unofficial ones.
The official page has been created by digital agency Harvest Digital. It contains content from all of Tesco’s sites including the brand’s main website and Tescorealfood.com.
The retailer is inviting customers to speak directly to the brand with its discussions and customer relations tabs. It also plans to include promotions on the site, some of which will be exclusive to Facebook users.
Tesco holds 30.5 per cent of UK grocery sales and is expected to deliver profits of £3.7bn at its annual results in April.

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