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Writer Anna Lenzer has brought it to my attention that the subject of her recent Mother Jones expose, Fiji Water, is looking for social media help. And that’s not surprising, considering the thousands of anti-Fiji Water tweets and Facebook comments piled up after the Mother Jones article was published. As Lenzer revealed in the story, Fiji Water is produced in a country ruled by a military junta and despite its green image, its signature bottles uses twice as much plastic as competitors’.

To combat the negative publicity, Fiji Water first tried issuing a statement against the article. Then we posted a rebuttal. The co-owner of the company made libelous comments about the article on Twitter, and Fiji Water’s go-to press rep, Rob Six, posted comments on blogs and newspaper sites. Presumably not seeing much payoff, Fiji Water went with a softer tactic: contests with prizes and feel-good stories about the company’s charitable works.

The company has another Twitter strategy, though: bribery. According to multiple users, @FijiWater contacts those who have tweeted positively about the company and offered them free water. Or, if they’re less lucky, a coupon code or a beach towel. In its desperate bid (or so it seems) to get followers, @FijiWater writes back to just about anybody who tweets nicely about it. Judging by the job listing, even with the swag, it’s still not working as well as they’d like.

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In "It's Not a Crisis. This Is the New Normal," we explain, as matter-of-factly as we can, what exactly our finances look like, how brutal it is to sustain quality journalism right now, what makes Mother Jones different than most of the news out there, and why support from readers is the only thing that keeps us going. Despite the challenges, we're optimistic we can increase the share of online readers who decide to donate—starting with hitting an ambitious $300,000 goal in just three weeks to make sure we can finish our fiscal year break-even in the coming months.

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