Experts say social networking can be a powerful tool for consumers.
"It illustrates the shifting power dynamic in the world. Social media is enabling ordinary people not only to express themselves but also to organize themselves quickly," said Andrew Nachison, a U.S.-based analyst at We Media, a digital research agency.
Ayelet Noff, founder of Blonde 2.0, an Israeli social media agency, said the protest marked a turning point in the way companies deal with crisis management in the digital age. Noff said her company has been working recently with Strauss on a global strategy campaign but did not provide consulting over the cottage cheese crisis.
"This is the first time that consumers said, 'No more! We are not going to deal with this,' and created a change," she said. "I don't think that people really realized until now that this is something that they could actually have an influence over. I think that now that consumers realize that Facebook is such a powerful force, they will use it more."
The problem is that in a market as small as Israel's, with 7.7 million people, sometimes there are no alternatives. In the case of cottage cheese, there are three different brands, but they are dominated by the huge Tnuva conglomerate.
The Facebook page of the cottage cheese boycott identifies organizers as regular Israelis who "work for a living, are raising families and breaking under of the weight of the cost of living in Israel."
"The goal is to change our consumer culture," Itzik Elrov, the Facebook group creator, told Israel Radio. "We can mark down a small V (for victory), but there is still a long way to go."
Copyright 2011 The Associated Press.