If we ever needed an illustration of how social media has changed the dynamic of corporate communications, we need look no further than Chick-fil-A.
It’s no secret that the leadership of the quick-service chicken chain is openly hostile towards same-sex marriage; they donate millions of dollars to anti-gay organizations. Dan Cathy, son of the founder, uses what he calls Biblical principles to run the business. The restaurant is not open on Sunday; they operate debt-free.
How does this play out on social media?
Putting the Social in Social Media
We talk a lot here about the need to belong, and why participating in groups is so important to people. Right now, let’s talk about the mechanics of how people get into groups in the first place, and what they do to stay well-positioned in the group, once they’re in.
Groups are formed by affinity; like-minded people gravitate toward each other. One way for the individual to be welcomed into the group is to announce they have the same values and beliefs as the rest of the group. Chick-fil-A does an exceptional job articulating its organizational values to the public. Customers who find these values in alignment with their own will favor Chick-fil-A. Customers who find these values counter to their own obviously will not.
Social media provides the platform where groups form and engage with each other. After Dan Cathy’s statements confirming the organization’s committed negative stand on same-sex marriage, the Jim Henson Company decided it no longer wanted to work with Chick-fil-A. They made their decision public on Facebook.
In response, the next day, Chick-fil-A posted paper signs in their franchises, announcing Jim Henson toys would no longer be available at Chick-fil-A due to a mysterious safety recall.
That’s the type of incredible coincidence the internet just loves. Gossip and speculation flew faster than the speed of light. There are countless articles, blog posts, and social media postings questioning the sincerity of this voluntary recall. Chick-fil-A did not present as credible. The bad impression compounded when it became obvious that someone was manufacturing sock puppet Facebook accounts to defend the brand.
It did not help matters that the Consumer Safety Protection Commission has reported no known safety issues with the puppets. The CSPC is the governmental agency that usually handles this sort of thing.
It’s hard to be taken seriously as an organization guided by Biblical principals when you look like you’re bearing false witness. This, more than anything, is what may do real, lasting damage to Chick-fil-A’s brand equity. People believe what they believe about equal rights for all: a chicken restaurant is not going to change their mind—no matter how good those Waffle Fries are!
But now an element of doubt has been introduced into the equation. Chick-fil-A’s biggest fans (the people we’d call their Brand Lovers: the most profitable, engaged customers) and those who are favorable toward the brand are faced with uncomfortable questions.
An Alignment of Values
Were they lied to? And if they were, why? The customers who adhere to this brand and its values are not people who would leave over a forthright statement that acknowledged that the chicken restaurant parted ways with the Jim Henson company over political differences. Lying is bad enough. Lying for no discernible reason is worse.
Not every Chick-fil-A customer will ask these questions. But some of them will, and they’ll talk to their family and friends. Brands are built on trust between the customer and the organization. There is a vital and critical sense that the values of the brand are in alignment with those of the the customer. Right now, Chick-fil-A’s knocked the cart right off the rails. Even if they’re not lying, it looks like they are.
It’s obviously a tumultuous time at the company. Don Perry, VP of Public Relations, recently died. To move forward, especially in the arena of social media, it’s essential that the brand focus on bringing its actions back into alignment with the values their customers know and expect. Honesty is the best policy. And in today’s fast paced social media environment, verifiable honesty is even better.
What do you think? What advice would you give Chick-fil-A as they move forward?