By: Madeleine Croft
DEEP FRIED RAT
In June 2015, Devorise Dixon claimed he was served a deep fried rat at Kentucky Fried Chicken.[i] He took a picture, posted it on Facebook, and it went viral.[ii] (See Figure 1 below). Although a DNA test later proved the fried creature to be chicken, KFC was disgraced on social media for almost two weeks.
Under intense scrutiny, KFC hid from the consumer, communicating vaguely through social media. KFC missed the opportunity to present itself as a trustworthy brand. Instead, consumers were cut off, raising suspicion. Brands today benefit immensely from letting customers look behind the scenes.
FACE THE CRITICS
Social media enables the voice of the consumer. Businesses therefore, must engage in this digital, two-way conversation. Hiding behind the curtain destroys brand image, as slip-ups often place businesses in the hot seat. With weary consumers and “nowhere to hide, a brand’s best bet is to hold its hands up and approach the situation head on.”[iii]
ACCENTUATE THE NEGATIVE
Today, online opinion makes or breaks a product.[iv] Social media additionally provides businesses with an advantage, offering visibility into what consumers are saying about them.[v] Businesses must utilize this instant assessment of their brand. Accentuating the negative means using adverse opinions as examples of how one’s brand listens and strives to improve.
EMBRACE THE HUMANITY
The ultimate goal is to establish an authentic relationship with the consumer. Transparency helps consumers recognize that the workers behind a brand are real people. Therefore, businesses must embrace the human aspect of social media to be rewarded with forgiving, loyal customers.
Be transparent, be honest, and be human!
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Contact: mpcroft@me.com
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[i] Singh, Rajiv. 2015. “Watch Out! Social Media can Kill Your Brand Too Brand Equity].” The Economic Times (Online), Jul 02.
[ii] IBID
[iii] 2016. “Accentuate the Negative-US.” Mintel Trends.
[iv] ”How Brands Manage Online Reputation.” 2011.Campaign Asia – Pacific, 03, 24.
[v] IBID
Through a Glass 