Communication strategy
Chick-fil-A, a fast-food store that supplies chicken sandwich, had a challenging case involving same-sex marriage after the owner of the chain company response to a question that he supports the Biblical family setting, and the company believes in it. Truet Cathy, the founder of the company, stayed firm to his position but later said they did not intend to start an uproar but instead leave the heated policy opinions of same-sex marriage to the authorities and political arena (Harvey, 2015). His statement garnered many likes on Facebook, showing how much influence social media platforms had.
One thing common in twitter and Facebook is that once you post anything you do not have control over it, all types of people will express their opinions and views without restriction. Because they do not see each other, individuals may pour out their innermost feelings on posts and comments than they would in a face to face conversation. Also, it happens at high speed more than in newspapers, and you do not have to wait for 12 hours to plan about it like in the case of publications, it is instant. The only thing you can do is try to steer the debate away from your own political beliefs and opinions, and it might fade as quickly as it came. These social media platforms offer a way of expressing personal opinions, and Chik-fil-A used that opportunity to bounce back and maintain its solid reputation, which earned the firm a spot as the overall best brand of 2015 online by Engagement Labs (Sajid, 2016). The brand has set of policies concerning social media marketing like offering engaging and up to date content, use of emotion and humor to relate on a humane way, sharing customer’s feedback, and allowing the firm’s ethical values to excel in people because a lot of people choose their favorites firms based on emotions.
References
Harvey, C. P., & Allard, M. J. (2015). Understanding and managing diversity: readings, cases, and exercises.
Sajid, S. I. (2016). Social media and its role in marketing.