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They’re not shunning away or staying silent. This is helping the brand continue to connect with their still-happy and loyal fans and customers. I’ve posted their statements below, and you can clearly see that they’re accompanied by a high number of support and likes. Why this is a good idea: Whether what they’re saying is truth or false, their scoring points with their still-loyal fans and advocates for addressing the issues head-on and on their turf. What they’ve done well: Whether what’s mentioned above is truth or not, Chick-Fil-A has been doing a good job at addressing each issue with a statement of their own on their Facebook page – where the crisis is heavily breaking out. There’s positive to learn from too! What Chick-Fil-A is doing right: This means that you need to address the crisis on each and every platform that the public is addressing and discussing it on. It’s important to have your message be heard by as many people as possible. Issuing their statements on Facebook is only half the battle when the other half of the viral chatter is taking place on Twitter. Why this is a bad idea: It is important to respond and be present wherever the crisis is taking place – in real-time.
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Mistake #3: Though the brand is responding to the crisis and publishing updates to their Facebook page, they have completely neglected Twitter – where the other half of the crisis is taking place. Why this is a bad idea: Wether true or not, this statement came out looking to many as another desperate, dishonest and pathetic attempt to save their reputation. When the Jim Henson Company announced that it would no longer partner with Chick-Fil-A due to the company’s anti-gay-marriage views and beliefs, Chick-Fil-A almost instantly released a statement saying that they would no longer be issuing Jim Henson toys within their kids meals on account of “possible safety issue”. (Potential) Mistake #2: Blatantly lying in a desperate attempt to save your brand from total embarrassment. Once you lose the trust of your customers and fans, it is very hard to get it back – and getting caught in such a dishonest, shallow and desperate attempt is a sure-fire way to instantly lose the trust and respect of your customers and fans. When you’re caught in such an attempt – and odds are you most definitely will get caught – you will pay for your schemes ten fold. Why this is a bad idea: Social media is based on truth and transparency, and when it comes to the Internet nothing stays buried long. (Potential) Mistake #1: There are allegations stating that, in an attempt to counter the negative comments overpowering their Facebook page, Chick-Fil-A created some fake Facebook accounts in order to leave supportive comments to their own page.
The point of this post is not to pass judgement on whether or not I believe any such allegations are true or false, but merely to offer helpful lessons of what to do or not to do when faced with a social media crisis. *Note: I say “(potential) mistakes” because there is no way of knowing, 100% for certain that the following allegations are true. It’s safe to say that Chick-Fil-A is in the midst of their very own social media crisis! Some (potential) mistakes Chick-Fil-A has made, and what you can learn from them Well, with a statement like that in this day and age you can surely imagine the backlash the chicken franchise has been experiencing! Since issuing this statement, Chick-Fil-A has lost control of their Facebook page, lost some long-standing partnerships, and have, in the midst of all of this, potentially made some very poor decisions. We are a family-owned business, a family-led business, and we are married to our first wives. ”We are very much supportive of the family - the biblical definition of the family unit. If you haven’t heard, Chick-Fil-A, an American fast food franchise, recently released a statement saying: