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Chick-Fil-A experienced a Crisis due to a statement they released to the Baptist Press saying, “We are very much supportive of the family – the biblical definition of the family unit. We are a family-owned business, a family—led business, and we are married to our first wives. We give God thanks for that” (Agnes, 2012). This statement ignited a huge debate particularly on social media sites such as facebook and twitter. The comments shared on social media sites were definitely not positive towards chick-fil-a as a company.
A social media crisis is especially unpleasant because it tends to spread and intensify at an alarming rate. People can easily share posts and comment their opinions on the topic. This caused Chick-Fil-A to quickly lose control of their social media sites.
The debate hit the streets when many people decided to boycott the restaurant as well as protest in front of many locations. For example, “The Gay & Lesbian Alliance Against Defamation (GLAAD), meanwhile, is promoting a National Same-Sex Kiss Day to be held at Chick-fil-A restaurants across the country on August 3” (Aarthun, 2012).
There are many ways Chick-Fil-A could have improved the way the crisis was handled. First and foremost the rule is to be very cautious when sharing your religious views, that doesn’t mean that you can’t share you religious view it just means that when sharing it make sure you are cautious. Secondly, In order to gain back control of their social media sites chick-fil-a should have wrote a well thought out apology to anyone they may have offended to share on their facebook, twitter and to share public on a news station.
Angnes, Melissa. (July 30,2012). Lessons to Learn From Chick-Fil-A’s Social Media Crisis. Retrieved from http://www.melissaagnescrisismanagement.com/5-lessons-to-learn-from-chick-fil-as-social-media-crisis/
Aarthun, Sarah. (July 28, 2012). Chick-Fil-A wades into a fast-food fight over same-sex marriage rights. Retrieved fromhttp://www.cnn.com/2012/07/27/us/chick-fil-a-controversy/index.html