Recognize the essential elements of a social media crisis communication plan
Understand the importance of being transparent and responding quickly during a social media crisis
Understand how to analyze and learn from a social media crisis after it has happened
KFC Ran Out of Chicken
KFC, short for Kentucky Fried Chicken, is a global fast-food restaurant chain known for its fried chicken. Running out of chicken for KFC is definitely a crisis. Watch how they responded with humor to keep from alienating their customers.
How can humor be used effectively without minimizing the severity of the crisis or offending affected parties?
The key to using humor effectively lies in understanding the context of the crisis and the audience’s perception. Context includes the nature and severity of the crisis, the cultural and emotional state of the affected parties, and the company’s established brand voice and values.
Consider the following:
Severity Assessment: Assess the severity of the crisis. Humor is generally more appropriate for minor issues or misunderstandings rather than serious problems involving safety, legal issues, or significant harm.
Audience Sensitivity: Consider the emotional state and cultural background of your audience. Humor should be light-hearted and inoffensive, ensuring it does not belittle the concerns or experiences of those affected.
Brand Consistency: Ensure the humor aligns with the company’s brand voice and values. If the brand is known for its witty and playful tone, humor might be more acceptable. However, for brands that are typically serious or formal, humor might seem out of place.
Timing and Delivery: Timing is crucial. Before employing humor, address the issue sincerely and provide necessary information or apologies. Once the immediate concerns are handled, humor can be used to lighten the mood and show a human side to the brand.
Empathy and Respect: Ensure the humor is empathetic and respectful. Avoid jokes that could be seen as dismissive or insensitive to the situation. The goal is to connect with the audience, not to alienate them.