{"id":1388,"date":"2024-02-01T18:29:43","date_gmt":"2024-02-01T18:29:43","guid":{"rendered":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/?post_type=chapter&#038;p=1388"},"modified":"2024-07-26T09:02:26","modified_gmt":"2024-07-26T09:02:26","slug":"apply-it-recruitment-and-employee-advocacy","status":"publish","type":"chapter","link":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/chapter\/apply-it-recruitment-and-employee-advocacy\/","title":{"raw":"Apply It: Social Media Crisis Management","rendered":"Apply It: Social Media Crisis Management"},"content":{"raw":"<section class=\"textbox learningGoals\">\r\n<ul>\r\n\t<li>Recognize the essential elements of a social media crisis communication plan<\/li>\r\n\t<li>Understand the importance of being transparent and responding quickly during a social media crisis<\/li>\r\n\t<li>Understand how to analyze and learn from a social media crisis after it has happened<\/li>\r\n<\/ul>\r\n<\/section>\r\n<h2>KFC Ran Out of Chicken<\/h2>\r\n<p>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.<\/p>\r\n<section class=\"textbox watchIt\">\r\n<p><iframe src=\"\/\/plugin.3playmedia.com\/show?mf=12272657&amp;p3sdk_version=1.10.1&amp;p=20361&amp;pt=375&amp;video_id=DjXzczK8CSQ&amp;video_target=tpm-plugin-vddury8h-DjXzczK8CSQ\" width=\"800px\" height=\"450px\" frameborder=\"0\" marginwidth=\"0px\" marginheight=\"0px\"><\/iframe><\/p>\r\n<p>You can view the\u00a0<a href=\"https:\/\/course-building.s3.us-west-2.amazonaws.com\/BCommMgrs\/Transcripts\/TheDayKFCRanOutofChicken_transcript.txt\" target=\"_blank\" rel=\"noopener\">transcript for \"The Day KFC Ran Out of Chicken\" here (opens in new window).<\/a><\/p>\r\n<\/section>\r\n<section class=\"textbox connectIt\">\r\n<h3>How can humor be used effectively without minimizing the severity of the crisis or offending affected parties?<\/h3>\r\n<p><br \/>\r\n[reveal-answer q=\"1528\"]Click to Show Sample Answer[\/reveal-answer]<br \/>\r\n[hidden-answer a=\"1528\"]The key to using humor effectively lies in understanding the context of the crisis and the audience\u2019s perception. Context includes the nature and severity of the crisis, the cultural and emotional state of the affected parties, and the company\u2019s established brand voice and values.<\/p>\r\n<p>Consider the following:<\/p>\r\n<ul>\r\n\t<li>\r\n<p><strong>Severity Assessment<\/strong>: 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.<\/p>\r\n<\/li>\r\n\t<li>\r\n<p><strong>Audience Sensitivity<\/strong>: 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.<\/p>\r\n<\/li>\r\n\t<li>\r\n<p><strong>Brand Consistency<\/strong>: Ensure the humor aligns with the company\u2019s 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.<\/p>\r\n<\/li>\r\n\t<li>\r\n<p><strong>Timing and Delivery<\/strong>: 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.<\/p>\r\n<\/li>\r\n\t<li>\r\n<p><strong>Empathy and Respect<\/strong>: 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.<\/p>\r\n<\/li>\r\n<\/ul>\r\n<p>[\/hidden-answer]<\/p>\r\n<\/section>\r\n<p>&nbsp;<\/p>","rendered":"<section class=\"textbox learningGoals\">\n<ul>\n<li>Recognize the essential elements of a social media crisis communication plan<\/li>\n<li>Understand the importance of being transparent and responding quickly during a social media crisis<\/li>\n<li>Understand how to analyze and learn from a social media crisis after it has happened<\/li>\n<\/ul>\n<\/section>\n<h2>KFC Ran Out of Chicken<\/h2>\n<p>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.<\/p>\n<section class=\"textbox watchIt\">\n<p><iframe loading=\"lazy\" src=\"\/\/plugin.3playmedia.com\/show?mf=12272657&amp;p3sdk_version=1.10.1&amp;p=20361&amp;pt=375&amp;video_id=DjXzczK8CSQ&amp;video_target=tpm-plugin-vddury8h-DjXzczK8CSQ\" width=\"800px\" height=\"450px\" frameborder=\"0\" marginwidth=\"0px\" marginheight=\"0px\"><\/iframe><\/p>\n<p>You can view the\u00a0<a href=\"https:\/\/course-building.s3.us-west-2.amazonaws.com\/BCommMgrs\/Transcripts\/TheDayKFCRanOutofChicken_transcript.txt\" target=\"_blank\" rel=\"noopener\">transcript for &#8220;The Day KFC Ran Out of Chicken&#8221; here (opens in new window).<\/a><\/p>\n<\/section>\n<section class=\"textbox connectIt\">\n<h3>How can humor be used effectively without minimizing the severity of the crisis or offending affected parties?<\/h3>\n<div class=\"wp-nocaption \"><\/div>\n<div class=\"qa-wrapper\" style=\"display: block\"><button class=\"show-answer show-answer-button collapsed\" data-target=\"q1528\">Click to Show Sample Answer<\/button><\/p>\n<div id=\"q1528\" class=\"hidden-answer\" style=\"display: none\">The key to using humor effectively lies in understanding the context of the crisis and the audience\u2019s perception. Context includes the nature and severity of the crisis, the cultural and emotional state of the affected parties, and the company\u2019s established brand voice and values.<\/p>\n<p>Consider the following:<\/p>\n<ul>\n<li>\n<p><strong>Severity Assessment<\/strong>: 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.<\/p>\n<\/li>\n<li>\n<p><strong>Audience Sensitivity<\/strong>: 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.<\/p>\n<\/li>\n<li>\n<p><strong>Brand Consistency<\/strong>: Ensure the humor aligns with the company\u2019s 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.<\/p>\n<\/li>\n<li>\n<p><strong>Timing and Delivery<\/strong>: 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.<\/p>\n<\/li>\n<li>\n<p><strong>Empathy and Respect<\/strong>: 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.<\/p>\n<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/section>\n<p>&nbsp;<\/p>\n","protected":false},"author":23,"menu_order":22,"template":"","meta":{"_candela_citation":"[{\"type\":\"pd\",\"description\":\"Adapted from material created using ChatGPT\",\"author\":\"Lumen Learning\",\"organization\":\"OpenAI\",\"url\":\"\",\"project\":\"\",\"license\":\"pd\",\"license_terms\":\"\"},{\"type\":\"copyrighted_video\",\"description\":\"The Day KFC Ran Out of Chicken\",\"author\":\"Food Thoughts\",\"organization\":\"\",\"url\":\"https:\/\/youtu.be\/DjXzczK8CSQ\",\"project\":\"\",\"license\":\"other\",\"license_terms\":\"Standard YouTube License\"}]","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"part":491,"module-header":"apply_it","content_attributions":[{"type":"pd","description":"Adapted from material created using ChatGPT","author":"Lumen Learning","organization":"OpenAI","url":"","project":"","license":"pd","license_terms":""},{"type":"copyrighted_video","description":"The Day KFC Ran Out of Chicken","author":"Food Thoughts","organization":"","url":"https:\/\/youtu.be\/DjXzczK8CSQ","project":"","license":"other","license_terms":"Standard YouTube License"}],"internal_book_links":[],"video_content":null,"cc_video_embed_content":{"cc_scripts":"","media_targets":[]},"try_it_collection":null,"_links":{"self":[{"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/chapters\/1388"}],"collection":[{"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/wp\/v2\/users\/23"}],"version-history":[{"count":7,"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/chapters\/1388\/revisions"}],"predecessor-version":[{"id":4585,"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/chapters\/1388\/revisions\/4585"}],"part":[{"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/parts\/491"}],"metadata":[{"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/chapters\/1388\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/wp\/v2\/media?parent=1388"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/chapter-type?post=1388"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/wp\/v2\/contributor?post=1388"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/wp\/v2\/license?post=1388"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}