On Mondays, my friends and I put our college homework on hold for The Bachelor. My girlfriends and I treat ourselves with a Chick-Fil-A meal solely for this special occasion. What sounds more than reality tv show love than some good waffle fries, grilled nugs and lemonade?
Chick-Fil-A is a very successful company known for their incredible hospitality, service and their high-quality chicken. Chick-Fil-A has a large presence on numerous social media outlets, including:
- Twitter—972,800 followers
- Instagram—1.3 million followers
- Facebook—8 million likes
Recently, Chick-Fil-A impressed me with their newsjacking on Twitter. Newsjacking is the art of relating your organization and introducing creative ideas into what’s happening in the world. This is important for every organization to do, because this allows for your organization to stay relevant and creates good SEO (search engine optimization) –if done correctly.
Chick-Fil-A has tons of people on social media following them, which helps newsjacking work. The more people that follow your organization and see your post, the more comments, shares and buzz will be created. Thousands of people were talking about this hilarious sign, which also made its way on twitter when a person driving by took a picture of it and posted it.
Chick-Fil-A noticed that many people were buzzing about Colton, so they hopped on the bandwagon. This Chick-Fil-A restaurant had created a fun, relatable and sassy comment about Colton. In response to the post, Colton, the Bachelor himself, had a sassy comment. This created even more buzz in both The Bachelor and Chick-Fil-A nation!
There were over 30,000 impressions just on twitter alone. This is great because not only does this benefit their social media presence, but also their word of mouth. I can bet so many people have been talking about this. Going back to B.T. Barnum and all his glory, he emphasized how it doesn’t matter what people are saying about you it’s just important that they are.
Cautions to newsjacking
Other companies can benefit from Chick-Fil-A’s newsjacking techniques, because newsjacking can be a dangerous game if you’re not careful. Never is it appropriate to newsjack during a crisis or act of terror.
John P. David from HuffPost emphasizes to put in great thought into potential newsjacking opportunities and being timely. Visit HuffPost to learn more about the pros and cons of newsjacking https://www.huffingtonpost.com/john-p-david/post_10907_b_9045656.html.
Chick-Fil-A did a great job with this newsjacking example, because they related to a popular reality tv show with a sassy, yet appropriate comment.
Handling a potential newsjacking crisis
However, if a company is to come across a newsjacking-gone-wrong crisis, never delete the post. Deleting posts often make consumers think that company is guilty and trying to cover up their mistakes. Twitter is the social media outlet that is the most appropriate for newsjacking and is also where apologies should be addressed in a time of crisis.
Companies need to apologize to the everyone they negatively impacted with their inappropriate newsjacking. This may involve a general post addressing the situation and also direct messages to each complaint.
It is also important to use accommodative strategies during a crisis, rather than defensive. It is crucial to regain the trust of consumers and the public. So, if you and your organization is interested in being relevant in the current news and to your consumers’ lives, follow Chick-Fil-A’s methods of newsjacking.
Remember to be simple, creative and smart with your newsjacking. Use hashtags to boost your post but use them sparingly. Two to three hashtags are perfect for a post.
Follow Chick-Fil-A’s social media accounts to stay hip: