As I normally do each weekend, I stay away from social media - unless it's Instagram or the occasional Facebook update.
So imagine my surprise when I found out that an entire weekend was spent on KFC Kids Meals and a very heated debate on whether or not they were actually healthy.
~Insert side glance~
This discussion happens a lot: Whether food is healthy - or not. Should it be fed to your kids (nieces, nephews, God-kids, etc.), or not. Should it be sold - or not. Should big brands label their foods - or not.
And on, and on, and on...
Just last week I was sharing my (very strong) anti-fast food opinion. It didn't go well. I didn't expect it to. That was it.
I didn't scream "uncle" and claim I was being bullied because I was the minority in that discussion. I didn't call on my friends to email those that (in private) "hated on" my opinion. I spoke (rather, wrote) my opinion, the facts, left it to those that had time to read it, and possibly learn from my opposing opinion.
I also shared, quite frankly I might add, that a bloggers association with a fast food company (or other companies for that matter), will be judged.
Yes. It. Will.
Yes. They. Will.
Grow up.
If you have a brand affinity, even you are the minority, LEARN THE FACTS and SPEAK-UP.
Stand-up for what you believe in and debate (notice I didn't use the word "fight") intelligently.
Bloggers that are not prepared to debate an opposing opinion (about their brand affiliation) should not work with said brand. If the brand doesn't provide bloggers with key messages and a social media guide when they hire them, bloggers should walk away.
Period.
The reality is, for any situation there's usually two guilty parties, if not more. In this case, KFC also has "esplaining" to do.
Number one: Why would KFC NOT tell their blogger ambassadors what words to use, or not, when describing their menu?
It seems obvious to me, but "healthy" should never be used when describing anything fried, or man-produced.
Number two: Why would KFC stay out of it and let bloggers, that obviously had no idea how to debate and respond, brawl on Twitter?
I get it - 140 characters won't get an entire message across. BUT, it could be used to simply say: "We hear your concerns and apologize for "healthy" used to describe our lower-calories meals for children."
Number three: KFC could then close-up this debacle with a press release and a personal message on their Facebook page.
Why has this not been done?
Truth be told, there will always be people that love fast food (I am guilty of craving KFC's cole slaw), and there will always be people that will be against eating (and feeding others) fast food.
Now what?
With the growth of social media, a strategic crisis communications plan and blogger guidelines should be created before another (preventable) online debacle happens.
Prevent - answer - solution --- > remember that?
But most importantly, brands, and agencies, should hire people that get it.
That goes for both Social Media Strategists and Bloggers.
Lucky me. I just happen to know a few.
~wink, wink~