By Gerard Braud
A soft drink cup at KFC screamed, “SOCIAL MEDIA FORCE FIT,” as I munched on my original recipe drum stick. The cup had the hashtag “#HowDoYouKFC?”
Nothing says uncool like adults trying to get young people to be cool by doing something uncool in an attempt to be cool. (Did you follow that?) In other words, the executives and advertising team at KFC are trying to capitalize on social media hashtags with the expectations that their youthful customers will post pictures and KFC comments.
Would you post a photo and comment about your KFC?
In my training programs I always challenge the communicators and public relations attendees to determine if social media is the right fit, the wrong fit, or a force fit for the company or brand they represent.
I also challenge them to determine if they are a social media hypocrite. A social media hypocrite would be defined as someone who promotes their brand, while never really using social media to follow other brands. For example, if you manage social media for a hospital, do you promote the hospital expecting everyone to like your Facebook page, yet you never really follow your own doctor on Facebook? Do you follow your bank’s Facebook page, or your grocery store’s Facebook page?
In the case of KFC, you only need to visit Twitter to see that @KFC or #HowDoYouKFC has only marginal activity. You can also visit their Facebook page to see there is marginal activity around the hashtag campaign.
Some brands are consumer eye candy and a perfect fit for social media. Some brands don’t have enough appeal to get the pop social media can sometimes bring.
How do you use social media where you work? Are you posting on a page that no one really likes or follows? If yes, you may be exemplifying a social media force fit.