Chick-fil-A’s Turf Toe
Recently a Chick-fil-A executive made a statement that caused a bit of a stir in the media and, especially, online. Yesterday, Gizmodo reported that Chick-fil-A (or someone representing them) created fake Facebook accounts (complete with stock photo profile photos) just to defend the company online.
Chick-fil-A denies this charge, but it brings up a very important piece of advice for companies trying to navigate the digital landscape: Do not make fake accounts.
It’s awfully tempting for companies that see criticism online to want to jump in there and post in their own defense. And since an official response may not be taken at its word, some companies engage in what’s known as astroturfing (I’m sure much to the chagrin of the presumably fine people who make imitation grass sporting surfaces), which is meant to look like grassroots support, but falls short on closer examination.
What makes astroturfing even worse is that it’s often not even necessary. If CFA did indeed create these accounts, they’ve just made themselves worse. Their fans had already come to their defense, with Fox News correspondent (and former presidential candidate) Mike Huckabee already calling for a Chick-fil-A Appreciation Day.
In the best case, astroturfing just costs a lot of money and fools no-one. In the worst case, your brand could be tarnished long-term (but you won’t be around to see it, because you’ll be fired).