Negative Social Media: What Your Brand can Learn from Chipotle
In recent weeks, Chipotle has found itself at the center of a social media storm over allegations of smaller portion sizes. The controversy has gained significant traction, prompting CEO Brian Niccol to publicly address the issue. Here’s a closer look at how this unfolded and the lessons brands can learn from Chipotle’s response.
The Emergence of the "Chipotle Walkout" Trend
It all started with a viral TikTok trend dubbed the “Chipotle walkout,” where disgruntled customers walked out without paying if they felt their portion sizes were inadequate. Another trend saw customers filming their orders, hoping the presence of a camera would compel employees to serve larger portions.
The CEO’s Response
In an interview with Fortune, which quickly amassed over 13 million views on TikTok, Brian Niccol denied any reduction in portion sizes. He suggested that customers wanting more rice or pico de gallo should give a specific “look” to the staff, a gesture that was met with widespread ridicule and mockery on social media.
Niccol's advice for those desiring more meat was to simply pay for double portions. However, the idea that a non-verbal cue could influence serving sizes was seen as tone-deaf, leading to a flood of parody videos exaggerating Niccol's suggested “look.”
The Power of Viral Trends
The situation underscores the rapid influence of viral content on consumer perception. Social media platforms, particularly TikTok, have become powerful tools that can quickly amplify customer dissatisfaction. This phenomenon is not new; brands like Stanley have previously experienced a resurgence in popularity due to positive social media trends. However, when trends turn negative, the impact can be equally potent and far-reaching.
Lessons from the "Phone Rule"
Rapid Spread of Information: Social media allows information to disseminate quickly, often outpacing a brand's ability to respond. This can lead to significant reputation damage before the company has a chance to issue a statement.
Public Scrutiny and Backlash: Viral trends attract immense attention, both from consumers and the media, amplifying negative sentiments and creating a hostile environment for the brand. The Chipotle trend has now become a talking point in both local and national news.
Managing Misinformation: Negative trends often include misinformation or exaggerated claims. Brands must navigate the delicate balance of correcting falsehoods without appearing defensive, a challenge Chipotle faced with Niccol's comments.
Strategies for Managing Social Media Crises
Real-Time Monitoring: Utilize social media listening tools to detect emerging trends and potential crises early. Regular monitoring helps identify issues before they escalate.
Proactive Crisis Management: Have a crisis management plan that includes strategies for quick, transparent, and consistent communication. Vet your response with individuals who reflect your target audience to ensure it resonates appropriately.
Engaging with Influencers: Build positive relationships with influencers who can sway public opinion. Quick, authentic engagement with influential figures can help address concerns and shape the narrative positively.
Turning Negatives into Positives: Brands can turn negative trends into opportunities by addressing issues head-on and showing a commitment to improvement. For example, Domino's embraced their negative reviews and took public action, which resonated as sincere and authentic.
Conclusion
The Chipotle portion size controversy highlights the importance of agility and responsiveness in social media management. For senior marketers and CMOs, staying ahead of trends, engaging authentically with customers, and leveraging crises as opportunities are crucial for maintaining a strong brand reputation.
By adopting these strategies and having a robust crisis management plan, brands can navigate the complexities of social media, turning potential pitfalls into opportunities for growth and positive reinforcement.
