Mixed Messages in a Social Media World
Burger Kings’ misinterpreted Twitter ad
In a world prevailed by social media, every individual has their own opinion and some use these platforms as a way to voice their thoughts. When a plethora of opinions are voiced on social media it can be backfired. However, the reverse can also happen- social media can act as a platform for united opinions forming together and taking a stance on an issue, especially when it comes to brands.
Social media for brands can be two ways- either it’s the brand’s fault or a consumer might post a bad review, which in turn harms the brand’s image. In the Burger King 2021 example, the brand posted an ad stating “Women Belong in the Kitchen” in an attempt to promote scholarships for culinary education. However, the message of this ad was misinterpreted and perceived to be sexist, resulting in many Twitter comments and a social media crisis.
Was it Avoidable?
In my opinion, just by reading this message, the ad might have worked in the 1950s when it was the societal norm for women to run the household and cook in the kitchen for their families. However, in the 21st century when times are changing and gender roles have evolved, I don’t think this ad’s message is appropriate, even though it was not the brand’s intention to portray such an outcome. The message headline could have been easily avoided if more thought went into the message and during the crafting stage.
Additionally, if more context was given in the ad the message would not have been misinterpreted and thus could have been avoided. The large print ad showcases the full text in a large font that details the idea of Burger King’s H.E.R. (Helping Equalize Restaurants) campaign and how the brand is promoting more women head chefs in the restaurant industry. If Burger King had included this meaning in its ad and reworded its main message this social media crisis could have been easily avoided.
Who is to Blame?
In this case, the social media crisis was created by the brand itself as they crafted a message which had biased implications and didn’t see the alternative meaning of its message. Many people on Twitter were disappointed with the brand and the wording of their message. Whilst Burger King is known for their witty tweets this particular tweet crossed the line, especially when the main message can be interpreted in isolation and not necessarily part of the whole ad campaign.
Crisis Control:
Burger King managed the crisis well by removing the tweet on the same day and posting a follow-up tweet explaining its reasons for the post. Whilst there were many abusive comments in the thread, the brand did a good job of stating that they don’t want this platform to be used for this purpose and thus decided to remove the post immediately before the situation got worse.
In addition to Burger King apologizing the brand also released a statement acknowledging their mistake:
“We are committed to helping women break through a male-dominated culinary culture in the world’s fine dining restaurants — and sometimes that requires drawing attention to the problem we’re trying to help fix. Our tweet in the UK today was designed to draw attention to the fact that only a small percentage of chefs and head chefs are women. It was our mistake to not include the full explanation in our initial tweet and have adjusted our activity moving forward because we’re sure that when people read the entirety of our commitment, they will share our belief in this important opportunity.”
Overall, Burger King’s misuse of words and lack of context created a social media crisis on Twitter. However, by taking immediate action of removing the post, explaining their message in the context of the ad, and apologizing to the public, the brand managed the crisis well and avoided adding more fuel to the fire.
