KFC has taken on a more active approach to social media to face the issue directly

KFC has taken on a more active approach to social media to face the issue directly

Mar 13, 2013

"After a slow start in reacting to the crisis late last year, KFC has taken on a more active approach to social media to face the issue directly. They have increased activity on their own Weibo and RenRen accounts, including responding to many of the comments about the crisis and by engaging media key opinion leaders. They will share news articles about the crisis on their Weibo account which in turn creates more buzz," said Sam Flemming, founder and chairman of Shanghai-based social-media research and consulting firm CIC.

Though crisis communication plans typically call for striking hard and fast, Yum CEO David Novak said in early February there was no need to rush into a marketing campaign. "We could be wasting a lot of money right now doing marketing," he said. "We need to give it time."

Resource: http://adage.com/article/global-news/chicken-poetry-helping-kfc-recover-china-scandal/240319/