KFC and an unexpected change of the Facebook profile picture
It has happened more than once that a large fan page on Facebook or an Instagram account has been taken over by an outsider. This time we were surprised by the change of the profile picture on the KFC Polska Facebook account. Instead of the standard, recognizable KFC logo, fans (and not only) were surprised by a black and white photo of a young person with a partially covered face. So what could have happened?
Below is a photo that caused so much confusion (link). It was published in the morning of January 6 on Epiphany. After nearly 4 hours, it gained over 34 thousand. reactions, nearly 5,000 comments and 3.5 thousand. shares. This is definitely more than other KFC Polska posts!
The KFC logo on Facebook is a planned action?
There are two reasons for the change logotype or other, let’s call it nicely, non-standard and surprising actions on brand profiles in social media. The first is the most common account takeover in the world by a person from outside the group of administrators. Losing an account is either the result of a hacker attack or the carelessness of an administrator who leaves or loses a mobile phone / laptop. Fortunately, devices are secured with a password or a finger scan or an eye scan (Microsoft Windows). As a result, 99 percent. In case of inattentive admins get away with it.
In case of “sinister takeovers” you can resort to Facebook and get your account back. This process is even faster when you have a large fan page, regularly spend large amounts of money promoting its content and have your own maintainer at the Facebook office. KFC Polska’s clients are rather 😉
On the other hand, being a big fan of the brand known throughout the country, you are probably under the constant (i.e. 24/7) care of a moderator who should immediately inform the appropriate people in the company, agency or Facebook about the situation. Meanwhile, the new profile was present on the KFC Poland profile for about 4 hours. In addition, the news spread around the marketing industry at lightning speed, so it certainly had to reach a person associated with or working for one of the most famous fastfood chains in Poland. Assuming that today is a holiday and not everyone could be on full alert, do you think that such reaction time is within the limits of decency?
After a few hours, the following entry appeared on the KFC Polska fan page, who explained everything:
Relax, it’s not a mistake on our part, nor is it a hacker attack. We changed our main photo to thank Boris,…
Gepostet von KFC am Montag, 6th Januar 2020
Other fan pages also “fell victim to the change profile ”?
These include Predator Gaming (nearly 800,000 fans), Xiaomi Lepsze (19,000 fans) or Kozackie Cars (10,000 fans). Until the matter was cleared, these accounts might have been “victimized” as well, but these were the actions of RTM. The owner of “Cossack Cars” (greetings and I invite you to like the fan page by automotive freaks) confirmed the actions of RTM, while denying the actions of other people. Below is the comment we received on the current results of the profile change:
Well over a thousand reactions under this photo are impressive, but the number of likes on the page did not translate much (a dozen likes to minus and more or less the same later to plus). It is known that I will return to my logo by default, it is only a temporary change. I think this loss of likes comes from people who are strictly for the automotive industry (photography) and they don’t want to see the internet as a kind of phenomenon, a phenomenon.
How did Facebook users react to the change of the profile photo on KFC Poland?
We could observe a whole range of reactions: from laughter, through mockery, and ending with quick investigations to find the source of the profile photo. It turned out that this photo was published on the private profile of Borys Sikorski in October 2018 (link). What’s more, the account owner did not hide his love for KFC, which can be seen despite the fact that we do not have access to his friends and other posts.
Spam accounts appeared in the comments under the profile, which meant other profiles. You can see very clearly how in one minute there were comments similar to those below.
There were also a lot of funny comments. The situation was undoubtedly benefited by the Facebook profile of one of the most famous YouTube channels in Poland, “Topowa Dycha”, which received over 7,000 reactions under its commentary.
Could it have ended worse? (in case of account hacking)
Yes. It is enough for the person who took over the account to start posting offensive, malicious comments on other fan pages on behalf of the website. In this way, it would expose KFC Polska to much greater problems. Especially when comments would appear under the profiles of politicians or celebrities. Imagine the KFC’s comment in a post by a leading political party in which it is very critical about their activities? Brick crisis of the year! There are also private conversations in which it is easy to offend consumers and make screenshots available on their profiles.
But since it was a planned action… it is worth considering whether it was successful. Here I have mixed feelings, because more than once such playing with fans has caused hiccups to brands or influencers (for example Maffashion from Orange or Wojtek and Reserved). Sometimes it is not worth looking for publicity for the sake of publicity, especially when we touch on such a sensitive topic as data privacy or the possibility of losing social media accounts. We will probably never know how the action influenced the sales results. For example, I would love to see today’s online order chart broken down by hour and compare it to another holiday day.
The next point is access to the news archive. What might people who spoke privately to KFC moderators think and suddenly there was a risk that these conversations might no longer be private? Many brands organize contests on Facebook, and sensitive data for sending prizes (home address, telephone number) are provided through this channel.
Or maybe a mishap that has been neatly covered?
Your doubts and one of the possible scenarios in the whole situation was described by Kamil Mirowski from Mr.Social:
What really happened on the KFC profile? We’ll never know that. We can look for various scenarios – from planned marketing activities to the incompetence of a junior intern who happened to be on duty on the brand’s profile, or a hacking attack. The latter is supported by the fact that the explanation for the appearance of this photo appeared only after a few hours. When planning marketing campaigns that may evoke similar emotions, you should rather be prepared for an immediate reaction, or (which would be even better) before changing your profile – inform the community that this is going to happen and why. Everything would be clear. But… There wouldn’t be such ranges then. So maybe it was planned after all? Only, is the additional coverage on one post worth considering, or is KFC not dimming? People don’t like fake. We have seen it many times on social media. For example, when the “I don’t run” page, intended to be the center of the non-runner movement, turned out to be the side of the diarrhea remedy. I consider the very idea of changing the profile picture to a picture of a real fan of the brand perfect! Huge respect for the courage on the part of the brand that decided to take such a step. But is it really consciously? After the fact, however, was the story of the slip-up made up? After the comments under the explanation, you can see that consumers are not convinced. What impact will the entire action have on the brand? Probably none. But in our marketing environment we can discuss.
How would you rate the action with KFC Polska? Write in the comment here or under the post on the Whysosocial fan page.
Case study: Lenor at the Macademian Girl