The “Other” Beyoncé Effect:

Yet Another Company Forgot About the Don’t Mess With Beyoncé Rule

When Bey name-dropped Red Lobster in her song “Formation,” sales for the restaurant spiked 33 percent. But just as she giveth, Beyoncé also taketh away, this time in the form of her fans flooding Chick-fil-A’s social media pages with their usual tactic of emoji warfare. The lemon emoji and the bee emoji has taken over the comment section of Chick-fil-a’s Instagram photos, and showing now signs of slowing down:

Source: Yet Another Company Forgot About the Don’t Mess With Beyoncé Rule | E! News

+Commentary: While reporting on the various effects Beyoncé can have on social media, this E! News story highlights the danger brands, but even individuals, face when they think they are being funny and that humor leads to unintended consequences. Whether you are ‘seriously’ reporting on a trend like Cosmo, or trying to comment on the history of an A-List celebrity’s hair like Vogue, or if you are just failing at an attempt to brand the Superbowl Halftime with trashy humor by Hefty.

Those are just some of the most egregious we’ve covered, but 2016 started off with even the Times Square Ball sending and then deleting an offensive tweet, so maybe it is ‘on trend’ to attempt to be edgy with your humor, maybe even a reflection that millennials may be running these accounts with less oversight, or simply the fact that it is an echo chamber which no one pays any real attention towards.

We’ve stated time and again why Twitter is in trouble, and that while it might not seem to Wall Street there is still much mileage left in the platform. When was the last time you got your most up-to-date breaking news from another social platform? It is hard, Facebook lags, is always debating something a day late & a dollar short, and though we’ve seen commentary stating people are getting their news from Instagram, that sounds too much like wishful thinking, even if it was from a respected data scientist.

This sort of behavior, which can be achieved with a relatively small amount of people actually, is something we constantly reinforce here, not just as a matter of personal responsibility; but one these social media platforms must address. They’ve let this sort of behavior fester, contributing to churn rates, and other negative brand consequences.