Should your business website be your soapbox?

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(MoneyWatch) The Chick-fil-A controversy brought to light the risks of a business taking a provocative public stand on a political, social or religious issue. The privately-held fast food chain did so on a highly visible national scale, but the same thing happens every day -- albeit much more quietly -- at the small business level. Like any individual, the owner of a private company has the right to take any position or say pretty much anything he or she wants. But is it in the best interest of a business to put that right to the test?

I'm surprised, and at times turned off, when I read what I would describe as "intensely personal" content (no, not that kind) on a commercial website. It's usually a small business owner espousing strong religious or political views, perhaps as part of a mission statement, or on an "about us" page. Sometimes it's subtle, other times as unambiguous and strongly worded as a sermon.

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Before people start marching in my direction with angry-mob torches, I'm not passing judgment on anyone's views or their right to express them; I am as ardent a defender of our Constitutional liberties as you'll find. And it's not a question of whether these owners' points of view agree or disagree with my own. I'm simply questioning, as a fellow owner and an advisor, whether it is a good idea to proselytize in a forum presumably intended to do business. In some cases, it may well be; in others, probably not. I think it can be boiled down to a four question test:

1. What's your priority, doing business or promoting your personal message/philosophy? This isn't meant to sound provocative, it's a serious question. There are, in fact, some people who feel that their companies genuinely exist to serve a purpose above or beyond the usual profit motive. But if the honest goals of your business -- like most -- are to sell things, serve people and employ others, and inevitably make a fair profit and a living, then using it as a pulpit or podium might not be serving your commercial purpose.

2. Does your message apply to your product or audience? This is the easy one: If your personal message is clearly aligned with your market, then absolutely shout it. If your business sells religious goods, obviously religious messaging that complements it is appropriate. If you sell hunting equipment, you probably won't turn off any prospective customers by supporting Second Amendment rights. And if your business caters to a distinct ethnic, socio/political, or other defined interest group, then clearly anything you say in support of that group supports your business as well.

3. Is your message/philosophy likely to alienate, offend, or otherwise put off many visitors, and if so, do you care? Again, not meant to provoke. I know there are owners out there who would say, "I really don't care what people think, this is what I/we stand for, and if people don't like it, they don't have to do business with me." But this circles back to the first question: Is your priority to do business or spread your message? Those same owners might say "both," but I'd argue that if you're alienating a significant number of customers -- and consequently hurting your business -- in the service of a personal agenda, it is hard to say you consider your business a true priority.

Of course, if you are actually in the business of being offensive (humor sites, T-shirts with provocative graphics, etc.), then you're good to go.

4. Do you have an alternative forum for your personal views? By questioning the use of commercial sites for personal expression, I'm by no means suggesting that people must keep their beliefs to themselves -- that's a personal choice, and again, a freedom that's thankfully protected. But with so many avenues of communication, from social networks to blogs to common interest websites and forums, there is no shortage of opportunity to spread whatever word you want to spread. With all of these channels at your disposal, is there a real reason to use your business as a platform? If you can fully run your business and fully express yourself without co-mingling the two, perhaps that's an ideal approach. You might say the old cliche "Don't bring your work home with you" applies in reverse as well.

So let's go back to chicken sandwiches. Chic-fil-A is a $4 billion company, with a president who clearly has feelings, on a very divisive issue, so intense that perhaps he felt his business was big and strong enough to handle whatever backlash came of him taking a stand. As you'd expect, it did get an initial burst of support from a like-minded contingency. However, that was short-lived, and the company's overall brand image, as measured by the sophisticated YouGov BrandIndex score, took a massive hit, plummeting by roughly half in most areas of the country, and dropping below the national average for the top nationsl QSR (Quick Service Restaurant) sector. And some analysts are skeptical as to whether its brand value will fully recover in the foreseeable future.

So was it worth it? Hard to imagine it was. Would Chick-fil-A do it all over again? I doubt it, but who knows -- people with fiercely strong opinions often stand behind them come hell or high water.

For most companies, I think this excerpt from an article in the Business Insider offers reasonable and prudent guidance worth considering:

"CEOs should be wary of making controversial personal statements when they are representing the business they run. Freedom of speech is not the issue because those that disagree with the controversial statements also have the same right... The brand represents the relationship between the company and its constituents. All executives have the responsibility to properly manage that relationship when they speak for the companies they run."

[hessmj]

Interesting new development in the Chick-fil-A story, I think telling:

http://content.usatoday.com/communities/ondeadline/post/2012/09/19/chick-fil-a-money-anti-gay-equality/70000734/1?csp=hf#.UFsSP41lSSo

[saucymugwump]

Michael Hess wrote: "Would Chick-fil-A do it all over again?"

Since you obviously never frequent Chick-fil-A, I'll answer your question. Before the controversy, their restaurants were busy, but not packed. Since then, they are jammed with customers, mostly families, but also teenagers. Not only did Chick-fil-A increase their business, many people voted with their pocketbook (and stomach).

Michael Hess wrote: "the company's overall brand image ... took a massive hit"

Where, in San Francisco?

[hessmj]

Thanks for your comments. The company does not have any restaurants in my area, but as a frequent traveler I get around to a few of their airport locations here and there. Good chicken.

As you the consequences, if you read the article you'll see I said nothing about sales. It's a private company and it doesn't disclose information as to sales before and after the controversy. I don't know if you have inside information to support your comment that their business has increased, but industry experts -- based on available information and customer research -- don't necessarily agree.

The brand image information, available at the link in the story, was from an independent organization that provides scientifically-researched brand data, and if you read it you'll see that the company lost significant ground in most regions of the country.

I don't know how many Chick-fil-A restaurants you frequent, but it sounds like you visit many more of them than I do, so if you tell me they're all busier than ever, I'll take your first-hand word for it. I'll also assume your comment about San Francisco -- with which many people would take exception -- suggests you might agree with the company's socio/political position.

So between your loyal patronage of the chain and your apparent agreement with its stance, I'd deduce (and forgive me if I'm wrong) that you are a dedicated Chick-fil-A fan. Any company is fortunate to have customers like that, and I did not suggest that the company has lost dedicated customers like you, only questioned whether the episode was worth the "net" fallout.

Thanks again for your point of view.

[HolyCackle]

I really appreciate this article. The daycare my children attend has a dance teacher come in from the community to teach dance lessons for a very reasonable fee. However, when I checked out her website one night innocently looking for videos, so I could explain to my son what it meant to take dance lessons, I saw this option in her menu of services: "God's Plan for You".

Warily, I held my breath and clicked on it. There, the text began, "God believes we are all sinners..." and went on from there. Being of an alternative and often misunderstood spirituality myself, and having had some bad experiences with proselytizing, fire-and-brimstone Christians, I was immediately turned off and didn't see how I could spend money (which we really don't have much of) to support someone who would think less of me because I don't agree with her own spirituality--if she knew.

I spoke to a few people at the school about what I saw on her website, but no one seemed very bothered by it. So, I let it go, and my child doesn't take dance lessons.

I would be curious to know how much business she loses or gains because of this section on her website. I also wonder if she ever proselytizes to the children, which I absolutely couldn't abide by.

[hessmj]

Wonderfully written and articulated comment, and nailed the issue exactly. You were perfectly happy to spend your hard-earned money for this service, only to call your decision into question by being put-off by the very personal point of view you discovered. The teacher is fortunate in that you decided to stay (I presume only for your childrens' sake, a noble and understandable reason to do so), but you are a reluctant customer at best, and many companies surely are not lucky enough to have people stick around under similar circumstances.

Thanks again for commenting.

[BlueMaxx100]

Well done. And I am one of those folks his chicken sandwiches served hot, tender, and without sociopolitical commentary. So I get my chicken fix at KFC, served quickly with a side order of cole slaw or a biscuit, not homophobic lecturing.
And I am no surprised to see that they took a hot on their brand identity and that usually 'intangible' line on a net worth/ P&L statement.... They seemed to be seeking it!!!