Hammad Siddiqui - Capacity Building Expert, Trainer and Change Leader.
Sunday, September 23, 2012
What to do When Social Media Bites - Check what McDonald's Did
In this era of Social Media, large brands are generally more enthusiastic and try to engage people in discussions around their brand. This could however backfire too – In case of McDonald’s which is one of the top global brands in fast food restaurant business, it really was extremely damaging! Company spends millions of Dollars in branding strategies and social media is one of the key components ofMcDonald’s Branding Strategy.
Despite all this careful psychological validation, earlier this year McDonalds got amassive reputational hit when it ran its Twitter Campaign. It was a simple effort to engage people in sharing their experiences at McDonald’s restaurants around the world. Hashtag for the campaign was #McStories.
For McDonald’s Social Media Team, this could be a simple campaign, but they never realized that #McStories is an excellent opportunity for promoting stories that are not in favor of the restaurant. The hashtag went viral soon with people sharing their worst experiences. Initially there were few negative tweets, but soon everyone started following the Twitter Trend and phenomenal tweets started pouring in from every corner, retrieval was impossible!