25 Jan How Social Media Campaigns can Go Wrong. It did for McDonald’s!! Lesson to Learn.
Who could imagine that a giant corporation like McDonalds could ever land in soup with their social media campaign. Yes it did happen recently when a twitter campaign run by McDonalds backfired on them. People began sharing wrong #McDStories. Definitely the fast food giant isn’t lovin it!
On Thursday McDonalds started off with the hashtag #MeetTheFarmers. The strategy behind this campaign was to draw its customers’ attention and to re-emphasize the brand’s promise of fresh produce. However, then the burger company used a vague hashtag that proved quite dangerous: “When u make something w/ pride, people can taste it,” McD potato supplier #McDstories. Both the hashtags #meetthefarmers and #McDstories proved quite detrimental for McDonald’s when people and started sharing some horrible stuff that no company would like on their social media landscape and this outburst of hatred could negatively influence the customers.
One of the worst attacks on the fast food giant was: @MuzzaFuzza who wrote ‘I haven’t been to McDonalds in years, because I’d rather eat my own diarrhea.’ Here are some more of the outbursts (courtesy: thedailymail)
Lesson to Learn
Social Media is a two-way communication process. The control does not lie solely in the hands of the company but in the hands of the users, customers, tweeters, facebookers….Social Media is powerful in its virality. It can spread positive word of mouth among a company’s target market and help build a strong brand, however, at the same time it can spread negative emotions and viewpoints like a wild fire.
Therefore it is very important to have a well thought out social media strategy, company policies on social media and most importantly proper content strategy. We are sure McDonald’s had all of that in place and yes sometimes in a space like social media things can go out of control even though when you try to do everything right. How companies can prevent this is by constantly monitoring the campaign and doing sentiment analysis of the kind of comments people are posting to prevent unrepairable damage to the brand.