Management Communication

This assignment discusses the potential advantages and disadvantages of using social media in business, the different audiences McDonald's needs to address when using social media campaigns, and how Wion and his team can better design future Twitter campaigns for McDonald’s. It also includes a communication plan template for Wion to encourage better media relations and more accurate reporting.

Running head: MANAGEMENT COMMUNICATION
Management Communication
Name of the Student
Name of the University
Author Note

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Introduction
In case of the business environment, the use of social media is immense. It can
furthermore prove to be one of the most effective and an essential tool that brings lots of
advantages and disadvantages like effective communication with the clients, trafficking of the
websites and more. This assignment illustrates the strategies and moves by MacDonald’s for its
activities in the social media for effective media relations. The statement of thesis for the
assignment recognizes the possible issues the company faces while promoting social media
campaigns and initiate in the formation of a positive relation with the customers.
i. What are the potential advantages and disadvantages of an organization when using
social media?
Ans:. Apart from these handful number of advantages there are lots of disadvantages of the rapid
use of the platform of social media (Guesalaga 2016). These negative factors are generally
harmful for the business organization. One of the most examples of the disadvantage is the
negative ratings and feedbacks by the audience towards the product or the services of the
company. Some of the advantages of the business organization for the good use of the platform
of social media includes the following.
The Brand Awareness- The attractive and relevant contents in the platform of social media will
help the company towards grabbing attention of the customer and the new audiences towards the
increase in the visibility of the business brand.

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The Brand Reputation- The company business can furthermore be revised and improved by the
responses towards the industrial developmentand public responses.
The cost-effective platform- The platform of social media is much more cost effective and
cheaper compared to the regular advertisements and the activities related to promotions (Kavada
2015). This is because the maintenance cost of the social media platform and presence is very
much less as compared to the other options. The cost-effective plan is furthermore budget
friendly for the organization.
Webpage Trafficking - The social media contents and data help the organization to boost the
traffic of the organization’s webpage in the platform of social media. Webpage trafficking
furthermore leads to increased online conversations among the customer and the seller leading
more sales and generation of profit.
Customer interactions - High amount of positive feedbacks in the platform of social media helps
towards the attraction of new customers and clients (Pfeffer, Zorbach and Carley 2014). On the
other hand, negative feedbacks illustrate the areas for further improvement of the organization.
Brand Loyalty – The relationship and the connection with the clients via the platform of social
media will furthermore build brand loyalty and increase advocacy and preferences.
ii. Who are the different audiences McDonald's needs to address when using social media
campaigns?
Ans: The huge number of consumers, clients play one of the key roles towards the success of
McDonald’s through out ranking in the platform of social media.McDonald has more than 70

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million followers across the countries in the globe which is utilized by the company as a key tool
for initiating several activities in the platform of social media.
During the social media campaigns, McDonald’s requires to remember the different
categories of its audience in the platform of social media. These categories include both the
positive and the negative recipients. The positive recipients include college children who have
keen love fast food, the employed parents who are occupied with their work and office and do
not have enough time to cook and take care of the family, the bachelors people living alone who
are too reluctant to cook food for themselves (Siamagka et al. 2015). Other category of people
loving the fast food chain are the travelers who believe in grabbing snack at the stops while their
long journey. The group of people belonging to the negative recipients includes the people who
are health conscious, activist of animal rights movements of the nation, the vegans, the people
who are environmentalists and finally those who had bad experience related to the product or the
services of the brand in discussion (Alves, Fernandes and Raposo 2016). Furthermore,
companies like Burger King, the KFC, TGIF, the Wendy’s are some of the competitive
brandwho includes the list of negative recipients. This is to be understood that while a numerous
customer and audience are not enough for a strong platform for social media, the company in
discussion utilizes several other strategical measures for increasing their brand image and
customer in the long run.
iii. How can Wion and his team better design future Twitter campaigns for McDonald’s?
Ans: Wion and his team of members introduced a strategy of effective communication as the part
of the design of the Twitter campaigns. Apart from these, the team furthermore initiated a new
design related to the recording of the series of certain commercials in the farms featuring the

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cultivation of healthy raw materials for the products of their company. This action of them will
act as the fairy drivers of tradition for attracting new customers having negative opinions and
thoughts regarding the quality of the product of the company (Razmerita, Kirchner and Nielsen
2016).Wion and his team furthermore monitored the online activity of the twitter trends that
ensures the online activities of the twitter for a quick discovery within the feature of hash tags.
The awareness of the brand in the online platform has always been the motto of the team. Wion
and his team targets to keep up with all the upcoming events of social media and the twitter
campaigns for changing the ability towards the negative comments from becoming something
large.
iv. Using the communication plan template, devise a strategy for Wion to encourage better
media relations and more accurate reporting. The different stages of the communication
plan template must fit together, if they do not, adjustments must be made.
Ans:
The Communication Plan Template
Timing In response to the commentson twitter dated
January 4, 2012, the day where negative media
converges surrounded organization’s media
campaign, Wion and his team stated that time
frame for the effective communication plan should
be around 2-4 months.
Audience McDonald’s have both positive and negative
audiences.The organization shouldaim or focus the
issues and the concerns of the negative audiences

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forimproving their services to regain their trust
(Hudson et al. 2016). Development and introduce
of measures and acts that are innovative should be
taken place for attracting the new
customers.Besides these, investing in the existing
customers is generally one of the smart movements
that the company should opt for customer loyalty.
Sender The template needs to be sent by the management
personnel of McDonald's
Key Message The main factors included in the communication
plan are:
 press coverage tracking
 Rapid actions towards the feedbacks
 Innovative measures to connect with
the customers in the social media
platform 24*7
Desired Outcome Increase in profit margin, effective communication,
efficient efforts and duties, development of the
organization, high media coverage and increased
brand recognition
Medium Choosing right networks, essential visual branding,
voice development, topics and regular activities,
connection with stakeholders and influencers,
effective engagement.

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Materials Communication that are overly formal,
colloquialism, workplace conflicts related to
personal issues
Frequency Responses and replies should be done as fast as
possible for customer loyalty and engagement
Conclusion
The awareness of the brand in the online platform is one of the most effective strategies
for any types of business organization for flourishing its business. MacDonald’s thus needs to
focus on the communication strategy and some other important factors for its brand recognition
in the field of social media. The assignment summarizes the essentiality of the social media
twitter campaign for MacDonald’s success and improved media relations.

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References
Alves, H., Fernandes, C. and Raposo, M., 2016. Social media marketing: a literature review and
implications. Psychology & Marketing, 33(12), pp.1029-1038.
Guesalaga, R., 2016. The use of social media in sales: Individual and organizational antecedents,
and the role of customer engagement in social media. Industrial Marketing Management, 54,
pp.71-79.
Hudson, S., Huang, L., Roth, M.S. and Madden, T.J., 2016. The influence of social media
interactions on consumer–brand relationships: A three-country study of brand perceptions and
marketing behaviors. International Journal of Research in Marketing, 33(1), pp.27-41.
Kavada, A., 2015. Creating the collective: social media, the Occupy Movement and its
constitution as a collective actor. Information, Communication & Society, 18(8), pp.872-886.
Pfeffer, J., Zorbach, T. and Carley, K.M., 2014. Understanding online firestorms: Negative
word-of-mouth dynamics in social media networks. Journal of Marketing
Communications, 20(1-2), pp.117-128.
Razmerita, L., Kirchner, K. and Nielsen, P., 2016. What factors influence knowledge sharing in
organizations? A social dilemma perspective of social media communication. Journal of
Knowledge Management, 20(6), pp.1225-1246.
Siamagka, N.T., Christodoulides, G., Michaelidou, N. and Valvi, A., 2015. Determinants of
social media adoption by B2B organizations. Industrial Marketing Management, 51, pp.89-99.