Management Communication

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

1MANAGEMENT COMMUNICATION
To
Rick Wion
Director of Social Media
Subject: Recommendations in regards to the failed social media campaign and mounting
public animosity.
I shall be assessing and recognising the potential for the negative consequences of
using social media and would be evaluating how a company could develop a positive
leadership with the media. I shall also be devising some appropriate strategies in order to
develop social media campaigns. However, in order to do so I have read the Ivey Business
School case named- “McDonald's Twitter Campaign: Hype versus Reality”.
It is to state that the use of social media has wide range of advantages and
disadvantages to mention. In essence, it is a very improper way of reaching customers and
helping them in developing a brand perception. Organisations could make use of it for hitting
a wide number of audiences and show them their new products and services (Bolman and
Terrence 2017). With the same, they could also make use of social media for developing
conversations with the clients and customers. It could positively shape the ideas and thoughts
regarding the brand. Also, the companies could make use of analytic services for figuring out
the demographics of the ones who are interested in their products and services. Each of these
things creates millions of buzz that resembles contemptible advertising. Furthermore, as per
as the audience are concerned, it is to mention that the different types of audiences that
McDonald’s need to keep in mind at the time of this campaign are negative and positive
recipients. The negative recipients would be the people who are more likely to perceive
negative reaction towards McDonald’s and they are the people who are health conscious, the
animal rights activists, the people who fall sick after consuming McDonald’s products, the

2MANAGEMENT COMMUNICATION
vegetarians, the environmentalists, the people; who suffer from diabetes and the people who
have negative experience at McDonald’s. Also, there are also some other receipts who tend to
be negative for the company and they are the companies who are competing with
McDonald’s like the Burger King, Carl’s Jr and the Wendy’s and their loyal customers.
McDonald’s needs to keep in mind about these organisations due to the fact that they work
directly with McDonald’s and what the McDonald’s would do with their campaigns could
directly influence them in either of the way- positive or negative. The others include the
people who have seen the “Super Size Me” and the ones who read negative health articles on
McDonald’s. On the other hand, the positive receipts for McDonald’s would be the college
going students, the younger children and the kids who love to consume cheap and greasy
foods, the working men and women who do not have enough time to cook food at home, the
teenage athletes who do not have much time to eat as well as the family whose income is low
and who cannot afford very expensive meals. With the same, the other people who too are
very possibly to have a favourable opinion regarding McDonald’s are the people who eat on a
go, the people who are on the road trips as well as the ones who love to eat food and
products supplied by McDonald’s. At the same time, the brand loyalists of McDonald’s
would also be very receptive to their campaign. However, it is also to mention that
McDonald’s should also consider the several media companies which write regarding the
health and nutrition. This is due to the fact that all these companies would jump at any chance
that they could get in order to attack McDonald’s. Hence, it is very vital for McDonald’s
ensure leaning on the safe side while making social media campaigns as it is such a notable
organisation in the world and just like having a huge number of lover, it also has many people
who dislike it (Holt 2016).
I think it would be very smart and advantageous for Wion and all his team to start off
by looking at the social media campaigns which its competitors have done in order to see