Management communication of McDonalds

This article discusses the advantages and disadvantages of social media marketing for McDonalds. It also provides strategies for designing better Twitter campaigns and improving media relations. The target audience is people aged 20-35 years.

Running head: MANAGEMENT COMMUNICATION
Management communication of McDonalds
Name of the student:
Name of the university:
Author note:

1
MANAGEMENT COMMUNICATION
To:
From: Rick Wion, Director of social media
Date: 30th August 2018
Subject: Social media marketing
Potential advantages and disadvantages in the usage of social media
Social media is one of the means, which helps the companies and organizations to
enhance the trafficking of the audience towards the brand image. Uploading the specific
details of the launched products and service addresses the queries of the customers regarding
the businesses. Along with this, uploading the details of the products and services on the
social networking sites increases the sales revenue and profit margin, enhancing the brand
image (Binder 2016). Social media is one of the sources, which is used by companies like
McDonalds for gaining an insight into the approaches of the customers towards the levied
services. In this process, the forms are uploaded on the social networking sites, so that more
number of customers can be reached at the same time. If privacy cookies are not installed in
these social networking sites, the customers hesitate to produce their opinions. This
aggravates the complexities for the personnel in terms of gaining the insight into the customer
approaches.
Absence of privacy cookies and policies increases the tendencies of cybercrimes. As a
matter of specification, it results in the loss of the organizational data, compelling companies
like Mcdonalds to witness downmarket scenario. This situation gives rise to situations like
customer and employee turnover (Mcdonalds.com 2018). Lack of clarity and flexibility in the
advertisements and promotions is a challenge for McDonalds in terms of affecting the
purchasing decision of the customers. Transparency in the business helps in the achievement

2
MANAGEMENT COMMUNICATION
of trust, loyalty and dependence from the customers. Uploading fake advertisements in the
social networking proves fatal in terms of gaining the support of the customers.
Audiences for social media campaigns
Companies like Mcdonalds need to keep in mind the different audiences while
conducting the social media campaigns. These audiences are influencers, brand advocates,
customer advocates and word of mouth driving audiences. Influencers are those who affect
the purchase decisions. These influencers are the reference groups, who are contacted in
terms of gaining an insight into the consumer spending (Goetsch and Davis 2014). If these
influencers are contacted, McDonalds would be able to enhance the awareness towards the
spending capability of the consumers.
Contacting the brand advocates would prove beneficial in terms of promoting the
products and services of McDonalds. They do not necessarily hold the power or the authority
to influence the decision making power of the customers. In terms of word of mouth
marketing, these brand advocators play an important role. Consulting the brand advocates is
beneficial in terms of achieving brand promotion. These advocates are crucial in terms of
ensuring the satisfaction through the provision of quality products and services. They strive to
build good relationships with the clients and the customers (Ziek and Anderson 2015).
Therefore, they are crucial for Mcdonalds in terms of strengthening the parameter of public
relations.
Contests and quizzes are an effective means for luring the audiences. These activities
result in high involvement of the users towards the services of the brands like Mcdonalds.
Through the quizzes, the personnel gain awareness about the specific tastes and preferences
of the customers.

3
MANAGEMENT COMMUNICATION
Catering to different types of audiences is assistance towards identifying the target
audience. This identification is an agent in terms of improving the focus on the business of
companies like Mcdonalds. Mention can be made of “Meet the Farmers Twitter campaign,
which informed the customers about the quality of foods prepared in McDonalds
(Mcdonalds.com 2018). The tactics used by the personnel in the campaign was surveying the
ways and means through which the consumers would engage with the campaign.
Designing better Twitter campaigns for social media
Holidays can be utilized for conducting the campaigns. The festivals are one of the
best times for attracting large number of customers towards the brand image. Attractive
advertising and campaigns on the social networking sites would prove beneficial in terms of
promoting the products and services of McDonalds. In this, balance needs to be maintained
between the brands and the promotional supports. Establishment of goals in the promotional
campaigns would be fruitful in terms of assessing their appropriateness towards increasing
the sales revenue and the profit margin. This is also fruitful in terms of preparing the
employees for the activities.
Preparing catchy headlines for the advertisements proves beneficial in terms of luring
the customers towards the products and services. Asking the customers to share their
experiences upon availing the services would enhance the awareness of the personnel towards
the customer approaches. Organizing contests and keeping awards for the winners can be an
innovative step of McDonalds towards social media campaigning. Tracking the number of
visitors would be enhance the awareness of the personnel towards the involvement of the
customers into the brands services.
Strategies for improving the media relations
Timing Holidays and festivals

4
MANAGEMENT COMMUNICATION
Audience People belonging to the age group of 20-35
years
Sender Advertising agencies of McDonalds
Key message  Fulfilling the needs, demands and
requirements of the customers
 Acquiring large scale customer
satisfaction
Desired outcome  Increasing the sales revenue and
profit margin
Medium  Social media, radio, television,
newspaper
Materials Wide supply chain network
Frequency 3 months
One of the essential steps, which McDonalds can take towards enhancing the media
relations is researching the prospective sources from which the sales revenue can be
increased. This research would help in identifying the target audience of 20-35 age group,
who would expand the scope and arena of the business. Within this, the communication needs
to be convincing, so that the audience gets lured towards the customers. Using effective
communication would help the personnel to know the media sources in a better manner. This
knowledge would be effective in terms of serving the stakeholders in an efficient and

5
MANAGEMENT COMMUNICATION
effective manner. Using effective communication would make the McDonald personnel
aware of the specific needs, demands and requirements of the customers.
One of the effective steps towards improving the media relations is to find a particular
issue to be covered by the media. This would result in the achievement of large scale
customer satisfaction. Typical examples can be “Happy Meals” or “Happy Hours”, which
would add happiness into the lives of the customers. Taking into consideration the time of
festivals and holidays, when the customers login to the website would be helpful in terms of
organizing the campaigns at the right time. Focusing on the content is vital in terms of
gaining large scale audience. The involvement of the services would help the personnel in
making estimates about the desired outcomes. Within this, the medium of social media
adopted for sending the messages is important, as it would upgrade the public relations. The
materials used for sending the messages would be important in terms of ensuring that the
products and services are properly promoted. This would help in expanding the scope and
arena of the supply chain network. Frequency in conveying the message to the audience
would help in making estimates about gaining the satisfaction of the customers. This can be
targeted as 3 months.
Conclusion
Usage of social media is beneficial in terms of expanding the supply chain for
Mcdonalds. Holidays and festivals are the time when there is greater potential of gaining
prospective customers. Target group of 20-35 is effective, as they are the ones, who crave for
readymade foods after a hard day’s work. Privacy cookies and policies are effective in terms
of ensuring that messages are properly delivered to the customers.

6
MANAGEMENT COMMUNICATION
References and bibliography
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology & Marketing, 32(1),
pp.15-27.
Binder, J., 2016. Global project management: communication, collaboration and
management across borders. Routledge.
Boulianne, S., 2015. Social media use and participation: A meta-analysis of current
research. Information, Communication & Society, 18(5), pp.524-538.
Coombs, W.T., 2015. The value of communication during a crisis: Insights from strategic
communication research. Business Horizons, 58(2), pp.141-148.
Goetsch, D.L. and Davis, S.B., 2014. Quality management for organizational excellence.
Upper Saddle River, NJ: pearson.
Mcdonalds.com (2018). Burgers, Fries & More. Quality Ingredients. Available at:
https://www.mcdonalds.com/us/en-us.html [Accessed on 31st August 2018]
Men, L.R., 2014. Strategic internal communication: Transformational leadership,
communication channels, and employee satisfaction. Management Communication
Quarterly, 28(2), pp.264-284.
Ziek, P. and Anderson, J.D., 2015. Communication, dialogue and project
management. International Journal of Managing Projects in Business, 8(4), pp.788-803.