McDonalds Twitter Campaign: Hype vs Reality - Case Analysis

MEMORANDUM:
NAME:
ID:
LECTURE:
INSTITUTION:

McDonalds twitter campaign: Hype vs Reality 2
MEMORANDUM
TO:
FROM:
CC:
DATE: 26TH SEPTEMBER 2018
SUBJECT: MCDONALDS TWITTER CAMPAIGN: HYPE VS. REALITY CASE
ANALYSIS
The information era has seen technology advancements that have resulted in the growth and
development of the social media over two decades. Furthermore, through the internet
globalization has come to be more of a real scenario that was once deemed a challenge with the
establishment of the World trade organization (WTO) in the 2000s whose aim was to create a
global trade market however social media was able to speed thing up through connecting people
from all over the world as long as they had internet connectivity which has been increasingly
been made affordable through continuous technology innovation (Sherwin 2015).
This growth has forced organizations large or small to adapt to the technological changes that are
complementing the social media boom. Moreover, it has presented an enormous opportunity for
organizations to reach a far greater audience and exploit the full potential of the market leading
to the growth and development of the firm. However, there are two sides to the coin pertaining to
this matter this matter, as much as their numerous advantages that accompany the use of social
media in exploiting business opportunities and the use of promotional marketing strategies,
there’s a dark twist that could ruin the brand and reputation of a firm (Stephen 2016, p 18).
Organizations such as McDonald's have tasted the consequences of ineffectively using social
media to maximize their business opportunities. The failure of the #meetthefarmers social media
campaign exposed the largest fast-food franchise inability to effectively manage the twitter

McDonalds twitter campaign: Hype vs Reality 3
marketing campaign. The campaign was intended to portray the quality product service delivery
offered to it consumers but it rather depicted a negative side to the firm that tainted its strong
reputation. Therefore, this memorandum will go into detail about the McDonald twitter
campaign with the evaluation and analysis through crucial and strategic questions below;
Advantages and disadvantages of social media
Advantages
Improve brand awareness-Through social media organizations are able to reach different and
large audiences and create awareness on their brand and product service delivery. This increases
the market share contributing to the growth and development of the firm
Cost effective- The use of promotional marketing strategies is far cheaper than the conventional
methods such as print media, tv and radio stations
Consumer engagement -through social media platforms such as Twitter and Facebook, it is
easier for consumers to engage with an organization and air their views or recommendation
concerning cetin products offered by the company of the quality of their product service delivery
Increase brand loyalty- Through the constant interaction and engagement with consumers
through social media, it improves the quality of relation which fosters brand loyalty in the long
run due to the fact the consumer satisfaction has been achieved
Disadvantages
Availability of spammers and trolls-One thing with social media is that it can attract all kinds
of an audience either good or bad. These bad audiences may include spammers or trolls who
have negative intentions toward the success of a firm ( Gilkerson and Berg 2017, p 141).
Time consumers -Social marketing is very consuming as a number of employees of an
organization have to spend most of their time on websites so as to attract consumers. Moreover,
the constant engagement with consumers online who a thousand in number could be
cumbersome if an organization has limited resources