Twitter Case Study: Failed Social Media Campaign of McDonald's

Running head: MEMO
MEMO
Name of the Student
Name of the University
Author Note

1MEMO
Title: Twitter Case Study
To: McDonald's management
From: Rick Wion
Date: 1 September. 2018
Subject: Course of action
Purpose: The primary aim of the given memorandum is to discuss about the failed social media
campaign of Mc Donald`s and the manner in which a course of action for the improvement of the
scenario can take place. The report will be describing the manner in which the social media
campaigns are held and their advantages as well as disadvantages. Moreover, the target market
for the future campaigns will be discussed which will then be followed by the recommendations
which will deal with the manner in which the campaigns can be designed according to the
audience preferences and company objectives. The memorandum will discuss the different
aspects of the Twitter campaign in form of four questions and each of them will be supported by
adequate theories.
Questions
1) Social media advantages and disadvantages
According to Armstrong et al. (2015), Social Media can be utilized as a useful tool for
bringing about various advantages to the business organization as it assists the business in
successfully engaging with the target audience and boosting the website traffic. Although there
are various advantages of the Social media campaigns, they are subject to certain disadvantages
as well. A thorough knowledge of both the advantages as well as the disadvantages will assist in
the understanding of the best approach for the social media which can be used for the business.
Advantages of social media
The advantages of social media are as follows:
Customer interaction: Customer interaction is at its maximum when the social media
channels are used and they tend to respond well to the advertisements laid down by the firm
which improve the feedback mechanism.
Cost effective: The social media advertising is much cheaper than the original advertising
and traditional promotional activities. Moreover, the cost of maintaining the page of the
company on social media platforms is very low (Stephen 2016, p. 17-21). The paid advertising
on social media allows expenses as per the budget of the company. Moreover, the benefits of the
medium are many in number which makes t cost effective.

2MEMO
Brand awareness: Social media promotes brand awareness which allows the audiences to
grab the focus of the target market. It also goes a long way in assisting the organization to
increase and improve the brand visibility of the firm.
Disadvantages of social media
The disadvantages of social media are as follows:
Resources: A business planning to use social media will be required to have adequate
resources which will allow advertising feedback reporting and new content.
Evaluation: Very often, it becomes increasingly difficult to evaluate the amount which
has been spent on the social media advertisement and whether the company gained the results as
per the amount invested or not (Hollensen & Raman 2014).
Ineffective use: Very often social media is used ineffectively to negatively push the different
customers for sale.
2) Audience / Stakeholders
Stakeholders and Target Market forms as essential aspect of the different marketing
activities which are undertaken in order to design the marketing activities as per the needs and
preferences of the audience. The stakeholders and audience for Mc Donald’s should be as
follows:
Internal:
Management: The interest of the management needs to be taken special care of as they
have a high stake.
Employees: The employees are the key resources of a company
Delivery Staff: They are the link between the customers and the firm.
External:
Customers
1. On the basis of the demographic segmentation, the millennials need to be targeted.
2. On the basis of the Psychographic segmentation, the technological savvy people as well
as the socially active people shall be targeted. Felix, Rauschnabel & Hinsch 2017, p. 118-
126).
3. On the basis of behavioral segmentation and lifestyle, the corporate professionals can be
targeted.
Suppliers: Those who supply local materials for the products. The company`s success is
linked with them.
Media: The media tends to form the link between the customers and the firm and their
stake holds high value.