Report on McDonald's Social Media Campaign: Analysis and Strategy

This report, prepared for the President of McDonald's Corporation by the Director of Social Media, Rick Wion, analyzes the impact of social media campaigns on the company. It examines the positive effects of campaigns like #Meetthefarmers, which enhanced sales and profitability by highlighting the quality of ingredients, and the negative impact of campaigns like #McDStories, which led to a decline in sales due to negative customer experiences. The report identifies target audiences, primarily teenagers and young adults, and proposes a future Twitter campaign emphasizing product quality and hygiene. A communication plan is outlined, focusing on promotional activities during Christmas, targeting specific demographics, and utilizing various social media platforms to convey key messages about product quality and customer relationships. The report concludes with a list of references including books, journals, and online sources.

Management
Communication

Table of Contents
TASK...............................................................................................................................................3
REFERENCES................................................................................................................................6

To: President of McDonald's Corporation
From: Rick Wion, Director of Social Media, McDonald's Corporation
Topics: Social Media Campaign
Positive and negative impact of using social media for organisation.
Social media is computerised technology which allow us to share our views, ideas and thought with each
others. It is also used as a marketing tool by organisations (Kuhn, 2012). This tool helps in promoting our
product and services with massive population and also interacts with them through feedback options. I have
analysed that social media has its positive as well as negative impact over businesses and also affects its sales
and profitability level. Our company have opted Twitter (Social media) for promoting its product with the
maximum number of people. As it can been by one of the major achievement that is #Meetthefarmers
campaign. This has elaborated how our farmers produces crops and vegetables for preparing healthy food which
we deliver to the customers. As a result it has improved sales of our company and increased its profitability. It
has been seen that social media is advantageous promoting tool as it is cost effective method which spreads
awareness of our products among audience. Along with this, it also opportunity to our company to interact with
audiences and also understands their view points about its services. This have helped us in understanding actual
needs and requirements of our customers. It has also guided us in developing our new flavoured food items
according to the requirement of customers. While on the other hand, our next campaign #McDStories has
placed negative impression on our companies name. In this campaign, users of social media were allowed to
share their experiences about products and services of McDonald's with other (7 negative effects of social media
that may kill your business, 2018). As rivals and unsatisfied customers of our company have posted wrong and
unethical comments about quality of its products. This have distracted many of our loyal customers and created
negative perception in their mind. As a result sales of McDonald have declined from approximately 1600 to a
few dozen in an hour only.
Different audiences McDonald's needs to address when using social media campaigns
In modern world, social media is a one of advertising platform which has been used by business firms at
wider range. It is required by us to develop right promoting ad and target people on the basis of set goals and
objectives. We have have developed various campaign in order to promote our products and services which are
offered by us. We have targeted customers on the basis of demographics (Binder, 2016). There are two major

segments teenagers and adults that has been set by me. With the age in between 10 to 18 (Teenagers and
youngsters) and adults that aged in between 18 to 30. Thus, these are two major segments among public which
are majorly targeted by my team at social media platform as these two portion majorly stays active on social
media. This will surely help our organisation in enhancing its existing customer base. This method is also
beneficial for our company as it does not require much cost and may aid us in reaching to public in all over
world. That is why, I have majorly targeted these two demographic segments. With the help of this, our
company can improve its sales which will directly increase profitability.
Designing of future Twitter campaign for McDonald.
I have planned to start new campaign which will emphasize on how McDonald's have improved quality
of its product on the basis of previous campaign. In this campaign, we are going to post various types of videos
and pictures which will represents how quality level of our products are maintained in McDonald's kitchens.
These videos will improve brand name of our company and also influence customers to prefers our products as
they are healthy (Cook, 2017). In addition to this, videos will also include how our management team provides
training to employees on making hygiene food product. These training sessions ensures the users of twitter that
we are placing all efforts for maximising quality level of our food items. It will also represent that we are not
only focusing on improving our sales but also emphasizing on providing high quality products to the customers.
As a result, these videos will build positive image of our organisation among customers over social media.
Along with this, my team is focusing on giving satisfactory reply to the negative post. This will help us in
changing negative thoughts of the users about our brand and also stops them from discontinuing consumption of
our services.
4. Communication Plan
Communication Plan Template
1. Timing – At the time of Christmas, we will promote are product on social media with
attractive offers. We will also introduce new campaign at that in order to attract
maximum number of customers.
2. Audience- Teenagers and youngsters are targeted by us, as they frequently visits our
outlets in festivals, birthdays and other get together. These targeted audiences are also

active on social media maximum time.
3. Sender- Rick Wion
4. Key Message- McDonald provides organic product based food to its customers which is
cultivated by its own farmers. We believe in providing quality products to our customers
and also maintain positive relationship them for longer duration.
5. Desired outcome- We expects our sales of fast food products will improve. Along with
this, media will respect our company.
6. Medium- Promotional activities of our companies will be based on social media
(Twitter, Facebook, Instagram) as it conveys message to targeted audience directly.
7. Material- At peak season, we will promote majorly Mc Cafe on daily basis whereas
other products which are least preferred by customers will not be promoted.
8. Frequency- Message will be posted on our Twitter wall at regular interval that is once
in every two days. Its frequency will increase when festive date is closer that is twice in
a day.

REFERENCES
Books and Journals
Binder, J., 2016. Global project management: communication, collaboration and management across borders.
Routledge.
Cook, N., 2017. Enterprise 2.0: How social software will change the future of work. Routledge.
Goetsch, D. L. and Davis, S. B., 2014. Quality management for organizational excellence. Upper Saddle River,
NJ: pearson.
Kuhn, T., 2012. Negotiating the micro-macro divide: Thought leadership from organizational communication
for theorizing organization. Management Communication Quarterly. 26(4). pp.543-584.
Reissner, S. and Pagan, V., 2013. Generating employee engagement in a public–private partnership:
Management communication activities and employee experiences. The International Journal of
Human Resource Management. 24(14). pp.2741-2759.
Online
7 negative effects of social media that may kill your business, 2018. [Online] Available through
<https://www.revechat.com/blog/7-negative-effects-social-media-may-business/>.