This report, a memorandum from Rick Wion to McDonald's management, analyzes the failures of McDonald's Twitter campaign, specifically the #meetthefarmers initiative. It examines the advantages and disadvantages of social media for organizations, including consumer market analysis, communication, and the risks of negative customer reviews. The report identifies internal and external audiences and recommends strategies to improve future Twitter campaigns, such as pre-campaign research, the use of influencers, and a clear communication plan. It emphasizes the importance of timing, audience targeting, and consistent messaging to build brand awareness and mitigate negative publicity. The report concludes by highlighting the need for careful social media management to avoid reputational damage and ensure positive outcomes from future campaigns.