MNG81001 SP3 2018: Analyzing McDonald's Twitter Campaign Failure

This case study examines McDonald's Twitter campaign, focusing on the potential advantages and disadvantages of using social media for business. It analyzes the failure of the #McDStories campaign, highlighting the importance of understanding different audiences and managing media relations. The document suggests strategies for Wion and his team to improve future Twitter campaigns, including competitor analysis, creative content, and pre-launch testing. It also emphasizes the need for direct engagement with media outlets and non-biased institutions to ensure accurate reporting and foster positive media relations. The study concludes by advocating for proactive communication and relationship-building to mitigate potential negative impacts and enhance brand perception.

Management Communication 1
MANAGEMENT COMMUNICATION
Name:
Course:
Professor:
Academic Institution:
City:
Date:

Management Communication 2
Introduction
Over the past decades, people have been using traditional methods of marketing such as
advertising or direct mail which is less effective. However, in the wake up of social media
consumption increase, businesses are changing to social mediums to connect in positive ways
with clients and the individuals who manipulate and control them. In that case, it is important for
business people to be acutely aware how social media has fundamentally transformed the manner
they are connecting, cooperating with each other and communicating without leaving out the
society in general ('THE IMPACT OF DIALOGUE VERSUS BRIEFING', 2010, p. 11). The
assistance of social media has created a new way to run businesses online and enable the
companies to reach the targeted group within a short time and also develop a personal
relationship (Happy Customers Faster Cash, 2018, p. 76). All these combined may create
positive impacts on businesses such as brand improvement; sales increase as well as customer
engagement if used effectively. However, the application of social media also has several
negative consequences which should be keenly looked at as it is in the case of McDonald's
Twitter Campaign: Hype versus Reality.
Potential advantages and disadvantages for an organization when using social media
As discussed in the introduction, the application of social media in business has very many
advantages and disadvantages to organizations. The concentration, in this case, is directed to
McDonalds Twitter Campaign. In essence, it is highly a cheap way to make customers or
consumers. Organizations can use social media to hit various audiences and demonstrate to them
concerning the new or existing products (van Zoonen et al, 2017, p. 601). Apart from the uses
mentioned, companies can use social media to develop a conversation with the consumers like it

Management Communication 3
happened in the case of McDonald’s. This can determine ideas and thoughts concerning the
business name or brand. McDonald’s Twitter Campaign: Hype versus Reality backfired when
consumers and other people started sharing the wrong messages that portray a bad image of the
company. The hashtag campaign was meant to draw awareness to the brand’s assurance of fresh
produce. Even though this created a negative impact on the organization, they could still use that
opportunity to figure out the demographics of who are interested in their products.
Utilizing several platforms of social media can sometimes be highly clipped overwhelming.
Organizations regularly need to engage workers to work particularly on social media selling. The
workers have to be posting updates and responding to clients habitually. For instance, the
companies that are presently in the international markets, their social media never stops even
though it is difficult to maintain or keep up with all clip zones, a situation that also disturbs even
big organizations. Using social media can be as well dangerous; it creates up openings for
dejected and angry clients to kick and knock at their organizations (Harden, Ryan & Prybutok,
2012, p. 224).
Different audiences McDonald's needs to address when using social media campaigns
In my view, organizations who have best and several consumers through social media are
enjoying such a good moment due to a positive relationship with the media. And it does not have
to be the best relationship with the media only; organizations with a positive relationship with
the media are more likely to satisfy their consumers. How can an organization develop a positive
relationship with the media? Why is it important to have a positive relationship with the media?
Naturally, human beings are social. People crave a good relationship with one another, and the
same applies to businesses with clients. As severally mentioned, social media provides the best

Management Communication 4
platform for businesses to interact with consumers. Therefore, making better posts that concern
the consumers in the media is one of the ways of creating a good relationship; it gives various
benefits to the business such as selling the brand and providing more room for innovations.
Organizations can create a positive relationship by being prompt in regards to issues raised by
the consumers.
How Wion and his team can better design future Twitter campaigns for McDonald’s
In regards to McDonald’s case, the organization needs to believe about the individuals that have
a positive perceptual understanding of their brand or trade name as well as individuals that have
unenthusiastic perceptual experience of the business’ name. Regular McDonald’s consumers
may follow their course to have vouchers or even get awards. The organization needs to
incentivize these customers to keep them fascinated all right through the course. It is an essential
thought to believe about institutions that partner with McDonald’s since agencies such as the
Asiatic American Justice Center might also be engrossed in following beside with their runs as
well (Jargon, 2017, p. 1). The organization needs to keep in head other organizations since they
work straight together. Whatever McDonald’s does with their runs might affect them either
positive or negative thus the importance of keeping a positive connection with the media.
On the other hand, McDonald’s needs to pay attention to individuals and organizations that have
a negative dishonor of their trade name when creating their social media runs. These institutions
may include (PETA) People for the Ethical Treatment of Animals and the US Food and Drug
Administration (FDA). Similarly, they should be aware of various media institutions that write
about nutrition and wellness. All these institutions will hurdle at any opportunity they can gain to

Management Communication 5
overcome McDonald’s. Therefore, to build a positive relationship with media, McDonalds’
needs to lean on the safe side when it comes to social media runs.
In regards to Wion and his team for better planning, it would be good for him and the team to
look at the runs that the rivals have done to assess what has been successful and the failures in
the past. Again, I would urge the team to be creative and unique in a way that prosecutes the
people and consumers with several tweets that makes them believe in the runs made. Similarly, it
would be a good idea for Wion and the team to test and show the runs for people who are not
employed by McDonald’s to identify the weaknesses that could be repaired before making them
public.
Strategy for Wion to encourage better media relations and more accurate reporting
For a better relationship with the media and accurate reporting, Wion and the team should do
their work directly with media before posting any run. The runs or media campaigns need to be
made available for various media personalities once they are ready and come to an agreement on
the authorship (Ang, 2011, p. 35). This will positively increase consciousness in regards to the
runs or campaigns. Also, Wion and his team should be dealing directly with non-biased or non-
partisan institutions when seeking to improve their campaigns.

Management Communication 6
References
Ang, L. (2011). 'Community relationship management and social media', Journal of Database
Marketing & Customer Strategy Management, vol. 18, no. 1, pp. 31-38. Hershey, Pa, IGI Global
(701 E. Chocolate Avenue, Hershey, Pennsylvania, 17033, USA).
'Happy Customers Faster Cash -- The Only Guide You Need for Effective Communications and
Practice in Credit Management'. (2018). Credit Control, vol. 39, no. 1/2, pp. 73-74. New Delhi,
Deep & Deep Publications.
Harden, G, Ryan, SD, & Prybutok, VR. (2012). 'Social Networking Site Continuance: The
Paradox of Negative Consequences and Positive Growth', Informing Science, vol. 15, pp. 207-
227. Indianapolis, Ind, Que.
Jargon, J. (2017). 'Twitter Tells McDonald’s Its Account Was Compromised', Wall Street
Journal - Online Edition, p. 1.
'THE IMPACT OF DIALOGUE VERSUS BRIEFING'. (2010). Strategic Communication
Management, vol. 14, no. 4, pp. 10-11. Singapore, Springer.
van Zoonen, W, Verhoeven, JW, & Vliegenthart, R. (2017). 'Understanding the consequences of
public social media use for work', European Management Journal, vol. 35, no. 5, pp. 595-605.

Management Communication 7