MNG81001: Recommendations for McDonald's Social Media Campaign

This case study analyzes McDonald's failed Twitter campaign, #McDStories, and the resulting public animosity. It assesses the negative consequences of social media and suggests strategies for developing positive media relations and effective social media campaigns. The analysis identifies key audiences (both positive and negative recipients) and emphasizes the importance of understanding competitor strategies and being creative. The recommendations include developing a robust crisis management plan, emphasizing continuous communication, taking responsibility, and using research to inform responses. A communication plan is provided, outlining communication strategies, timelines, target audiences, and methods.

Running head: MANAGEMENT COMMUNICATION
Management Communication
Name of the Student:
Name of the University:
Author note:

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To
Rick Wion
Director of Social Media
Subject: Recommendations in regards to the failed social media campaign and mounting
public animosity.
I shall be assessing and recognising the potential for the negative consequences of
using social media and would be evaluating how a company could develop a positive
leadership with the media. I shall also be devising some appropriate strategies in order to
develop social media campaigns. However, in order to do so I have read the Ivey Business
School case named- “McDonald's Twitter Campaign: Hype versus Reality”.
It is to state that the use of social media has wide range of advantages and
disadvantages to mention. In essence, it is a very improper way of reaching customers and
helping them in developing a brand perception. Organisations could make use of it for hitting
a wide number of audiences and show them their new products and services (Bolman and
Terrence 2017). With the same, they could also make use of social media for developing
conversations with the clients and customers. It could positively shape the ideas and thoughts
regarding the brand. Also, the companies could make use of analytic services for figuring out
the demographics of the ones who are interested in their products and services. Each of these
things creates millions of buzz that resembles contemptible advertising. Furthermore, as per
as the audience are concerned, it is to mention that the different types of audiences that
McDonald’s need to keep in mind at the time of this campaign are negative and positive
recipients. The negative recipients would be the people who are more likely to perceive
negative reaction towards McDonald’s and they are the people who are health conscious, the
animal rights activists, the people who fall sick after consuming McDonald’s products, the

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vegetarians, the environmentalists, the people; who suffer from diabetes and the people who
have negative experience at McDonald’s. Also, there are also some other receipts who tend to
be negative for the company and they are the companies who are competing with
McDonald’s like the Burger King, Carl’s Jr and the Wendy’s and their loyal customers.
McDonald’s needs to keep in mind about these organisations due to the fact that they work
directly with McDonald’s and what the McDonald’s would do with their campaigns could
directly influence them in either of the way- positive or negative. The others include the
people who have seen the “Super Size Me” and the ones who read negative health articles on
McDonald’s. On the other hand, the positive receipts for McDonald’s would be the college
going students, the younger children and the kids who love to consume cheap and greasy
foods, the working men and women who do not have enough time to cook food at home, the
teenage athletes who do not have much time to eat as well as the family whose income is low
and who cannot afford very expensive meals. With the same, the other people who too are
very possibly to have a favourable opinion regarding McDonald’s are the people who eat on a
go, the people who are on the road trips as well as the ones who love to eat food and
products supplied by McDonald’s. At the same time, the brand loyalists of McDonald’s
would also be very receptive to their campaign. However, it is also to mention that
McDonald’s should also consider the several media companies which write regarding the
health and nutrition. This is due to the fact that all these companies would jump at any chance
that they could get in order to attack McDonald’s. Hence, it is very vital for McDonald’s
ensure leaning on the safe side while making social media campaigns as it is such a notable
organisation in the world and just like having a huge number of lover, it also has many people
who dislike it (Holt 2016).
I think it would be very smart and advantageous for Wion and all his team to start off
by looking at the social media campaigns which its competitors have done in order to see

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what has worked in the past and what has not. With the same, I want to recommend that
Wion should put much more efforts in to being creative. However, although its campaign-
#MeetTheFarmers was successful to some extent but it my eyes it does not. The company
failed when it added #McDStories campaign to #MeetTheFarmers campaign (Halkias and
Komodromos 2016). They were although smart to make use of the trend promoted by Twitter
in order to reach a large number of audience, but were also failed in realising that this larger
audience could also reach more number of critics than the fans as it was not targeted to a
specific segments. It must use visualizations of social data to show that the most commonly
used negative and positive beauty words on the campaign. It should use targeted ads for
reaching more number of people.
While devising a communication strategy for the company in order to encourage
better media relations and more accurate reporting, Wion must take in consideration the pre-
crisis period that includes creation of a plan for the management of the crisis and selection of
the crisis management team and training. It is to note that the company that updates its crisis
management plan on an annual basis and test that the working of the crisis management team
are best at handling and managing the crisis and in protecting the reputation of the company
(Linsley and Slack 2013). The communication plan should comprise of a very powerful crisis
management model that would incorporate all the requirements of handling crisis and they
include- respecting the role of media, making continuous communication, taking the
responsibility, communicating with the employees, using research in order to decide the
responses such as market research, polling and focus groups. It is to note that
communication, plays a significant role in the better functioning of a company and the
managers too must consider it (Bryson 2018). The suggested communication plan is attached
below:
What When To Whom How

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Newsletter Every Saturday All the involved
members
E-newsletter
New member open
day
12th of October All the members and
the visitors
E-mail, car leafleting
and posters
Societies promo 16th December Members in the
societies
E-mail
Business days
promo
16th December The working
members
E-mail
Thanking you
Regards

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References:
Bolman, L.G. and Deal, T.E., 2017. Reframing organizations: Artistry, choice, and
leadership. John Wiley & Sons.
Bryson, J.M., 2018. Strategic planning for public and nonprofit organizations: A guide to
strengthening and sustaining organizational achievement. John Wiley & Sons.
Halkias, D. and Komodromos, M., 2016. Social media and the practice of marketing public
relations in Cyprus. International Journal of Technology Enhanced Learning, 8(2), pp.103-
113.
Holt, D., 2016. Branding in the age of social media. Harvard business review, 94(3), pp.40-
50.
Linsley, P.M. and Slack, R.E., 2013. Crisis management and an ethic of care: The case of
Northern Rock Bank. Journal of Business Ethics, 113(2), pp.285-295.