Introduction

Introduction

The understanding of the concept of ‘analysis’ and learn how to analyze information efficiently and effectively using a case study is important to know an attitude toward experience. In this report the, the case of McDonald’s Twitter Campaign: Hype Versus Reality will be analyzed to know its actual situation in the market. Therefore, a business case study that chronicles a series of social media events that had negative consequences for McDonald’s Corporation (McDonald’s) would be analyzed in this report on the priority basis. As the role of Rick Wion, director of social media, the analysis of a business case study that chronicles a series of social media events is interesting to find out relevant data.

Potential for Negative Consequences when using Social Media:

The use of social media has become essential part of the organizations to create advertisement and promote their products and services to aware internet or social media users. The creation of awareness and learning about the company or product brand through social media has created value of the company in the market and growth of business. In this consideration, a company receives benefits as increasing number of customers to purchase the products and services. Apart from this, the organizations that use the social media, such as Facebook, Twitter, LinkedIn, etc. are also considered to provide customer service, internal communications, public relations, and corporate social responsibility (Mason, 2012).

On the other hand, there are potential for negative consequences when using social media in multiple activities of an organization. In the case of McDonald’s Corporation that chronicles a series of social media events that had negative consequences can be determined as slow reaction of customers’ changing tastes and needs and too big menu of this company that has slow down its services (Mason, 2012). Further, the potential for negative consequences when using social media by McDonald Corporation are also related to not recognizing important and honest way that public needs to see and selection of wrong social media platform for marketing.

It is necessary to select appropriate #hashtags, otherwise a negative consequence can be possible when using social media. Potential for negative consequences when using social media requires avoiding promoting or starting hashtags that are open ended. The #LoveMcDonalds promotion of the company is an example of negative consequence that has gone in a whole different direction. Moreover, the potential for negative consequences when using social media can also be determined as keep preparation in the use of social media because of unexpected results in the future that can be better or worse (Mason, 2012). There can be negative consequences for McDonald when promoting products as saying veggie options because this company is mainly related to non-vegetarian people. This is a potential for negative consequences when using social media by McDonald.

Evaluation how an Organization can Develop a Positive Relationship with the Media:

The use of social media for the organizations is beneficial in the current business world where competition affect the growth and success of the business operations. There are two main ways of media to promote and market the products and services, such as electronic media and print media in which social networking sites are cost effective than TV and other forms of electronic media. The use of social media provides opportunities to the organizations for collaboration, participation, interactivity, and engagement with different stakeholders and communicates daily (Digital Marketing Institute, 2021). However, it is necessary to develop a positive relationship with media using different methods or ways to take its advantage in product awareness and sales improvement effectively.

At this stage, McDonald or any other organization can develop a positive relationship with media through sharing user generated content and providing value of social media. The share of user generated content on media can help the company to increase promotional activities more in a fixed cost of promotion on selected social media. The selected social media will do an agreement with the organizations to use its platform for a long-time without any additional charge (Digital Marketing Institute, 2021). At the same time, providing value of social media at the global level by the organizations can support a positive image of product brand and increasing a number of users on the selected social media.

At the same time, McDonald can also develop a positive relationship with the media through choosing right networks to connect with the media users. The selection of right networks, such as Facebook that is most popular to connect with billion of users and achieve the goals. The coming up with a strategy can improve the organization social media presence and develop a positive relationship with the media. The strategy of the organization always comes up with a plan in which audience is targeted through usable content based on their interest (Digital Marketing Institute, 2021). At this stage, focuses on social research and social strategy can also help to develop a positive relationship with the media on the priority basis because of getting information about the audience and publishing contents according the users’ interests.

Devising Appropriate Strategies for Developing Social Media Campaigns:

The social media has become important to the organizations to promote its products and services effectively and efficiently in a cost effective ways. However, the use of social media campaigns in the market needs appropriate strategies to take its advantage more than other media platforms. At this stage, an organization can set goals first in order to make a sense of the business (Barnhart, 2021). In the case of McDonald, it should take time to research its target audience based on setting goals.

Further, in devising appropriate strategies for developing social media campaigns, the organization should also focus towards establishment of most important metrics and KPIs on the priority basis. At this stage, the most-used hashtags associated with the brands can be considerd on the priority basis as KPI. Moreover, the McDonald or any other organizations can also develop social media campaigns effectively through creating and engaging social content appropriately to attract internet users more and increase awareness about the brand or products and services (Barnhart, 2021).

However, the organization should make its social presence as timey as possible to update the media content and fulfill the needs and expectations of the users. In this strategy, short-form video, stories and time sensitive posts, post that shows human side can be considered in media content effectively. This strategy is also useful to boost community engagement with the brands and grab the attention from current followers (Barnhart, 2021). It is also necessary to post the content at the best times to engage audience with the messages. Responding to the customer questions and shorting out their doubts can make effective social media campaigns of the organization.

Conclusion

After discussion on the case of McDonald’s Twitter Campaign: Hype Versus Reality, it can be stated that there are potential for negative consequences when using social media in multiple activities of an organization. Further, it can also be said that McDonald or any other organization can develop a positive relationship with media through sharing user generated content and providing value of social media. The share of user generated content on media can help the company to increase promotional activities more in a fixed cost of promotion on selected social media. Moreover, the use of social media campaigns in the market needs appropriate strategies to take its advantage more than other media platforms.

References

Barnhart, B. (2021). Building your social media marketing strategy for 2022. Retrieved from: https://sproutsocial.com/insights/social-media-marketing-strategy/

Digital Marketing Institute. (2021). 10 Ways Small Businesses Can Improve Their Social Media Presence. Retrieved from: https://digitalmarketinginstitute.com/blog/10-ways-small-businesses-can-improve-their-social-media-presence

Mason. (2012). Learning from McDonald’s Social Media Mistake. Retrieved from: https://mason23.com/learning-from-mcdonalds-social-media-mistake/