Social Media Case Study: How Do McDonald’s use it?
McDonald’s is one of very few brands out there that has proved to be ‘recession proof’. The global economic downturn hit just about everywhere apart from the fast food industry. McDonald’s takes to social media to try and promote their brand, and attempts to use it to still continuous criticism from health professionals, government and campaign groups. They often face problems including sarcastic or amusing comments being added to their social media feeds - so how does such a big brand deal with that?...
Determining the effectiveness of a brand was once a herculean task. Once social media came around, however, that all changed. Social networking gave us a tool that made it possible to quantify data. McDonald’s have millions of ‘likes’ and ‘follows’ and feature across all the key social media channels, including Facebook, Twitter, Pinterest and Google+. But to what extent are they getting it right?
As with anything in social media, one piece of bad news spreads much faster than one hundred pieces of good news - and that has certainly been the case throughout McDonald's history on social networking.
How McDonald's use Social Media
The McDonald’s social media feeds are being constantly updated, in particular, Twitter and Facebook. The company often use current and seasonal events to their advantage. For example, at a time when students up and down the country would have been moving into their new accommodation, McDonald’s suggested sharing a box of chicken nuggets to make friends. Current, yes - but is this style of content a little see-through to Millennial students?
In typical Twitter fashion, McDonald's show evidence of consumer engagement through their feed. A strong and simplistic way to achieve this is to re-tweet consumers, making them feel more involved in the company they worship. By re-tweeting opinions, it appears people can relate more to a real person saying they enjoyed a McDonald’s product, rather than just the company.
McDonald’s have also jumped onto the Pinterest bandwagon, although one could argue that Pinterest isn’t as important for McDonald’s as the flagship Twitter and Facebook.
How Strong is McDonald's Social Media Strategy?
Many have argued McDonald’s social media strategy is a bit basic, and to an extent they certainly have a point. As a huge international brand, they have set marketing strategies and brand regulations that are followed across all media, new and traditional. However, there is certainly a lot of two-way engagement with Facebook/Twitter users around the globe - so the company certainly appreciate the value of interaction.
As McDonald’s is one of the largest, and well known brands in the world, they have the advantage that all they need to do is not necessarily attract millions of new customers but to retain their current following. It’s safe to say that as a company that completely dominate their segment of the fast food industry they certainly won’t be going anywhere any time soon. However, as an industry that often market towards impulse, it would be interesting to see the results if they shook up their content a little.
By Content Assistant - David Edward Rose - @davidrose88