Tag Archives: #mcdstories

The Most Popular Blog Posts of 2012

As the year comes to a close, I’m looking back at this year’s most popular blog posts. The topics range from examples of the best social media to some of the worst, and from internal branding to external. In case you missed them, here are the BrandeBlog’s five most-read posts of 2012.

Employer Branding Numbers Everyone Should Know
2012 brought us a number of recruiting studies that turned conventional wisdom upside-down. How many employers said they had an employer branding strategy? How many employees leave a company for reasons other than money? How many companies plan to increase their investment in employer branding? The answers may surprise you.

Social Media PR Disasters: #McDStories
Sometimes you can learn more from a failure than a success. That was certainly true of our story on McDonald’s Twitter debacle, in which an innocent hashtag was taken over by critics and pranksters in a matter of hours. See how McDonald’s reacted and learn what to do (and not to do) when your brand encounters a similar social media crisis.

What’s Foursquare Really For?
The best social sites have stated goals: Facebook is for friends, LinkedIn is for business, Instagram is for photos. But what about Foursquare? Is it for sharing local finds with your friends? Posting reviews for strangers? Competing for discounts with other customers? Discover Foursquare founder Dennis Crowley’s answers to these and other tough questions in this post.

Social Media Marketing Simplified
Ever come out of a social media planning session with your head spinning? New forms of marketing have created new buzzwords like optimize, reciprocity, and engagement. But you don’t have to learn all the jargon to have a successful social media campaign; you only need to answer three basic questions.

Why State Farm is a Social Media Superstar
The most popular post of the year was an exploration of State Farm’s social media recruiting. The insurance company has a dedicated Facebook Page and answers questions and comments within 24 hours. The State Farm careers site features videos testimonials from interns, a rarely seen part of a company’s workforce. Finally, State Farm’s interactive website takes online recruiting to a whole other level. See how your brand can attain “Superstar” status here.

What do these posts’ popularity tell us? That there a lot of people with an interest in – and a need for – social media trends, marketing, and branding. As it so happens, they are also specialties of ours!

Put Brandemix on your to-do list for 2013; we want to be popular, too.

Social Media PR Disasters: #McDStories

This PR crisis may have come and gone within a few hours, but it’s still important. Why? Because it happened to McDonald’s, the sixth most valuable brand in the world. The story demonstrates that no one, not even a global restaurant giant, can control conversations on the internet.

The Response
McDonald’s pulled the promoted tweet within two hours. Social Media Director Rick Wion released a statement that included, “With all social media campaigns, we include contingency plans should the conversation not go as planned. The ability to change midstream helped this small blip from becoming something larger.” Wion pointed out that there were around 1,600 negative tweets about McDonald’s that day, out of almost 73,000 total mentions, putting the “disaster” in some perspective.


The Result

Though the crisis only lasted for a few hours, media outlets from the Los Angeles Times to London’s Daily Mail, jumped on the story of such a high-profile PR failure. I find it interesting that McDonald’s #MeetTheFarmers hashtag was untouched in all the madness. A few days later, McDonald’s launched another promoted hashtag, #LittleThings, apparently unaware that it was already being used by DoubleTree Hotels.

The Takeaway
Sure, you’re no McDonald’s. Still – how can you avoid a similar PR disaster?

 – Focus on Your Fans
McDonald’s promoted #McDStories to the entire internet, inviting anyone who visited the Twitter homepage to post their thoughts. While I admire this, there’s no reason the company couldn’t have simply used the hashtag in tweets to its almost 300,000 followers. That audience would have been more likely to share positive stories.

– Manage the Message
McDonald’s second mistake was introducing the #McDStories hashtag without any explanation, and leaving the meaning vague. I bet just about everyone in the world has had an experience with the restaurant, and some of them are bound to be bad. On the other hand, #MeetTheFarmers is very clearly defined, even to the point that it doesn’t really invite people to use it. How many people know the McDonald’s farmers? 

– Know When to Fold ‘Em
McDonald’s could have tried to steer the conversation, allowing the hashtag to continue for hours or even days. Social Media Director Wion saw that, while #MeetTheFarmers was getting the company’s message across, McDonald’s was paying for people to publicly criticize its brand. And there was no dignified way to explain what #McDStories was intended to mean. Rather than fight a high-profile, losing battle, Wion made the right call and chose to end the campaign.

While this crisis is over, it goes to show that social media PR disasters can happen anywhere, at anytime, for any reason. Whose hashtag will be next?


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