In January of 2012, McDonalds created the Facebook hashtag " #MeetTheFarmers” in promoting connections with family facilities and local suppliers. Halfway through the first day of the plan, the representative had made the hashtag from " #MeetTheFarmers” to " #McDStories”, to create a possibility for the public to share their own McDonald's stories. However , several critics used the hashtag to mention bad experience and express adverse comments for the corporation. In an attempt to change the course of the marketing campaign, the hashtag was altered back to " #MeetTheFarmers” in under two hours, thereby minimizing the number of unfavorable feedbacks. Nevertheless , a few days later, the media began to run negative coverage with mocking head lines and articles or blog posts providing ?screenshots? of the bad tweets without statistics to clarify or set proper framework into the condition. This dissertation indicates two problems, fail to notice the unwanted effects of unrestricted and wide-ranging conversation upon Twitter, and cannot take care of negative mass media coverage. McDonald's failed to admit the potential difficulties with inviting a great open-ended chat on Twitter, by using the " #McDstories” hashtag. In commencing a social networking outreach work like this, you can the risk the fact that conversation can be co-opted and negatively impacted. Subsequently, poor press can easily hurt your own brand, even when feedback are meant like a joke, as well as if they are over-the-top. " When you have a negative connection, it's nearly impossible to just eliminate the link via people's minds” (Fitzsimons & Morwitz, 3 years ago, p. 489). To avoid this sort of risk, a business that is using Twitter while media to advertise, should consider the rand name affinity in various internet sites and the choice of words pertaining to posts. Furthermore, the company also needs to be prepared for a mixed response and determine a a contingency plan. Last but not least, the organization must keep the focus on clients and not to negative reactions. Brand cast needs to be examined on...
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