As a result, McDonalds started getting hammered with negatives.
Acting quickly, McDonalds removed #McDStories, but kept #MeetTheFarmers.The change in the tone of tweet responses was instant and warm. It was a valuable lesson for all of us involved in social media marketing.
There are two main identifiable issues here when engaging with people on Twitter 1) A small number of users can trash a campaign – don’t set yourself up. 2) Don’t expect others to take your brand as seriously as you do.
In a recent interview with PR Daily, McDonald’s director of social media Rick Wion, said “You don’t control things. You can only hope to steer things in certain directions”.
So what can we learn from these Twitter crises that appear to pop up nearly every day?
When PR Practitioners use Twitter to market brands, we need to keep five social media rules in mind. 1) Be aware of consumer power. 2) Try to make sure tweeters walk away with a positive experience. 3) Educate consumers on-topic. 4) Entertain so they feel good. 5) Encourage customers to participate in clever competitions.
McDonald’s clambered out of this crisis well by quickly changing tactics.
Image via Doctor Housing Bubble