McDonald S Twitter Campaign Case Analys
Kyle Broderick
October 18, 2014
Marketing 420
McDonalds Twitter Campaign: Hype vs. Reality Case Analysis
1) What are the potential advantages and disadvantages for an organization when using social media?
The use of social media has a very wide variety of advantages and disadvantages for companies. In essence it’s an extremely cheap way to reach consumers, and help them develop a brand perception. Companies can use it to hit a wide audience, and show them about a new product, or deal going on. They can also use social media to develop conversations with their consumers. This can positively shape thoughts and ideas about the brand. Also companies can use analytic services figure out the demographics of who is interested in their products. All of this creates tons of buzz, which is very cheap advertising. Unfortunately this buzz can either be positive or negative.
On the flip side, social media has some drawbacks. Using multiple platforms of social media can be extremely time consuming. Companies often need to hire employees to work specifically on social media marketing. These employees have to constantly be posting updates, and responding to consumers. For the companies that are present internationally, their social media never stops. Even national companies that use social media struggle with keeping up with all time zones. Using social media can also be really risky. It opens up doors for angry consumers to complain, and bash at their company.
2) Who are the different audiences McDonald’s needs to keep in mind when planning to use a social media campaign and why?
When starting a social media campaign McDonald’s needs to think about organizations/people that have a positive perception of their brand and organizations/people who have a negative perception of their brand. Frequent McDonald’s consumers might follow along with their campaign to receive coupons, or win prizes. McDonald’s needs to incentivize these consumers to keep them interested all
October 18, 2014
Marketing 420
McDonalds Twitter Campaign: Hype vs. Reality Case Analysis
1) What are the potential advantages and disadvantages for an organization when using social media?
The use of social media has a very wide variety of advantages and disadvantages for companies. In essence it’s an extremely cheap way to reach consumers, and help them develop a brand perception. Companies can use it to hit a wide audience, and show them about a new product, or deal going on. They can also use social media to develop conversations with their consumers. This can positively shape thoughts and ideas about the brand. Also companies can use analytic services figure out the demographics of who is interested in their products. All of this creates tons of buzz, which is very cheap advertising. Unfortunately this buzz can either be positive or negative.
On the flip side, social media has some drawbacks. Using multiple platforms of social media can be extremely time consuming. Companies often need to hire employees to work specifically on social media marketing. These employees have to constantly be posting updates, and responding to consumers. For the companies that are present internationally, their social media never stops. Even national companies that use social media struggle with keeping up with all time zones. Using social media can also be really risky. It opens up doors for angry consumers to complain, and bash at their company.
2) Who are the different audiences McDonald’s needs to keep in mind when planning to use a social media campaign and why?
When starting a social media campaign McDonald’s needs to think about organizations/people that have a positive perception of their brand and organizations/people who have a negative perception of their brand. Frequent McDonald’s consumers might follow along with their campaign to receive coupons, or win prizes. McDonald’s needs to incentivize these consumers to keep them interested all