Social media has come a long way over the years. Facebook, Twitter, MySpace, etc. are all social media tools most commonly used to allow for communication between friends and family members. Companies have been introduced to the social media world to allow for additional advertising and other campaigning getting their name out there to its customers. Little did these companies know that social media is a way for consumers to say whatever they want for the whole world to see it. Whether for the good or for the bad, social media can affect the way every company advertises and will allow companies to find their true customers. In this paper, I will talk about how social media has affected McDonald’s as a company and how they have dealt with these situations. Social media has a large impact on consumer behavior because it is an easy way for advertisers and marketers to communicate with their consumers. Nan Martin, Managing Director at Relevation Research said “at present, marketers are too cavalier, and even abusive, with their approach to social media relationships because it’s a powerful tool which can pay off but only if used thoughtfully. It’s that very thin line between courting and annoying. Right now some brands are effectively drawing people in, but then undermining their equity by what happens next with their social media activity.” Like Nan said, social media can be a powerful tool if companies can consistently provide reliable products and services to consumers, and strive for brand loyalty. But on the other hand, social media can backfire on a company that doesn’t provide reliable products and services to consumers and that maintains a band reputation. A recent study on social media conducted by Relevation Research (2012), found that 52 percent of US online consumers, 16 years+ have liked, followed or subscribed to a company/brand via social networking; close to a third of these later turn around and dump the companies/brands with which they initially...
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