Just last week, a twitter campaign organized by the McDonald’s company backfired as it began to attract the wrong kind of attention.
Last Thursday, McDonald’s decided to embrace the power of Twitter by formally launching 2 Hashtags namely, #MeetTheFarmers and #McDstories to promote the guarantee of a fresh produce now being advocated by the said company.
As thousands of people responded positively to the #MeetTheFarmers campaign, a lot more people were hooked with sharing their own experiences by using the hashtag #McDStories. But instead of great feedbacks, it drew terrible responses from its followers.
Following the social media disaster, an emailed statement from McDonald’s social media director Rick Wion was released.
“Last Thursday, we planned to use two different hashtags during a promoted trend – #meetthefarmers and #mcdstories.
While #meetthefarmers was used for the majority of the day and successful in raising awareness of the Supplier Stories campaign, #mcdstories did not go as planned. We quickly pulled #mcdstories and it was promoted for less than two hours.
Within an hour of pulling #McDStories the number of conversations about it fell off from a peak of 1600 to a few dozen. It is also important to keep those numbers in perspective. There were 72,788 mentions of McDonald’s overall that day so the traction of #McDStories was a tiny percentage (2%) of that.
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.”
Now, that’s one event we should all learn from when we decide to use this present day’s most powerful marketing tool – the internet.
Inbound Marketing Takeaway:
Expect the unexpected… Always have a disaster plan.
That’s it for now! I’d love to hear your thoughts in the comments below.