Cited: CNN

Not everything that McDonalds comes up with is a big hit, especially when their big ideas aren’t about the Big Mac or bigger fries.

A recent marketing effort by McDonalds that encouraged the public to respond to their promotional Tweet “tell us what you think of us” might have been a step in the wrong direction. While the smarty pants in the McDonald marketing department thought that this would be a great way to use this social media outlet to promote their already omnipresent brand, it also had the unintended consequence of opening up McDonalds to some pretty outlandish comments, and not all of them flattering.

Within just a few hours of the campaign, the McTweet had over 72,000 replies and while company spokespeople say that the overwhelming majority were positive, many weren’t causing McDonalds to

shut down the Tweeter link just a few hours after posting it. Only 2% of the replies were said to be negative but that among them were outright lies, fabrications, and ev

en worse, comical and catchy stories and one-liners that didn’t paint the burger giant in the most attractive colors.  One such tweet is said to have been particularly bothersome to McDonald’s management saying, “One time I walked into McDonald’s and I could smell Type 2 diabetes in the air.”

No one at McDonald’s wants their product to be associated with diabetes, no matter the source of the quip.

McDonald’s acknowledges that it made a mistake in asking for public opinions and then having them posted on Twitter, but it isn’t something that is going to kill their brand or hurt the stock price. However, their underestimating the power, both positive and negative, from using social media as a marketing tool, highlights just how misunderstood this medium is even among the most supposedly sophisticated marketing executives.

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My take:

Wow, it’s a good thing that McDonald’s didn’t ask me what I think of them. But then again, I might not be qualified to answer since I never eat that food since it is poison. On another level, I would expect McDonald’s to realize that they have people that love them and others that hate them so by opening themselves up to be the butt of jokes across the Internet is surprising for such an accomplished brand.

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