The Cons of McDonald’s using of Social Media Marketing

Less easy to control. Since Facebook and Twitter are opened to public, customers can leave comments easily. It may destroy the brand image if customers leave some negative comments on Facebook or Twitter. For example, there are some negative comments on YouTube that related to McDonald’s post, people would have negative impression of brand.

More time for monitoring. Since Internet is 24/7 (24 hours per day and 7 days per week), McDonald’s need spend more time to monitor the online platform and share the news frequently to keep update customers.

Unable to reach mass audience. Traditional marketing is easy to reach public by commercials and print advertisements. However, Social Media Marketing only targets a niche audience through online platform.

Restrict to enter country. Facebook and Twitter are blocked by Mainland China. That means social media marketing restrict to enter in Mainland China. People can’t see the updated news or corporate information of McDonald’s when they are in Mainland China. It is difficult to build closed relationship with customers.
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Source:
http://www.youtube.com/watch?v=5ZdALTZ6aA8

The Pro of McDonald’s using of Social Media Marketing

Enhance the interaction of customers. McDonald’s posts news on Facebook or Twitter, customers can express their opinions on immediately. Therefore, McDonald’s can get the feedback accordingly.

Build relationship with customers. It can show social responsibility to public when McDonald’s post corporate news that related to community or sponsorship on Facebook or Twitter. Customers may have good impression of McDonald’s.

Reach of niche market. Using of Facebook and Twitter are relatively low cost method of directly reaching a niche audience or a mass audience. It can reach a niche audience that use Internet frequently.

Relative low cost. Establish Facebook and Twitter account are free of charge. It is a low cost method to promote the brand and build close relationship between McDonald’s and customers.

Case Study (2) - How McDonald's Uses Social Media Marekting

Another channel is Twitter. McDonald’s establishes a team to upload the latest news, promotions and a few surprises on Twitter as well. McDonald’s team share their daily life experiences on Twitter especially. Followers can comment and quote their post to their blog. It can enhance the interaction with customers and followers can know the news immediately.

Moreover, there is another account of McDonald’s called “About McDonald’s”. McDonald’s team monitors it. People can find more news that related to McDonald’s as well. Sometimes, they would like to introduce corporate news in Twitter. For example, they mentioned “McDonald’s Shek Forever After Happy Meal launched today in France”. It is a one of the promotional channel to public.

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Sources:
http://twitter.com/AboutMcDonalds
http://twitter.com/McDonalds