When Social Media Campaigns Backfire: McDonald’s Edition

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We all know when a social media campaign backfires. It’s splashed all over our news channels. (Society seems to enjoy train wrecks.

McDonald’s recently jumped on that train—though probably not totally aware of it. Here’s what happened: McDonald’s used a hashtag (#MeettheFarmers & then #McDStories) to incite followers to tweet their McDonald’s experiences. Among the top tweets, according to this article, “I haven’t been to McDonalds in years, because I’d rather eat my own[…]” Well, I’ll stop there. You get the idea.

The hashtag backfired on them. But why? It’s not like McDonald’s twitterer said anything terrible, made an insensitive comment or anything like that. After the fact, even, they changed the hashtag to try to alleviate some of the damage…so what really went wrong?

Please see full article below for more information.

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DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

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