On January 18, McDonald’s launched the Twitter promotion #McDStories with the following tweets from the @McDonalds account:
“When u make something w/pride, people can taste it,” – McD potato supplier #McDStories http://t.co/HaPM5G9F
Meet some of the hard-working people dedicated to providing McDs with quality food every day #McDStories http://t.co/BoNIwRJS
From there, the #McDStories hashtag was born, but probably not in the way McDonald’s was hoping. Negative tweets about the fast food giant began to surface, ranging from crude to funny to devastating zings.
We used Social Radar to analyze conversations online.
#McDStories conversation topic cloud
Since the #McDStories campaign began, 78% of mentions have been negative.
Content distribution
An average of 86% of #McDStories mentions came via males.
McDonald’s sentiment
Overall conversations around McDonald’s are currently 52% positive.
Marketers are constantly told to engage with their customers via social media. But is this a case where a traditional print ad might have generated more positive buzz?
January 24, 2012
[...] a completely different note, sometimes attempts at connectivity backfire. Buzz Study highlights McDonald’s attempt to create Twitter buzz for itself with [...]