Assignment Questions
What are the potential advantages and disadvantages for an organization when using social media?
Potential advantages for an organization when using social media are building direct connections with the customers by providing them information about the company, information about its’ products, information about what company stands for thus increasing interest to the company itself and its’ products and increasing sales.
Potential disadvantages for an organization when using social media are increasing interest of the haters to the company itself and its’ products. Social media might have an opposite effect to the one that is expected.
Who are the different audiences McDonald’s needs to address when using social media campaigns and why?
Audiences that McDonald’s need to address, when using social media campaigns are:
Customers (students, households with average level of income, people who live fast etc.)
Media (magazines, journals, newspapers, bloggers) (to let these institutions forward the information about companies products and discounts to the customers)
How can Wion and his team better design future Twitter campaigns for McDonalds>
In order to better design future Twitter campaign for McDonalds, Wion and his team should hold a survey for a study group to know which hashtags will cause negative and positive feedback. Wion and his team should hold a study to learn if there are any companies, who are already running a successful social media campaign to learn which tricks and lifehacks this campaign has used to achieve success. Wion and his team should hire specialists in social media marketing, who know how to launch a successful media campaign, know how to avoid risks and know how to reduce negative effect if there is any.
Devise a strategy for Wion to encourage better media relations and more accurate reporting
Timing (What date should be used?) Timing should be chosen depending on the specific day for every nation, where McDonald’s restaurants are. For example, “Earth day 22 April”. As the results show, the perfect time for making a post on Twitter is between 12 pm and 3 pm. Other social media have their own perfect timing.
Audience (Who should receive the communication?) The communication should be received by the customers (company lovers).
Sender (Who will send the communication?) The communication will be send by the head of social media campaign or his/her direct assistant.
Key Message (What are the main points and themes?) Main points and themes in the campaign should be usage of fresh ingredients, the food is made of, that contains no GM elements and that was grown in a peaceful and earth loving manner.
Desired Outcome (What behaviors are desired?) Desired behaviors are positive feedback from the customers, mentioning that the quality of food has grown up, become tastier and the fact that ingredients were grown in a healthy way, brings them an understanding that consuming and growing of this food is good both for them and the ecology.
Medium (What communication channels will be used?) Communication channels that will be used are: Facebook, twitter, Instagram, periscope.
Materials (What should the company leave behind?) The thing is that the customer wants to know what he/she consumes, thus the effect of a transparent social media campaign is desirable. The company should leave behind its “dirty underwear”.
Frequency (How often should messages be sent?) Once a day during a certain period, tracking the number of responds on a daily basis. Closing this certain social media campaign would be logical when the number of responds meets the lowest possible rate.
