The following post was originally published in eMarketing Wall
When you are a company whose products are synonymous with fast food and poor nutrition and whose job posts have made it into the Oxford English Dictionary as a byword for “An unstimulating, low-paid job with few prospects, esp. one created by the expansion of the service sector,” you might, understandably, want to use social media to get a different message across.
This is exactly what McDonald’s did when it decided to pour some cash into Twitter and buy some Twitter hashtags to promote its use of fresh produce, inserting paid-for tweets into the streams of Twitter users with the hashtag #MeetTheFarmers.
The campaign was intended to last 24-hours and it was well-intentioned enough and, initially, at least, appeared to work. When McDonald’s however changed the hashtag to #McDStories things went south very quickly. The hashtag was hijacked by angry customers who posted Tweets like: Continue reading