#MCStories caused hate attack within the first two hours. Mcdonald’s decided to take it down and replace it with #MeetTheFarmer
•McDonald’s learned a harsh lesson in social media marketing: When you encourage people to talk about your company, they’re not always going to say nice things.
McDonald’s social media director Rick Wion statement:
Last Thursday, we planned to use two different hashtags during a promoted trend – #meetthefarmers and #mcdstories.
While #meetthefarmers was used for the majority of the day and successful in raising awareness of the Supplier Stories campaign, #mcdstories did not go as planned. We quickly pulled #mcdstories and it was promoted for less than two hours.
Within an hour of pulling #McDStories the number of conversations about it fell off from a peak of 1600 to a few dozen. It is also important to keep those numbers in perspective. There were 72,788 mentions of McDonald’s overall that day so the traction of #McDStories was a tiny percentage (2%) of that.
With all social media campaigns, we include contingency plans should the conversation not go as planned. The ability to change midstream helped this small blip from becoming something larger.
What did Mcdonald’s do?