McDonald's Should Have Known Farmers Twitter Campaign Would Go Bust

mcdonaldsLast week, McDonald's jumped on the social media bandwagon and tried to get a campaign going via Twitter. The purpose was to show the fast food chain's commitment to fresh produce and meat via the telling of uplifting stories on Twitter using the hastags: #MeettheFamers and #McDStories. The campaign didn't go quite as planned. In fact, it went the opposite of planned. The fine folks of the Twitterverse looked at the hashtags as the perfect opportunity to share their really, really icky McDonald's stories.

I mean, seriously, did McDonald's expect much more from the Internet? We're a bunch of classless animals on here!


Sadly, the Golden Arches had to pull their #McDStories hashtag -- after two hours. Their #MeettheFarmers one is still up and running. The company's social media director put out this slick statement on the snafu: “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. As Twitter continues to evolve its platform and engagement opportunities, we’re learning from our experiences.” Well-said.

Here's the thing, though, if you're McDonald's -- or any fast food chain for that matter -- you probably shouldn't have some sort of Twitter campaign going on. I know, we're in the digital age and everything, but social media is run by the people. And the people are a**holes. Unfortunately, you can't assume that everything every random person says about you on the Internet is going to be positive (trust me, I know from experience!). In fact, it's usually negative. It's the sad truth, but that's the world we're living in -- the mean, anonymous world.

McDonald's shouldn't feel bad, though. Just last year, Wendy's went through a similar situation with their #HerestheBeef campaign. See? It's not you, it's them. Or us? I'm not sure which Internet category I fall into. Either way, don't lose sleep over it, guys. It happens to the best of 'em. 

Are you surprised that McDonald's Twitter campaign resulted in this?


Image via sfxeric/Flickr

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