McDonald’s recently launched a new digital marketing campaign that included their promotion of the Twitter hashtag #McDStories. The thought behind the move was that customers would share positive stories about their McDonald’s experience.
The tactic has backfired for McDonald’s- big time. TheState.com summarizes the challenges the fast-food giant has faced since launching the hash. Essentially, foes of McDonald’s, like animal rights activists, have been having a good ol’ time tweeting negative statements using the hash.
This is just another example of social media being social. It doesn’t matter how much money you spend promoting something. If your detractors are vocal offline, they will be just as vocal, if not more, on Twitter. This is by no means a reason to avoid Twitter promotions, just a very important factor to consider when developing a campaign.