McDonald’s: Using Social Media to Connect with Customers




Case Details Case Introduction 1 Case Introduction 2 Case Excerpts

Abstract

The case discusses the social media strategy of the world’s leading foodservice retailer, McDonald’s. As of 2013, the company was serving more than 69 million customers each day in 118 countries and was the world’s leading global foodservice retailer with around 34,000 locations. Since 2008, McDonald’s had been active on the social media and was able to connect with digital savvy consumers and build customer loyalty.

Two major social media platforms that McDonald’s used were Twitter and Facebook. Based on the customer engagement on these platforms, McDonald’s had developed various strategies and processes that helped it build customer loyalty. It used these websites to communicate with customers, keep them engaged with the happenings in the company, and indulge in interesting conversations with them.

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Issues

The case is structured to achieve the following teaching objectives:

  • To understand the role of social sites in McDonald’s marketing strategy and the benefits accruing to the company in terms of increasing sales and customer reach.
  • To understand the pros and cons of social sites for a global restaurant chain like McDonald’s.
  • To analyze the company’s efforts in handling the positive and negative responses from the public on social media.
  • To understand how the customers’ responses on social sites are different when the marketers ‘talk with’ the customers and respond to their doubts and queries. To examine the level of satisfaction the customers receive from such two-way interactions.
  • To understand how to analyze the opportunities presented by the social media outlets and how to grab these opportunities.
  • To understand how McDonald’s has been using social sites, apart from promoting its products, for activities of social cause.

Contents
Introduction
Background Note
Foray Into Social Media
Twitter
Facebook
Other Social Sites
The Other Side Of Social Media
Exhibit

Keywords

McDonalds, Social Media, Twitter, Facebook, Instagram, PInterest, business communication, marketing communication, social sites, digital strategy, customer engagement, brand building through social media,

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