McDonald’s: Using Social Media to Connect with Customers




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Introduction

In October 2013, Atif Rafiq joined the US-based fast food company McDonald’s Corporation (McDonald’s) as the Chief Digital Officer. This position was created with the view to building up the company’s digital strategy to keep the customers engaged with the brand.

According to Steve Easterbrook, Chief Brand Officer of McDonald’s, “Consumers visit and interact with our brand in multiple ways -- and digital continues to grow increasingly important to them.” He added, "Atif will lead a more coordinated and comprehensive digital strategy for our global organization as we deepen our connection with our customers.” ...........

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McDonald’s was incorporated in the 1930s and went on to become one of the largest fast food companies in the world with a presence in 119 countries across the world as of 2014. With the advent of the digital era, McDonald’s started connecting with customers online through various social media websites, apart from its own websites. .........

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