SLIDESHOW: Social Media Triumphs and Fails of 2012
Got It Wrong: McDonalds
In mid-January, McDonald's (NYSE:MCD) demonstrated a stunning lack of foresight when it launched the McDStories hashtag on Twitter. The company thought that the hashtag would be used by customers to post their favorite nostalgic McDonald's memories, but instead the page became a bulletin board for customer horror stories and a way for past employees to air dirty laundry. Worse, McDonald's has no way to take down the page, so this negative press is likely to keep up for the foreseeable future. Fidelman states that Twitter was a bad choice as the format for this campaign. Had the company used its Facebook page for this community-building campaign, it would have been able to moderate what was posted.