Social media is fast becoming one of the major media tools which are being used by the various business enterprises for the process of their business (Russo 2016). The use of this particular media tool renders various kinds of benefits to the business enterprises not only for promotional purposes but at the same time for communication and other purposes (Li, Cui and Shen 2014). It is a reflection of this particular fact that it has become necessary for the various business enterprises to take the help of this particular media tool (Erragcha and Romdhane 2014). The company McDonald’s Twitter campaign is a pertinent example in this regard which aims to not only improve the market image of the organization but at the same to increase the customer base of the concerned organization as well. This paper will discuss about this particular media campaign of the organization McDonald’s and the benefits that it rendered to the concerned organization.
The Twitter campaign of the company McDonald’s named “#MeetThe Farmers” was intended to dispel the doubts of the customers regarding the manner in which the food that the organization offered to the customers was produced by the organizations. This can be seen as a response of the concerned organization towards the concept of ethical consumerism that has gained popularity in the recent times. It is pertinent to note that in the present the customers are becoming increasingly interested in the manner in which the products or the services that they opt for are being produced by the organizations (Robinson Jr et al. 2014). Furthermore, in the recent times it was seen that the concerned organization has received various backlashes regarding the manner in which the food products that it offered to the customers were being manufactured by it. Furthermore, there are others who have raised doubts about food safety issues and also hygiene as well. Thus, this campaign can be seen as a response of the concerned organization towards the process of dispelling these rumors. In addition to this, the campaign at the same time highlighted the interests of the farmers and thereby sought to improve the market value or the image of the customers as well.
The trend of the effective use of the tool of social media for promotional as well as other purposes has proved to be very beneficial for the various organizations over the years (Cawsey and Rowley 2016). The tool of social media compared to the other traditional tools is not only comparatively less expensive but at the same time the effective use of this particular tool enables the diverse organizations to reach out to a much larger number of customers and that too within a very short time (Cawsey and Rowley 2016). Furthermore, the effective use of this particular tool for marketing as well as promotional purposes enables the organizations to provide the required as well as relevant information to the various customers from the diverse parts of the world about the products or the services offered by them in a much better manner (Ashley and Tuten 2015). In addition to this, the organizations even have the opportunity to advertise about the products or the services that they would be launching in the near future to the customers much earlier than their actual launch in the business market (Hassan, Nadzim and Shiratuddin 2015). This is important since it is seen that many business enterprises have been to build the anticipation of the customers and bank on them for the sale of their upcoming products or services.
The use of social media tools like Twitter, Facebook and others have at the same time improved the communication process used by the various organizations (Effing and Spil 2016). For example, the use of the social media platforms for the purpose of interacting with the customers has gained prominence in the present times (Effing and Spil 2016). This is something which is called by the name of relationship marketing and is used to enhance the customer satisfaction as well as loyalty. The various business enterprises thus taking the help of these media fan pages try to create a platform wherein the customers would be able to interact with the organization as well as the other customers as well. This is important since in the present times the customers generally get influenced by the opinions of the other customers and also the review of the organization (Tsimonis and Dimitriadis 2014). Therefore, it can be said that the effective use of the social media tools provides various kind of benefits to the organizations. However, at the same time there are various negative aspects of the usage of social media as well. For example, it is seen that are many people who still do not use the social media tools but they are potential customers of a particular organization (Li, Cui and Shen 2014). Thus, if an organization develops a social media tool then it will not be able to reach out to these people. In addition to this, there is another negative aspect of the social media usage within an organization which is the fact that many people tend to misuse the tool of social media and thereby the entire idea of the usage of social media becomes a mere façade (Li, Cui and Shen 2014).
The social media campaign of the concerned company was mainly intended for the customers who were having doubts about the source of origin of the raw food materials used by the company. However, at the same time to make the campaign much more effective the organization needs to make the campaign much more broad and make it appealing to the other customers as well (Cawsey and Rowley 2016). For example, addressing the doubts as well as queries of the other genre of customers would also be an advisable thing. Thus, the concerned organization would have to develop the kind of media campaign which will take into consideration the majority of its customers.
The future campaigns of the concerned organization should be designed taking into effective consideration the other doubts as well as queries of the customers. Furthermore, it would also be advisable that the concerned company should not narrow down the scope of the campaign and keep the context as well as scope much broader unlike the one “#MeetThe Farmers”. Moreover, incorporating some better promotional agendas would also be helpful for the concerned organization.
|
Health conscious customers |
To make them aware that the food offered by the company is made from healthy materials |
The raw materials used by the company for the manufacture of the food products are completely healthy as well as natural. As a matter of fact that majority of them are derived from natural sources itself |
Social media |
Once in a month |
|
Price conscious customers |
To convince the customers that the company offers the best quality products at the lowest prices |
The prices of the food items have been put in such a manner that we are able to provide the best products at the lowest market prices |
Social media |
Once in a month |
Conclusion
To conclude, the use of social media for the process of marketing as well as promotion of products have become an important one and there are various companies who are actively taking the help of these social media tools. The use of social media within the framework of a particular organization provides various kinds of benefits not only for marketing and promotional purposes but for others as well. However, there are various negative aspects as well of the usage of social media. In addition to these, there are various other factors that the organizations need to take effective consideration like the nature, scope of the campaign and others for the development of an effective social media campaign.
References
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), pp.15-27.
Cawsey, T. and Rowley, J., 2016. Social media brand building strategies in B2B companies. Marketing Intelligence & Planning, 34(6), pp.754-776.
Effing, R. and Spil, T.A., 2016. The social strategy cone: Towards a framework for evaluating social media strategies. International journal of information management, 36(1), pp.1-8.
Erragcha, N. and Romdhane, R., 2014. New faces of marketing in the era of the web: from marketing 1.0 to marketing 3.0. Journal of Research in Marketing, 2(2), pp.137-142.
Hassan, S., Nadzim, S.Z.A. and Shiratuddin, N., 2015. Strategic use of social media for small business based on the AIDA model. Procedia-Social and Behavioral Sciences, 172, pp.262-269.
Li, H., Cui, J. and Shen, B., 2014. A Study towards Application-driven Social Network Analysis. JCP, 9(1), pp.134-145.
Russo, E., 2016. Short channels: a brand strategy for the Piana del Sele. Agriculture and agricultural science procedia, 8, pp.494-498.
Tsimonis, G. and Dimitriadis, S., 2014. Brand strategies in social media. Marketing Intelligence & Planning, 32(3), pp.328-344.
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