McDonald’s attempted to encourage customers to share their good brand experiences on Twitter with the #McDStories hashtag. Instead, the campaign went in a different direction when the consumers took control. It became a trending topic as people shared sarcastic and mocking comments about food quality and service.
Volkswagen recently received criticism with a similar problem after asking consumers for input on Facebook.
Implications: When utilizing social media, it is important to expect to receive both positive and negative feedback. You should be realistic in how your brand is perceived by people and what they will be willing to do for your brand. Be prepared to properly react to a bad situation so your brand image does not suffer.
Cultural Macrotrend: Control Freak