Free Essay

Is Social Media Marketing Beneficial for Mc Donalds

In: Business and Management

Submitted By senorbarba
Words 1332
Pages 6
Introduction

For companys social media marketing has become a very important strategic operation within the last years due to the changing habits of the population. More than one billion people worldwide are using facebook actively nowadays and the number is still increasing. (Chart no. 1: (Brandt, 2012, Statista)).

Therefore companys need to adopt to this dramatic change in communication and have to be present on social platforms, to stay in customer contact and build relationships (Edelman, D.C. (2010), “Branding in the digital age“).

This term paper deals with the question wheater social media marketing is an opportunity or threat for Mc Donalds, in particular Mc Donalds Germany. Although social media is a must-have for companys nowadays and nearly twenty thousand firms have a facebook page for their business, social media could be a threat for companys. Especially fast food restaurants are often criticised by protestants and social platforms are perfect places to make their criticism public.
So businesses need to evaluate wheather social media is an opportunity or threat for their performance.

My thesis statement is that social media marketing is very effective for companys as well as for Mc Donalds and possible threats do not represent a serious danger for them.

Importance of social media for companys nowadays

Social media marketing is a type of onlinemarketing, where companys use social media for several purposes. There are several possibilities to use social media for business useful, for example foster a good image, increase brand awareness, increase sales or offer support for customers and strengthen customer relations (Onlinemarketing-praxis.de).

More than one billion people are using facebook and other social media platforms nowadays, so through social media companys are able to reach as much people as no other channel is able. The importance of social media is also shown by the fact that 58% of businesses that used social media platforms over a period of three years have incresed sales during this period (forbes.com, 2012).

Social media has become unavoidable if they want to maintain or expand their marketshare.

The value of a “Like“ on facebook: Companys are able to share content among their fans and therby increase the depth of engagement and loyality among fans which generates incremental purchase behavior. Furthermore friends of the companys fans are influenced (Lipsman, A.,2012, „The power of “Like“).

Social media marketing enhances the product: The best thing business can do is to listen to company’s fans and provide them with the content they want. Furthermore companys try to engage customers, manage customers service and therby strengthen customer relationships while satisfying them (Bynum-Degen, K., 2011, Sozialized Marketing).

Counter Argument: On the other hand social media marketing could only be effective if companys are really committed to create an interessting and valuable social media website. If companys are not caring for valuable content for users they are going to “unlike“ this brand, because they do not want to be annoyed by their posts in their newsfeed (socialmediatoday.com).

Mc Donalds in Social Media

Social media marketing is very important for business as such and for Mc Donalds there is no exeption. Quite the contrary, for Mc Donalds social media is a large opportunity. At the moment Mc Donalds Germany is opperating a facebook page with more than 2.2 million fans. Among their fans on facebook they started social activities like “My Burger“ were everybody is able to create his or her own burger by choosing among several ingredients. The five best burgers were then offered by Mc Donalds Germany (mcdonalds.de).

Food and beverages generate strong emotions: Due to the fact that food, beverages and the food culture as such are connected with strong emotions like sociablity and feelgood factors there is a hugh opportunity to get into conversation with the commuity (socialmediatoday.com).

“My Burger“: “My Burger“ was a complete success for Mc Donalds Germany. The involvement was tremendous in 2011, more than 300,000 burgers were developed and revenue increased by 6 percent in comparison to 2010. So through “My Burger“ Mc Donalds developed much better than Burger King, the main competitor of Mc Donalds’ (handelsblatt.com).

Counter Argument: Mc Donalds also experienced the bad sides of social media, when Mc Donalds started to introduce a Social-media-image campaign on twitter. Due to the fact that Mc Donalds did not earn much resonance in the beginnig, the concern bought a so called “sponsored tweet“ whereby also people who did not follow Mc Donalds received image polishing news from Mc Donalds. Many people who are critical of Mc Donalds took this as a reason to spread content which harms Mc Donalds’ image (handelsblatt.com).

Conclusion

To sum it up one can say that social media is a great opportunity for Mc Donalds. Cases like “My Burger“ have shown that through social media marketing companys are able to reach much more people than through traditional marketing tools.
The fact that social media as such is increasing in popularity for human beings makes social media marketing more important for companies nowadays. Through one single facebook fan a company is able to reach all the connected friends of him or her’s. Furthermore companies are able to improve products they offer by listening to customers via social media. That also enhances customer service and companies build strong relationships with their clients.

However there are also negative examples of social media marketing like facebook users that are annoyed by companies advertising in their newsfeed and especially Mc Donalds experienced a little social media disaster. But overall these negative examples of social media do not really endanger Mc Donalds.

All in all social media is more an opportunity than a threat because campaigns like “My Burger“ were a great success fort he concern. More than 300,000 burgers were developed and nearly every fourth german was reached. Furthermore the turnover increased by six percent in comparison to the previous year.

So all in all one can say that social media is a great opportunity for companies espacially for Mc Donalds whose social media marketing was a real success in the past.

Reference List

Bynum-Degen, K. (2011). Socialized Marketing p.42

Edelman, D.C. (2010). Branding in the Digital Age. P.64

Forbes (2012). The Developing Role of social media in the modern business world. Retrieved 8.8.2012 from http://www.forbes.com/sites/moneywisewomen/2012/08/08/the-developing-role-of-social-media-in-the-modern-business-world/

Get Shared, (2013). The important of social media marketing for business. Retrieved from http://getshared.co/the-importance-of-social-media-marketing-for-businesses/

Handelsblatt, (2012). Bei Mc Donald’s perlt es bald. Retrieved 25.02.2012 from http://www.handelsblatt.com/unternehmen/handel-dienstleister/neuheiten-bei-der-fastfood-kette-mein-burger-aktion-erfolgreich/6674690-2.html

Handelsblatt, (2012). Mc Donalds experiences Twitter Desaster. Retrieved 26.01.2012 from http://www.handelsblatt.com/technologie/it-tk/it-internet/social-media-mcdonalds-erlebt-twitter-desaster/6114416.html

Lipsman, A. (2012) The power of „like“: How Brands reach fans through social media marketing. P. 40

Onlinemarketing-praxis.de (n.d.). Social Media with Success. Retrieved from http://www.onlinemarketing-praxis.de/social-media/social-media-mit-erfolg

Onlinemarketing-praxis.de (n.d.). Definition: Social Media Marketing. Retrieved from http://www.onlinemarketing-praxis.de/glossar/social-media-marketing-smm

Socialmediatoday.com (2012). Social Media: Is it necessary fort he food industry. Retrieved 14.12.2012 from http://socialmediatoday.com/aaronkesteloot/1078206/social-media-it-necessary-food-industry

Socialmediatoday.com (2013). Facebook Survey: What users hate about brands. Retrieved 8.8.2012 from http://socialmediatoday.com/amy-birch/1342266/brands-facebook-users-likes-dislikes

Chart no1:

Statista (2012). 1.Mrd. Menschen nutzen Facebook. Retrieved 4.10. 2012 from http://de.statista.com/themen/138/facebook/infografik/638/anzahl-der-monatlich-aktiven-nutzer-von-facebook/

I herewith declare that the following work I prepared is my own without the use of materials other than those cited.

Place, date, signature
Florian Meier…...

Similar Documents

Premium Essay

The Role of Social Media Marketing

...Social Media Marketing: Getting the Point Across Walter Williams Strayer University Introduction In an age where technology is everything social media marketing has become a major instrument in organizations’ advertising strategies. With the development of several social networks such as Facebook, Twitter, and Instagram there are so many avenues available for companies to advertise their products and services. In this paper I will be discussing why the use of social media marketing has increased dramatically for businesses, the advantages and disadvantages of social media marketing for entrepreneurs, how Pepsi has gain an edge with customer insight with the use of social media marketing, the impact that social media marketing will have over the next decade, and the skills need to take advantages of social media marketing. I will also provide two businesses that use social media marketing and how their use allows them to gain an edge on competition. Social Media Marketing Today Social media marketing has experienced a large increase over the last couple years. An overwhelming 94 percent of marketers, when surveyed, stated they employ social media marketing in their advertising (Stelzner, p. 10). Although, according to Stelzner, this number dropped 7% from the previous year, social media marketing is still highly beneficial to a vast majority of businesses. Influencing the power of content and social media marketing can help increase customer fan base and audience...

Words: 2504 - Pages: 11

Premium Essay

Social Media Marketing

...ROLE OF SOCIAL MEDIA IN MARKETING: The word ‘Social Media’ consists of two diversified terms, depicting broader synergy. Media is a means of advertising and the communication of ideas,thoughts and information through discrete mediums. Whereas, the word Social indicates the interaction between individuals and their environment. Social media marketing is a kind of marketing which uses online communities, social networks, blog marketing, specifically to market or promote a certain product/service. Social Media has become the growing trend nowadays. As for businesses, it has evolved as a marketing opportunity that excels the traditional intermediaries, and connects the company directly to its customers. Nevertheless, it is the only marketing platform that encourages fool proof communication, and accountability amongst the marketers and consumers. Globally, companies have recognized Social Media Marketing as a potential marketing stage. Hence, they continue to bring innovations to this area of interest, in order to power their advertising campaign across international borders. It’s a great mechanism that combines technology with broad social interaction. Its typically based on internet, or mobile/smartphones, and uses Twitter, Facebook, MySpace, Orkut, YouTube, and etc, as its main tools for commerce. Thus, the benefits of social media marketing include; brand accessibility and awareness, consumer interactions, barometer or reputational management, cost......

Words: 313 - Pages: 2

Premium Essay

Social Media Marketing

...recent times, marketing has been looking to the internet as an as of yet improperly utilized tool. More and more businesses are becoming interested in the use of social media not only to market, but also to gain a better connection with their consumers. What is the reason for this? What advantages do social media hold that businesses are beginning to find value in? Perhaps it is the ease of access, or the relatively low cost compared to traditional marketing avenues. What kind of value can be found in social media? It is exceedingly popular among teenagers and young adults, and has a good userbase of adults as well. This by itself is a strength; a huge number of people use social media every day. Additionally, social media sites are very easy to join and use. Most offer free membership, only requiring the user to have an internet connection. This gives it an advantage over television marketing campaigns, as there’s not a requirement that the people intended to see an advertisement to own equipment, or pay for a monthly subscription to a service. Additionally, consumers can use public computers to get the same effect, whether it’s in a public library, or a school computer lab. Most importantly, however, is the social bleed-through that can be observed. Social media is not something done alone at home. It’s done everywhere; in grocery stores, barber shops, on-the-go. This also lends to the mobility of social media, which in turn allows for social media marketing to become......

Words: 2398 - Pages: 10

Free Essay

Social Media Marketing

...Social Media Marketing BUS508: Contemporary Business November 30, 2013 What is Social Media Marketing? Why has Social Media Marketing become so popular? Is it now the most effective way to advertise and market? I have chosen to first define both marketing and social media. In my analysis it will allow you to fully grasp the importance and meaning of marketing and social media. My analysis will also allow you to easily determine why Social Media Marketing has become so popular among businesses. I’m a big believer in social media so I will display that throughout my paper. With technology in this day and age people always have the Internet in the palms of their hand and social media is always a button away. What is marketing? Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large (Boone & Kurtz, 2012). Without proper marketing strategies businesses would not be able to sell their goods and services. The most effective rule to consumers is to ensure that they always get what they want and always meet their needs before they ever surface. Marketing has always been part of business, from the earliest village traders to large 21st-century organizations producing and selling complex goods and services (Boone & Kurtz, 2012). How people market has now evolved and is now more on social media than ever. Social media is one of......

Words: 2574 - Pages: 11

Premium Essay

Social Media Marketing

...SOCIAL MEDIA MARKETING Bizuayehu D. Weretaw Submitted to: Professor Yohannes Abate, PhD. Contemporary Business (BUS508) Strayer University, Takoma Park Campus November, 2013   Introduction In these days of technology, our daily activities and social interactions are becoming dependent on social media. This is not limited to people who are living in most advanced countries but in less technologically advanced countries as well. This, in other word, indicates that social media has become a global phenomena. Published and unpublished sources show that over a billion of people around the globe visit social media at some time regardless of the amount and nature of use. Understanding the ever growing number of subscribers, software programmers are developing various social media platforms considering the cultural and linguistic background of the user society. The most popular social media sites, as most of witness or could guess, are the Facebook and Twitter but the Chinese Qzone, the Orkut of the Brazilian (which is owned by Google), Friendster of the Malaysian and other less popular social media platforms are already in the market being visited by their respective users. Some of these social media take in the form of social networks, some others take in the form of internet forums, social blogs, pictures and videos, etc. For individual user, social media may be entertaining or the user have fun simply by interacting with his friends or groupies or listen to a...

Words: 2877 - Pages: 12

Premium Essay

Marketing Channel with Social Media

...This paper will try to analyse and synthesize four article journals around the scope of marketing channel with social media. Analysis and recommendation to the problems identified about brand loyalty will be discussed after presentation and summary for all the journal articles. Jay M. Bernhardt Darren Mays Amanda K. Hall, (2012),"Social marketing at the right place and right timewith new media", Journal of Social Marketing, Vol. 2 Iss 2 pp. 130 - 137. This journal article is set to find out the effect of new media in social marketing. This paper is to seek to discuss how the new media revolution can improve social marketing by bringing the “place” closer to the consumer. The study utilised the authors viewpoint and arguments in understanding the impact that the social media brings to consumer and business owner in terms of bringing them closer together. No empirical methodology is used to present their arguments. The findings from this journal is that the rapid growth of social media and the massive use of mobile phones will give social marketers and advantage in engaging with the customers in a radical new way. This type of marketing channel is effective in relationship marketing and is potential in getting high volume of consumer-business owner engagement. In term of place, it brought them together in real time interactions. The authors suggested that social media has bring positive impact in consumer-business owner relationship. Not long ago, consumer may not be able to...

Words: 1597 - Pages: 7

Premium Essay

Social Media Marketing

...Social Media Marketing Zayda Patton Principles of Marketing BUSB340 Dr. Vernon R. Stauble July 28, 2011 Social Media Marketing Social Media Marketing is an internet-based that allows people to participate actively in the marketing and selling of products and services in online marketplaces and communities. It is used to persuade consumers to buy products and services that are worthwhile to them at low-cost combining technology and social interaction (Lake, 2011). It allows businesses marketing their products at cost effective with the advantage of targeting specific markets. Social media is an online word of mouth communication that creates a cycle of acquisition and retention (Morton, 2001). Social media gives marketers a voice and a way to communicate with peers, customers and potential consumers. It personalizes the “band” and helps to spread the message in a relaxed and conversational way (Lake, 2011). It has provided great benefits to small businesses to access potential customers without investing great amount of money on paid advertising. Now days, businesses can take advantage of being part of social media marketing to promote their products and services. To have an effective social media marketing a company needs to analyze and determine what market they will be targeting and what kind of data is available to identify the factors that are important to the company to achieve the goals desired (Stephens, 2011). The best way a company can effectively start...

Words: 1264 - Pages: 6

Premium Essay

Mc Donalds

...their father Patrick Mcdonald in 1937 was having a hot dog cottage called as Airdrome restaurant near the airport. I. Situation analysis Economic factors: Currency trade likewise have an extraordinary effect on any organization. USA has a High duty ratio, Low unemployment created country, dealing in international money (Dollars).Business for Mc donalds in USA is as of now settled and low gambled yet for India high unemployment rate, dealing in Rupees as coin and a huge number of individuals living beneath neediness line is a sympathy toward Mcdonalds. Culture: One can't envision a day when the road side 'vada pav', "chaat" slowdown in our urban communities will vanish. It's such an essential piece of who we are as Indians. Demographics: McDonalds has made its surroundings suitable for school/understudies to home base with their companions and snatch their lunch at McDonalds. Psychographics: McDonalds has adjusted by comfort and way of life of the Indian buyers, as India has an enormous vegan populace so McDonald's thought of an alternate and new product offering which incorporates things like Mc Veggie burger and Mc Aloo tikki Burger. Consumer Behavior: There is exploration required to figure out the dietary patterns of individuals in an aggressive setting. . It is giving play territories to guarantee various families visit its outlets with youngsters. Porter’s five forces 1)Threats of New Entrance: It is difficult to make a noticeable brand name. New......

Words: 787 - Pages: 4

Premium Essay

Social Media Marketing

...The territory of Social Media is expanding exponentially. As a result, the rules for promoting your business or organization have been re-written. Millions of people all over the world use social networking sites every day, making them part of their daily lives. Because social media networks traffic so much attention, they have become a powerful vehicle for advertisers to create interest and bring recognition to their brand. Social media sites consume nearly 25% of people’s time online. The number of people who are visiting social media sites has increased by 24% over the last year. In 2010 $716 million was spent on social media marketing and it is expected to reach 3.1 billion by 2014. At that point social media will more influential than email or mobile communication. Social Media Marketing is defined as the methodical use of marketing through social media as a means for building a business. There are several goals when striving to implement social media marketing. Establishing brand recognition is a common goal. Since the majority of the population is already visiting social media sites like Facebook, Twitter and YouTube, getting your brand name all over those networks can help let people know that you’re around. For companies or organizations that are small or are just starting out this is an important implementation in marketing strategy. How else can you reach thousands of customers and prospects all over the world with practically zero advertising costs? 54% of......

Words: 1407 - Pages: 6

Premium Essay

Social Media in Marketing

...Paola Basantes Writer Choices Social Media in Marketing Enough of the Facebook, Twitter, and Instagram accounts. They say it hurts us because we are so addicted and it will fry our brain. Well that's what they all say. But as for me, I say thank you to these accounts. Social media has brought so many new opportunities for me and everyone around the world. I think everyone knew after one day of having a Facebook account that this new type of media would help people keep in touch with long-distance friendships and far away relatives. However, I don’t think they even had an inkling of what kind of benefits social media could bring into the lives of a business. Businesses everywhere, young and old, are jumping on this new fad of marketing themselves through multiple social media sites. According to Consumer Reports, in June 2012 there were more than one hundred and fifty million Americans with Facebook accounts and over five hundred million memberships worldwide (Fewkes 92). What does this mean for the market industry? Money flowing like the Colorado Rockies. Marketers for businesses saw the ideal opportunity to make more money by simply putting ads on Facebook or making a page about themselves to help promote and get the word out there. Facebook and other social networks were more efficient than ad exchanges and delivered higher-quality users than any other marketing channel or stream. Facebook has really created this new category and kind of occupies it in terms...

Words: 1388 - Pages: 6

Premium Essay

Social Media Marketing

...Social Media Marketing The New Age of Business Name: Dipali Patel Student Number: 300814137 Professor’s Name: Nadira Singh Course Name: Business Culture & Craft Course Code: BUSN 733 Date Submitted: 11/18/2015 Executive Summary Social Media Marketing is the best opportunities available today to connect with prospective consumers. Social media marketing is the new mantra for current businesses to socialize. Marketers are focusing on different social media opportunities and taking new social initiatives more than ever before. Now days, business cannot afford to have no presence on the social channels, all business small to large uses Social Media Marketing for their marketing activities. In the current business practices, many companies and marketers are not using social media marketing effectively. Marketers are using selected social media platforms and staying not interested for other available many different social media platforms. In addition, many marketers present avoiding attitude towards new social network. Many marketers are not spending proper time the social media marketing. To stay in the competitive marketplace and grow the business, marketers should Increase their use of Social media marketing and use different possible social media platforms for the marketing activities. Companies and marketers have to adopt new social media networks to grow their connections and should spend more and more time......

Words: 4071 - Pages: 17

Premium Essay

Social Media Marketing

...Owner Katelyn Clouser Pursona, LLC Marketing Experts 6501 Whitesville Rd, Ste. 200 Columbus, GA 31904 EXECUTIVE SUMMARY Hello Sole Sisters! As an avid customer of Pursona’s I come to you today to present a plan in which I hope will gain you many more customers and fans. In the past snail mail, television advertisement, and billboards used to be the way to market. In this day and age technology is taking over more and more. Did you know there is 1.35 billion users on Facebook? 284 million on Twitter? 540 in Google+? Imagine if you were using all of these outlets efficiently. Now I understand it costs time, energy in posts, and the knowledge of each outlet but that is why am I here today. Although Pursona is already users on many of these media outlets improvements and new techniques can be used to attract consumers from all over the nation. By using my services, I plan to improve your Search Engine Optimization, boost your Facebook and Twitter interactions, and expand upon the use of other social media outlets. But most importantly I plan to generate a larger amount of revenue from these outlets. If you’re still with me, please take a glance below as I will go more into each of these categories in detail. Target Market After researching the target market of many competitors and that of Pursona, I have come to the determination that there are three main target market groups we need to focus on when marketing. Those target markets are the College......

Words: 3087 - Pages: 13

Premium Essay

Digital and Social Media Marketing

...------------------------------------------------- Digital and social media marketing STRATEGIES at sandal resorts international Submitted by: Isaiah Shavaun Hippolyte Submitted to: Mr. Ian Embury Date: 16 March 2016 B.A. (Hons) International Hospitality Business Management University of Derby Online Digital and Social Media Marketing Word count: 2000 Submitted by: Isaiah Shavaun Hippolyte Submitted to: Mr. Ian Embury Date: 16 March 2016 B.A. (Hons) International Hospitality Business Management University of Derby Online Digital and Social Media Marketing Word count: 2000 Table of Contents Executive Summary 2 Introduction 3 Findings 4 Digital marketing strategies and their potential strengths 4 Challenges associated with Digital Marketing 6 Sandals digital marketing initiatives 6 Sandals social media marketing initiatives 9 Conclusion 10 Recommendations 10 References 11 Executive Summary The Sandals presence on various digital and social media platforms is relatively remarkable with 771 870 likes on Facebook, 304 000 followers on twitter, 167 000 on Instagram and 9 000 on Pinterest. An impressive 99.4 % of their social media referral traffic stems from Facebook (Hutchinson 2015). This report aims to review those digital and social media marketing strategies undertaken by Sandals Resorts International. To deliver on this aim, the following objectives will be employed (1) the digital and social media marketing initiatives......

Words: 2553 - Pages: 11

Premium Essay

Social Media Marketing for Business

...Social Media Marketing for Business What’s the movement in business today? It’s social media of course!  What’s the most underrated trend in business today? It’s social media of course! It’s hot, it’s cool, but it’s also an unknown. When tapped into, Social media becomes a valuable marketing resource for business. It becomes part of doing business. Traditional marketing focused on push advertisements. The “in-your-face” advertising that continually pushed brands in buyers’ faces. Those days are gone now. The rules have changed and marketing is no longer based on one-way interruption.  David Meerman Scott says, “One-way interruption messaging is yesterday’s message (Scott, 2010, p. 7).” It is now collaboration. Social media is where buyers are spending their time one and where savvy businesses are engaging with consumers. Social media is everywhere.  Buyers are talking about brands and products and making buying decisions using social media. Marketing is now collaboration. Before social media we had new media. New media advertising had become widely popular in the past decade. With new media, advertising became targeted and more direct than with traditional advertising.  Some of the methods of delivering new media advertisements include pay per click advertisements such as the advertisements seen on search engines, banner advertisements, and interactive advertisements.  In The New Rules of Marketing and PR, David Meerman Scott writes “Your best......

Words: 1322 - Pages: 6

Premium Essay

Social Media Marketing

...Project Report on “A Study on Social Media Marketing: Comparison between Two Medias” Submitted to: THE MAHARAJA SAYAJIRAO UNIVERSITY OF BARODA, VADODARA. For : Partial fulfillment for Award of Bachelor of Business Administration Degree (2009-2012) By: Harsh Mukeshkumar Patel T.Y.B.B.A. (Specialization in Marketing Management) – Roll No. : M-19 Under the Guidance Guide: DR. UMESH DANGARWALA M.Com.(Bus. Admn.), M.Com.(Acct.), FCA, AICWA, M.Phil., Ph.D. Associate Professor, Department of Commerce and Business Management, Faculty of Commerce The M. S. University of Baroda, Vadodara. APRIL, 2012. CERTIFICATE This is to certify that this project report entitled “A Study on Social Media Marketing: Comparison between Two Medias” which is to be submitted to the Registrar (Examinations), The M. S. University of Baroda through the Director, B.B.A. Program, Faculty of Commerce, The M. S. University of Baroda has been prepared by the undersigned Mr. Harsh Mukeshkumar Patel (Roll No. M-19) studying in T.Y.B.B.A. 6th Semester, specialization in Marketing Management for the Academic Year 2011-12 for evaluation in lieu of Annual Examination to be held in April, 2012. This is to certify that, Mr. Harsh Mukeshkumar Patel has carried out this work under our personal supervision and guidance. The work is an original one and has not been submitted earlier to this university or to any other Institute / Organization for fulfillment of the requirement of a......

Words: 13849 - Pages: 56