Social Media Strategy Review : McDonalds India

This review is a part of our ‘Social Media Strategy Review’ series where we do a 360 degree analysis of a brand’s entire social media activity. You can read the reviews of more brands here.

Introduction:

McDonalds is the world's leading global food service retailer which is celebrating over 16 years of leadership in food service retailing in India. McDonalds now has a network of over 240 restaurants across the country, with its first restaurant launch way back in 1996.

Overall Strategy:

McDonalds India's Social media strategy starts and ends at their Facebook presence.  It's hard to believe and disappointing  that a big player like McDonalds India that serves over 5, 00,000 customers everyday has no Twitter presence at all!

This below average strategy is getting McDonalds India no where.

Source: SImplify360 – A Social Media Analytics Tool

Platform-wise Strategy

Facebook:

McDonalds India Facebook page turned out to be no great shakes. It is trying to increase engagement with interactive  and tempting food related image content.  And what better way for a food chain to show off  than through the use of tempting photographs?

Source: SImplify360 – A Social Media Analytics Tool

Unfortunately it is breaking the 80/20 rule by primarily using self promotional content on its Facebook page. People don't want you to chase them with ceaseless "where-and-how-can-I-spend-money" content.

To my horror Fans are not allowed to post on its wall!

If it is blocking conversation, then what is the whole point of a brand to be present on Social media?

With this McDonalds India is missing out to interact and engage with its audience on a personal level.

Source: SImplify360 – A Social Media Analytics Tool

It is neither leveraging Facebook for Customer Service nor I can see any efforts to drive traffic to its website.  It is hardly churning out content to build a community of a loyal fan base around itself. In fact with 3,38,937 fans, the page has a great potential of drawing rich insights from conversations around McDonalds.

Twitter:

McDonalds India has no Twitter presence.

With this they are the limiting the number of potential customers that they can reach through Twitter.

Not all consumers use Facebook, and even if they use, they may often use each site in a different way. Everyday, there have been so many conversations around McDonalds on Twitter.

It seems McDonalds India is missing out on a lot of conversations that they can be a part of by not monitoring online conversations and Social Media mentions.

It is high time brands start thinking beyond Facebook!

Source: SImplify360 – A Social Media Analytics Tool

Source: SImplify360 – A Social Media Analytics Tool

YouTube:

I came across a YouTube channel which brands itself as McDonalds India Youtube Channel. However I could not not ascertain its authenticity as neither the official website nor the Facebook page mentions of any YouTube Channel.

Comparison with Competitor:

Although Subway India has a smaller community, it is much better when it comes to Facebook interactions.

With a healthy mix of interesting and self-promotional content, Subway is doing a commendable job! It is also trying to do some market research by seeking opinions from its fans.

Source: SImplify360 – A Social Media Analytics Tool

The only place where Subway is lagging behind on Facebook is that it is not regular in its updates.

Just like McDonalds, Subway too doesn't have a Twitter or a YouTube presence. It is surprising how these big fast food chains are giving a deaf ear to all the twitter conversations happening around them.

Comments on Strategy:

I feel McDonalds India is losing out an opportunity to promote and interact with its consumers and build a loyal fan base on Social Media. It can get creative with content in a number of unique ways.

McDonalds can also do a great job with Online Customer Service by listening and getting valuable feedback about all its outlets spread across the country.

Feedback on Strategy:

In my opinion, McDonalds India's overall Social Media Strategy is below average. With no Social Media conversations and no attempts to drive traffic to its website it is doing nothing worth mentioning.

This is reflected in its overall Online sentiments. It can diffuse the negativity around it and gain credibility only if it starts interacting with its fans as soon as possible.

Brands should have strategies such that they integrate their website, social media traffic and content to complete the whole digital loop!

Source: SImplify360 – A Social Media Analytics Tool

Analytics support courtesy: Simplify360