1. Carefully read the Ivey Business School case: 'McDonald's Twitter Campaign: Hype versus Reality' (Product/Case Reference number: 9B13M123). Note: you will need to go onto the Ivey Business School website https://www.iveycases.com/ and purchase a copy of this case (approximately $5.00 Aud). Guidelines for purchasing the case and the communication plan template can be found under Assessment Tasks and Submission (Task 3).
2. Read the case several times and answer the following four (4) questions in your analysis/ recommendation(s):
i. What are the potential advantages and disadvantages for an organisation when using social media?
ii. Who are the different audiences McDonald's needs to address when using social media campaigns?
iii. How can Wion and his team better design future Twitter campaigns for McDonald’s?
iv. Using the communication plan template, devise a strategy for Wion to encourage better media relations and more accurate reporting. The different stages of the communication plan template must fit together, if they do not, adjustments must be made.
The communication plan should be realistic and feasible.
The various problems that McDonald's has experienced when using social media must be taken into account.
3. Use five to seven sources for evidence and evaluation.