After more than a year developing its social-media strategy, McDonald's has hired its first director of social media, Rick Wion, reports Advertising Age.
From the story:
Mr. Wion, who hails from GolinHarris, Chicago, (as VP-social media) has handled social-media projects for McDonald's since 2006. He was a founding member of the McDonald's Digital Task Force, which established the company's digital strategy.In an interview, Mr. Wion said his marching orders are three-fold: using social media to build the business, manage customer problems, and beef up outreach to target groups such as mommy bloggers. Mr. Wion will work with the fast feeder's U.S. media relations team, and will soon have support staff. Mr. Wion will report to Heather Oldani, director-external communications and public relations.
McDonald's USA has two Twitter handles: @McDonalds and @McCafeYourDay. According to the company's Web site, several staff members manage those Twitter accounts as well as tweet under their own handles. Several regional McDonald's markets also manage their own Twitter handles, such as @McD_NorthTexas.
The company also has at least two YouTube channels, including one focusing on its social responsibility efforts and one featuring commercials for the U.S. market. McDonald's also has a Facebook page, as does its charitable arm, Ronald McDonald House Charities.
McDonald's has one of the stronger social media efforts of the quick-service industry, joining the likes of Dunkin' Donuts, Dairy Queen and Taco Bell, and outpacing brands such as Burger King, which has yet to develop an active social media presence for the U.S. market.
