Group 8: Burger King

Greetings everyone!

My team and I would like to present our social media analysis of our client company, that is Burger King.

Founded in 1953, Burger King has grown to become the second largest American fast food chain with over 12,000 franchises in 73 countries. Its mission is to offer reasonably priced quality food, served quickly, in attractive and clean surroundings.

Additionally, Burger King actively engages and collaborates with their employees, business partners and people in the community as they believe they have a vital role to play in neighborhood and environment issues, such as providing careers and promoting healthy lifestyle messages.

With these ambitions in mind, they have crafted numerous commitments to guide its business, many of which are to support and invest in employees and customers, as well as providing high quality yet affordable food.

Curious to find out more about Burger King’s social media use? Then you have to catch our presentation tomorrow!

Cheers & remember to #BKyourway,

Nina

The Burger QUEEN

Nina’s Media Case Analysis

Hi everybody, it’s my pleasure to introduce to you how #Facebook as a popular platform on social media has been widely utilised by many organisations to achieve their communication objectives. Different organisations have their specific communication objectives and each would use its own strategies to serve its own purposes.

I shall attempt to look into the education sector. Education has been close to the heart of many and at some point in our lives we would somehow come into contact with education matters, be it as a child growing up or as a parent, and thus we are all in one way or another familiar with the education sector. I choose the 3 different types of entities in education to analyse and evaluate whether each of these entities has effectively harness Facebook to achieve its aims. The three are: the Ministry of Education which is the driver of education policy, a Polytechnic and an individual blogger who is passionate about education issues. In my analysis, I shall make reference to the theories and discuss how appropriate the respective entities have been using Facebook optimally. In doing so, I will point out the weaknesses of the entity’s strategies for its communication and also suggest how it could have done better.

Hope you will enjoy my presentation tomorrow!

Cheers,

Nina

How far can social media analytics help us in social media listening?

As we have learnt in class and tried our hands on the technology provided to aid us in our group project, a thought of “how far can such technology help companies tune in to social media listening to understand the needs of their target audiences and in turn, create business strategies that drive up revenue and sales” surfaces.

Yes, it is without doubt that with social media analytics, it can help companies to listen to conversations and obtain the general sentiment their customers have of their brand. Customers’ views often hold an important role for companies to gauge how customers perceive the brand, and often customers may then go a step further to influence the decision of the rest of the population by either showing support or going against a company’s brand. Hence, it is crucial as a starting point for companies to harness these technologies to their advantage to understand their customers before formulating their business strategies that can better fit the needs of their customers accordingly.

Though it may be a good start to tap on the customers’ views, there may be a limit as to how far the technology of social media analytics can accurately track the sentiment of the population.

Firstly, most of the younger generations are more likely to be technological-savvy as compared to the older generations and thus, the sentiment tracked by the social media analytics may be skewed towards the online voice of the younger crowd, failing to capture the opinions of the older generation.

Secondly, we have learnt previously that there are more “watchers” than “producers” in the social media hemisphere. Hence, likewise, sentiment tracked may be skewed towards the more expressive “producers” as compared to “watchers”, whom may hold a particular view but it is not voiced out on a social media platform yet.

Thus, companies have to be cautious with the interpretation and use of output generated by social media analytics.

In conclusion, I believe that having the technology of social media analytics opens the door for an opportunity to hear the voices of the customers but we need more than just the technology to get a comprehensive picture to obtain the market insights required to formulate business strategies that are favorable to the company.

So, what’s your take regarding this discussion on the technology of social media analytics? Any suggestions that can help overcome some of the limitations raised above?

Social media as a double-edged sword

Helloooo everyone!

Came across the Domino’s Pizza example online and found some interesting information related to what was mentioned in class last Saturday. It’s about social media as a double-edged sword which I would like to share it here with everybody.

What happened at Domino’s Pizza?

  • On Easter Sunday in April 2009, two Domino’s employees who were bored working in a North Carolina outlet thought it would be hilarious to post a video of themselves, demonstrating their grotesque adulteration of food.
  • The duo created five videos in total, one of which showed an individual sticking mozzarella cheese up his nose and then blowing the cheese on a sandwich, among other unsanitary and stomach-turning activities.
  • They then uploaded these videos on Youtube, gathering an estimated number of 1 million viewers within two days after the videos surfaced the social media platform.
  • This case clearly reflects issues that arise from employee’s misbehavior leading to a reputational damage of the company, which is further exacerbated by the viral ability of social media.

So, what happens after this incident is exposed?

  • 24 hours after the upload, the Corporate Communications team surveyed the situation and determined that the videos were not a hoax. They managed to identify the rogue employees.
  • By Tuesday (the third day), the team was responding to customers’ queries on Twitter about whether the company knew about the situation, what the company was doing, and why the company had not issued an official statement.
  • By Wednesday (the fourth day), Patrick Doyle, President of Domino’s Pizza, recorded an apology that was then uploaded onto YouTube.
  • This strategy and decision to fight the crisis’ viral nature using YouTube was the tipping point that allowed the company to cull user-generated content from social networking sites and use the platform to distribute information back to users.
  • This case also showed that Domino understood the critical importance of the use of social media, that is, since the crisis occurred online, the organisation had to deal with the management of the crisis via an online presence to reach out to the targeted audience.

I find that what’s interesting about social media is that when there is a bad PR, it can create a powerful whirlwind spreading like wildfire within a short time. Likewise any good news on social media can also spread with a loud bang.

Therefore, social media can be seen as a double-edged sword. If it is used appropriately, the returns is immense; however, any bad PR will spread quickly too.

However, I think that the additional advantage social media has is that it can be used to counter any bad news like what the PR practitioners did in Domino’s case.

The PR practitioners at Domino reacted to adverse publicity using the same medium, YouTube to counter its adversaries. In fact the social media allows for quick response, virtually open 24/7 throughout and its reach is wide and far unlike the printed newspapers or press conferences which only get to publish any communication the next day.

To sum it up, the Domino’s Pizza case questions the efficacy of how social media can be harnessed to produce benefits or harm, just like how we discussed during class that social media can act as a double-edged sword.

I would suggest that Domino’s Pizza could also work on implementing reactive, neutral and proactive social media policies to mitigate future reputational damage to the organisation.

What are your thoughts about the power of social media? Any comments or insights into other cases which show invincibility of the social media?

 

For more information, you may visit:

Young, C. L., & Flowers, A. (2012). Fight viral with viral: A case study of Domino’s Pizza’s crisis communication strategies. Case Studies in Strategic Communication, 1, article 6. Available online: http://cssc.uscannenberg.org/cases/v1/v1art6

 

Thank you for reading my post and have a great week ahead!