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An inside look into McDonald's Twitter, blogger strategy

The fast-food giant's director of social media says the brand aims to drive and direct conversation, but not control it.
By Matt Wilson | Posted: May 21, 2012
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Social media has a universal truth, according to Rick Wion, director of social media for McDonald's U.S.A. "You don't control things. You can only hope to steer things in certain directions." Over the past few years, McDonald's has aptly maneuvered the social-media steering wheel. Despite a wrong turn here and there , its video campaigns, hashtags, and blogger outreach have paid off. A misstep, in perspective That wrong turn—in which the promoted hashtag # read more...

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