Editor’s note: This story is taken from Ragan Communications’ distance-learning portal Ragan Training. The site contains hundreds of hours of case studies, video presentations and interactive courses.
Why monitor social media? If you’re working for McDonald’s, it has to do—in part, anyway—with Szechuan sauce.
In a Ragan Training piece, “Measure Social Media Success: Crack the code to ROI on any social platform,” McDonald’s director of global social media intelligence reveals how the hamburger Hulk stays nimble in responding to online chatter.
Jolanta Oliver explains how social media monitoring helped bring back—twice—the retired but beloved Szechuan sauce as McDonald’s fans clamored for its return.
“For our team, it’s not about getting reports out the door,” Oliver says. “It’s about getting meaningful insights out the door that will help impact decisions. If there are reports that won’t change behavior, we don’t do that.”