An intersting article from Ekaterina Walter, a social media strategist from Intel, who recently wrote an article and talked about the importance that a brand’s ‘social voice’ is and how social media these days has not only opened up the ability for brands to do two-way communication but also makes brands vaulnerable if the voice isn’t being used right.
Case in point, McDonald’s #McDStories which was highjacked last week. Check out the twitter feed for it
Now the cool thing about hashtag highjacking is that it isn’t all doom and gloom, brands can recover from this. For instance, Corona was originally marketed in the USA as a Mexican beer for Mexican people. Then, it was adopted by surfers in the 1970s who identified with it as a ‘beach beer’. They helped to popularize Corona among the wider population and by the late 1990s, it had overtaken Heineken as the number one imported beer.
Check out Michelle Lamar’s aricle -McDonald’s, Hashtags and Branding Lessons, which hlighlights Walter’s article but evindently points out that "hey it’s just twitter and enjoy the humor. I know it’s shocking, but not everybody is on Twitter, and not everybody that is on Twitter knows about #McDStories, and not everybody that knows, cares".