Title

Social Media and Organizational Transparency: A Case Study of McDonalds’ Customer Engagement Campaign

Lead Author Major

Communications

Format

Oral Presentation

Faculty Mentor Name

Heather Hether

Faculty Mentor Department

Communications

Abstract/Artist Statement

Social media is a tool that has innovated the field of public relations. This platform provides an ideal channel to engage key publics through communication strategies that rely on organizational transparency and dialogic communication. Through focus groups, this study examined whether McDonalds’ “Our Food. Your Questions” campaign made a positive impact on consumer perceptions of their food and organization. Findings reveal the campaign had an uneven impact across consumer perceptions; however, all participants acknowledged that they appreciated the campaign’s overall strategies. This research contributes to and extends current understanding of the best practices and innovation of organizational transparency on social media and suggests that using social media to facilitate organizational transparency and dialogue is a worthwhile public relations endeavor.

Location

DeRosa University Center, Room 211

Start Date

30-4-2016 8:00 AM

End Date

30-4-2016 10:00 AM

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Apr 30th, 8:00 AM Apr 30th, 10:00 AM

Social Media and Organizational Transparency: A Case Study of McDonalds’ Customer Engagement Campaign

DeRosa University Center, Room 211

Social media is a tool that has innovated the field of public relations. This platform provides an ideal channel to engage key publics through communication strategies that rely on organizational transparency and dialogic communication. Through focus groups, this study examined whether McDonalds’ “Our Food. Your Questions” campaign made a positive impact on consumer perceptions of their food and organization. Findings reveal the campaign had an uneven impact across consumer perceptions; however, all participants acknowledged that they appreciated the campaign’s overall strategies. This research contributes to and extends current understanding of the best practices and innovation of organizational transparency on social media and suggests that using social media to facilitate organizational transparency and dialogue is a worthwhile public relations endeavor.