What was the overall intent of McDonalds in using social media as highlighted in the History of Social Media section? Use the terminology from the class to describe this use of social media.

Only use the source provided. Outside sources are NOT accepted.
No introduction nor conclusion needed, strictly ONLY answer the following questions:

1. What was the overall intent of McDonalds in using social media as highlighted in the History of Social
Media section? Use the terminology from the class to describe this use of social media. 0.5 pts
2. Come up with a big idea for McDonalds to launch a specific engagement campaign that is aimed at the
increasing number of positive comments on various social networking websites. Consider how well a
platform can use this big idea and the media type you will use, in order to come up with an answer to this
question. (Keep in mind: You cannot change platforms here.) 1.5 pts
3. Now following the instructions in question 2, come up with a big idea to reduce the negative comments
about McDonalds on social networking websites. 1 pt
4. Why do you think McDonalds is targeted more for obesity when its competitors also sell fattening food?
Think about this answer based on the information provided in the case. 0.5 pts
5. Based on the case, identify one persona that the case indicates McDonalds is talking to. Create this
persona (picture and text, based on details from the case). Find out if this is one of the personas they are
talking to on their social networking websites (choose any 3 websites). Suggest what could be another
persona that they seem to be talking to based on their social networking websites (text and picture needed,
based on who is following McDonalds on social media and McDonalds posts). 1.5 pts

Paper Format:
Font: Times new roman, 12 pt.
Spacing: Double spacing
Margins: 1 inch each side (Layout-> Margins -> Normal)
Page size: Letter
Not following the above guidelines
!!! 2 marks out of 5 will be deducted !!!

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