McCareers
Posted by Bryan Sims on August 27th, 2007
As a frequent Facebook user, I recently came across a great example I thought worth sharing.
Within Facebook’s home page is the “news feed,” a former controversy turned avenue for more targeted advertising that updates you on the latest happenings of your friends; what photos they’ve added, groups they’ve joined and causes they support.
Occasionally Facebook will include a “sponsored group” which appears in the “news feed” making users aware of companies dipping the ir toes into social media. In a number of cases, this has been used for trying to recruit younger employees.
Such was the case when I encountered a sponsored group titled “McCareers,” an effort by McDonalds to attract younger managers, which prominently displays quotes such as, “From the day I walked into McDonald’s, I’ve never looked back,” from Ana (no last name provided) a “restaurant manager” for McDonald’s. See photo below.
When I viewed the group, I was surprised, and somewhat amused, to see the comments users had left on the McDonalds “wall.” While unfortunately I can’t quote them verbatim (the commenting section was removed and disabled within 24 hours of the group’s posting) the comments from users included; discussion about McDonald’s supposed anti-union actions, a former employee blasting the company about how bad it was to work there, a jibe at McDonalds from one user saying even with all their “marketing muscle” they were only able to attract a few people to the group, and my personal favorite, a satirical 5 Reasons to Work at McDonalds which included “making America fatter.” It’s no wonder they disabled the commenting section.
The point I’m trying to make is that social media is simply an extension of what is real, and you can’t just buy your way in. Just because McDonalds potentially paid an estimated $150,000 for a sponsored group (see slide 3 in full screen) and one week after its debut has only 231 members doesn’t mean its Facebook group will want to make people work there.
So before you go jumping into social media, make sure what you’re doing is authentic, and then allow people to spread it. And maybe when you’re considering investing $150,000 for a sponsored group, you should consider giving your employees a raise.
Maybe then they’ll be lovin’ it.
Bryan Sims is the CEO of brass|MEDIA.
This post cracked me up.
It reminds me of a kid I went to high school with. Typically, in our area, and school, familial wealth bought you entrance into the cool cliques. These families typically knew each other so there were plenty of social engagements where people of that social standing could get to know each other and develop relationships.
But it didnt work this way for Jon. Jon was socially awkward. Hehad all the cool new clothes and gizmos. He was one of the first kids in our class to get a car. He was smart and while I won’t say he was VERY attractive, he was better than average looking. But, Jon wasn’t “Cool”.
He never understood why he couldn’t break into the social groups that he really wanted to be a part of. Knowing him, and being the observant kind of guy that I am – I could point it out right away. Jon was so busy focusing on fitting in that he didn’t see that the people he wanted to fit in with were following the trends of a few leaders in the school. Instead of being himself and leading his own way, he spent all his time and money emulating others and doing what he thought that they would think was “Cool”.
Jon was trying to follow the followers. Jon was incredibly smart and went on to make his own mark in the world. It probably came after he gave up on wearing a persona that didn’t fit.
Now he has his own followers and success. But it only came AFTER he decided to be himself and to be honest. It also came after he stopped TRYING to be “Cool” and just started being himself.
Companies can’t BUY coolness. You either are cool or you aren’t – you cant fake it. This isnt a secret either. Everyone knows this, but you still see huge corporations like McDonalds try it. Maybe they saw how well it worked for Obama and wanted in on the action. Who knows. If McDonalds wanted to be cool, it would take a serious brand shift. And for a company who trades on their brand, this is unlikely to happen.
I guess the moral of the story is – Don’t spend money on hyping yourself to be anything more than what is established by your brand. It will just make you look like a rich geeky kid.
Wow, I now have a “After School Special” feeling.
One of the group members looking for a McCareer:
Thanks for the post Tony, and glad you liked the entry. Thanks to Trey as well for letting me do a guest post.
I guess what is interesting is that they didn’t start with “What do you think about working at McDonalds?” – and listen / respond to the vibe that is out there…
Best blog post I’ve read today. Very nicely put: “social media is simply an extension of what is real, and you can’t just buy your way in.”
Another awesome article!!! I agree that in order to have a “cool” social network, business concept should be viewed as cool by consumers. A quick face lift or over glorified corporate image does not work in social media. It amazes me if not amuses me that companies bring their corporate persona on line and disable commenting. I guess they really do not understand sharing concept of social networking.
Great Post… and little by little the power slides toward the people.
Two ways to socially market on the Internet: 1. Get real 2. Don’t display your feedback. (oh yeah social marketing… guess this does not fit)
Good choice Mcky D’s