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McDonald’s Targets Millennials With Social Media Engagement


McDonald’s is just now tapping into social media engagement to win back Millennials and boost sales.

The burger chain recently hired 200-plus employees from tech firms like Amazon and PayPal to bolster its social media engagement, using the platforms to manage customer complaints and ultimately generate ideas. Among companies in all sectors, from Comcast to Waffle House, this has already been a long-standing practice.

Two years ago, McDonald’s had few ways to track what was being said about it on social media, the Wall Street Journal reports. Fast-forward to 2016 and the company now has a digital hub in London and Singapore tracking what’s being said about the brand every two seconds. And though experts insist Facebook and Twitter hits do not automatically translate into sales, McDonald’s knows it cannot afford to ignore social media marketing. [WSJ]