Today’s guest post comes from Cindy Hoots of Cone Communications, the company founded by Carol Cone that does excellent work around cause marketing and corporate responsibility. Cindy, whose clients include Johnson & Johnson and Green Mountain Coffee Roasters (but not McDonald’s), previously spent 10 years at Starbucks, working on stakeholder engagement, communications and social media. She also edited The Inspired Economist blog. You can find her on Twitter at @ethicalbiz.
When it comes to multinational corporations, we want to “see the man behind the curtain.” Better yet… we want to question him about his business practices. So what happens when we don’t get the opportunity to ask the burning questions? Well, we begin to spread rumors, create urban myths and make stuff up. McDonald’s Canada has decided to lift “the curtain” (at least a little) and directly answer customer questions through the brilliant use of social media.
Over the summer, the fast food giant launched an initiative called “Our Food. Your Questions” which allows customers to ask questions through Facebook and Twitter and then receive personalized responses from the McDonald’s Canada team. The team has promised to answer every question and has already confronted a number of hot button CSR issues including genetically modified organisms (GM0s), Fair Trade, and animal cruelty. [click to continue...]