Fighting fires: online brand management


Fighting fires: online brand management

Good crisis management should form a key part of any online branding strategy. TB&I looks at the lessons to be learned from some of 2012’s most high profile PR disasters.

Hazardous hashtags

Twitter hashtags—a way of grouping tweets by using a phrase preceded by a hash symbol—can increase online reach, attract new followers and ensure people are talking about your brand. But while they can be a valuable marketing tool, they should be treated with caution, as McDonald’s and Starbucks learned in 2012.

In January, McDonald’s asked Twitter users to share their experiences of dining at the fast food chain using the hashtag ‘#McDStories’.

online brands, PR, social networking, McDonald's, Twitter