McDonald’s, ‘Burgergate,’ Pile-ons, ne Nea Ne Nyinaa Kyerɛ ma Nnwumakuw a Wɔrekɔ N’anim Asɛm a etwa to, eye sen biara, na ɛyɛ biako pɛ a ɛsɛ sɛ wokenkan fa McDonald’s CEO burger bite a wɔtee wɔ wiase nyinaa no ho. Wɔ bere a viral bere mu no, McDonald’s "Burgergate" asɛm no abɛyɛ masterclass wɔ nnɛyi brand management mu. Video a ɛnyɛ den na ɛnyɛ komm a ɛkyerɛ sɛ CEO Chris Kempczinski rewe biribi no kanyan wiase nyinaa ogya ahum a ɛyɛ memes, nhwehwɛmu, ne ɔkasatia. Saa adeyɛ yi nyɛ sohyial media so adeyɛ a ɛtwam bere tiaa bi; ɛyɛ asɛm a ɛho hia a wɔde yɛ nhwehwɛmu ma brand biara a ɛrekɔ nnɛyi hyper-connected, ntɛm a wobu atɛn dijitaal asase so. Pile-ons ne nhwehwɛmu a emu yɛ den da asuade ahorow a ɛho hia adi ma brands a wɔrekɔ wɔn anim wɔ bere a wobetumi ama adeyɛ biara ayɛ kɛse mu.
Deconstructing "Burgergate" Adeyɛ no Enti, dɛn ankasa na esii? Bere a wobisabisaa McDonald’s CEO Chris Kempczinski ho sini sɛ ɔde ahwɛyiye, ɛkame ayɛ sɛ ɔtwentwɛn ne nan ase rewe burger. Ná nsɛm a ɛfa ho nni clip no mu —nnyigyei biara nni mu, na nkyerɛkyerɛmu biara nni mu. Amonom hɔ ara, intanɛt no gyee no. Wɔkyerɛw sɛ nea wɔaka no sɛ ɛyɛ fɛre, ɛnyɛ anigye, na ɛnyɛ nokware. Wɔkyekyɛɛ saa bere biako yi mu wɔ TikTok, Twitter (mprempren X), ne nsɛm ho amanneɛbɔbea ahorow nyinaa mu. Ná ɛnyɛ burger bi kɛkɛ na ɛfa ho; ɛbɛyɛɛ sɛnkyerɛnne. Akasatiafo gyee ahotoso a CEO no wɔ wɔ n’ankasa ade mu no ho kyim, bere a afoforo de kasa tiaa adwumakuw no aduan pa no. Video a na ɛnyɛ komm no bɛyɛɛ ntama a hwee nni mu a wɔde ka baguam asɛm.
Nea Enti a Saa Bere Yi Kɔɔ Viral Na virality no nyɛ random. Nneɛma atitiriw pii na ɛmaa Burgergate ogya ahum no yɛɛ kɛse. Eyinom ntease betumi aboa brand ahorow ma wɔahwɛ ɔhaw a ɛte saa ara kwan na wɔadi ho dwuma.
Tumi a Ɛwɔ Aniwa a Ɛyɛ Mmerewa Mu: Ɛnyɛ den sɛ wobetumi adi clip tiawa a ɛnyɛ komm na wɔakyɛ. Ɛhwehwɛ nkyerɛase biara na ɛfata meme amammerɛ pɛpɛɛpɛ. "Nokware" Sɔhwɛ no: Adetɔfo hwehwɛ kɛse sɛ wobenya akannifo ankasa wɔ ahyɛnsode ho. Wɔkyerɛɛ akuturuku a wɔtwentwɛn ne nan ase ase sɛ anigye ankasa a wonni, na wobu mmara bi a wɔanka a ɛfa mpanyimfo din a wɔde hyɛ wɔn din ho so. Asɛm a na ɛwɔ hɔ dedaw: Clip no sii tebea a ɛsow aba a akyinnyegye a ɛwɔ hɔ dedaw a ɛfa nnuan a wɔde di ntɛmntɛm pa ne nnwumakuw nokwaredi ho, na ɛmaa pile-on no nyaa twetwe ntɛm ara.
Nnɛyi Social Media Pile-On a Wɔayɛ no Anatomy Sɛnea wɔyɛ wɔn ade wɔ CEO no ka no ho no yɛ nnɛyi dijitaal pile-on no ho nhwɛso. Eyinom nyɛ ɔkasatia a ɛyɛ ɔkra, a ɛkyekye brɛoo. Wɔyɛ nneɛma ne adwene a ɛkɔ so ntɛmntɛm a wɔama ayɛ kɛse a ebetumi abunkam ahyɛnsode bi nkitahodi akwan so. Pile-ons no nam algorithmic amplification so na ɛyɛ adwuma. Tweet biako anaa TikTok video biako betumi ayɛ nea ɔpepem pii betumi ahu wɔ nnɔnhwerew mu, na kyɛfa biara de nkyerɛkyerɛmu, aseresɛm, anaa abufuw foforo ka ho. Mpɛn pii no, mfitiase nsɛm a ɛfa ho no yera, na wɔde nnipadɔm no nkyerɛase a wɔaboaboa ano no si ananmu. Wɔ brand ahorow fam no, eyi kyerɛ sɛ mmara a ɛfa aware nhyehyɛe ho no asesa. Anamɔn ketewaa bi a ɛnteɛ anaasɛ bere tiaa bi a wɔayi afi nsɛm a ɛfa ho no mu betumi akɔ soro abɛyɛ adeyɛ kɛse a ɛbɛma wɔagye din ansa na adwumakuw no nkitahodi kuw no ayɛ nhyiam ho nhyehyɛe mpo. Ɛyɛ nkaeɛ sɛ brand perception mprempren wɔ atiefoɔ nsam 24/7. Saa ade a wotumi hu bere nyinaa yi hwehwɛ sɛ wɔhwɛ so denneennen, sɛnea wɔasi so dua wɔ yɛn nhwehwɛmu a yɛyɛe wɔ nhyehyɛe ahorow a wɔde di dwuma wɔ ɔkwan a ɛyɛ adwuma so ho wɔ Nea Yesuae Bere a Yɛahu Nnwuma 7 a Yɛn werɛ Fi Adi Mfe 5 akyi no.
Sɛnea McDonald’s Buae (Ne Nea Yebetumi Asua) . Wɔsusuw McDonald mmuae a ɔde maa Burgergate no titiriw. Adwumakuw no amfa nsɛm ho amanneɛbɔ a ɛyɛ hu amma anaasɛ wɔamma CEO no ankasa akyerɛ mfoninitwa afiri no ntɛm ara. Mmom no, wɔde aseresɛm ne nsɛm a ɛfa ho kakra de wɔn ho too bere no mu. Akyiri yi Kempczinski puei wɔ video bi a edii akyi bae mu, na ɔde anigye dii burger a ɛyɛ anigye a wotumi hu kɛse ho anigye wɔ ɔkwan a ɛnyɛ aniberesɛm so. Brand channels afoforo gyee meme no toom wɔ anifere kwan so. Saa kwan yi de nneɛma atitiriw a wɔde bɛkɔ ma brands a wɔrekɔ n’anim no ma:
Kwati sɛ Wobɛyɛ Ade Ntraso: Mpɛn pii no, adwumakuw bi mmuae a wɔde bɔ wɔn ho ban, abufuw, anaa nea ɛboro so ma ogya no yɛ kɛse. Ɛma pile-on no yɛ nea ɛyɛ ɔhaw. San Fa Asɛm no Brɛoo: Ɛtɔ mmere bi a, mmuae a eye sen biara ne sɛ wubegye bere no atom a worenhyɛ da na wode nsɛm a ɛfa ho a ayera no ama wɔ ɔkwan a ɛba fam so. Hu Bere a Ɛsɛ sɛ Wode Wo Ho Hyehyɛ Mu: Ɛnyɛ ɔyare mmoawa biara a ohia pɛtro. Ɛtɔ da bi a, atɛmpa mu kommyɛ betumi ayɛ nea tumi wom sen sɛ wɔbɛkasa atia intanɛt amammerɛ tẽẽ.
Strategic Imperatives ma Brands wɔ Post-"Burgergate" Wiase mu McDonald’s asɛm no nyɛ asɛm a ɛyɛ nwonwa. Ɛyɛ nhyehyɛe a wɔde yɛ ade foforo a ɛyɛ daa no. Sɛ wɔbɛfa saa tebea yi mu a, ɛsɛ sɛ brands fa akwan a ɛyɛ nnam na ɛyɛ den a ɛkɔ akyiri sen atetesɛm PR. Nea edi kan no, adwumayɛfo ne brand social media ntetee yɛ nea wontumi nsusuw ho. Baguam a wobɛpue, nsɛmbisa, ne post biara yɛ nsɛm a ɛbɛtumi abama dijitaal owiyammo no. Nea ɛto so abien no, nnwumakuw hia nnwinnade a wɔde tie asetra mu bere ankasa na ama wɔahu pile-ons a ɛrefi ase ansa na wɔadu nea ɛho hia kɛse ho. Nkate mu nsakrae bere a ɛkɔ so no ntease ho hia yiye. Nea etwa to no, ɔmanfo apɛde pa a wɔbɛkora so no ho hia. Nneɛma a wɔde yɛ nneɛma a ɛwɔ mpɔtam hɔ nkitahodi a emu yɛ den na ɛyɛ nokware na ɛwɔ gyinapɛn ahorow a emu da hɔ no tumi gyina ano kɛse bere a ahum a ɛde ɔyare mmoawa ba no. Wɔwɔ ahotoso fapem a ɛsɛ sɛ wɔsan hwe ase, na ɛma bere biako pɛ a ɛyɛ nwonwa ntumi nkyerɛkyerɛ wɔn mu.
Brand Identity a Ɛtumi gyina Ɔhaw ano a wɔbɛkyekyere Asuade titiriw a efi Burgergate mu ne sɛ mprempren brand management kɔ so na ɛyɛ granular. Ɛfa nkɛntɛnso a bere nketenkete mpempem pii nya a wɔaboaboa ano no ho, ɛnyɛ ɔsatu akɛse a wɔde fi ase nkutoo. Hwɛ a wɔbɛhwɛ sɛ wɔde touchpoint biara—efi IT nhyehyɛe so kosi aguadi ɔsatu ahorow so—ahyia na wɔahwɛ so no yɛ ade titiriw. Lapses wɔ beae biako, te sɛ automated nnwuma a yɛn werɛ afi a yɛahu no, betumi ama mmerɛwyɛ ahorow aba mmeae afoforo. Ɛsɛ sɛ nneɛma a wɔde yɛ nneɛma no nya ahokeka ne aseresɛm. Ɛsɛ sɛ wosiesie wɔn ho sɛ wobegye nokwasɛm ahorow a ɛyɛ nwonwa a ɛwɔ intanɛt amammerɛ mu atom a wɔrenhwere wɔn nkrasɛm titiriw no. Ɛnyɛ botae no ne sɛ yɛbɛkwati meme biako biara, na mmom sɛ yɛbɛhwɛ ahu sɛ obiara nni tumi a ɔde bɛsɛe ade a ɛtra hɔ daa.
Awiei: Asase Foforo no so a Wɔbɛfa McDonald "Burgergate" asɛm no yɛɛ nkaebɔ a emu da hɔ sɛ wɔ nnɛ wiase yi mu no, brand yɛ nea intanɛt ka sɛ ɛyɛ wɔ bere biara mu. Nneɛma a wɔboaboa ano ntɛmntɛm ne nhwehwɛmu a emu yɛ den no yɛ nneɛma a ɛtra hɔ daa wɔ dijitaal asase no mu. Wɔ brand ahorow a ɛrekɔ n’anim fam no, nkonimdi gyina ahosiesie, nokware, ne ɔkwan a wɔfa so yɛ komm so. Sɛ wobɛkyekye ahyɛnsodeɛ a ɛtumi gyina ano no hwehwɛ sɛ wobɛhwɛ wo digyital agyapadeɛ ne akwan a wɔfa so yɛ adwuma nyinaa so yiye. So wo brand no asiesie ne ho ama ne viral bere a wɔnhwɛ kwan no? Hwɛ sɛ wo dwumadi ahorow no yɛ nea ɛnyɛ den, ɛka bom, na wɔhwɛ so. Di Seemless nkitaho nnɛ na susuw sɛnea yɛn ano aduru betumi aboa wo ma woakyekye brand infrastructure a ɛyɛ ntɛm na ɛyɛ den yiye ho.
