McDonald’s, ‘Burgergate,’ Pile-ons, ani a bɛɛ kɔrɔ ye min ye ka ɲɛsin fɛntigiw ma minnu bɛ taa ɲɛ Maana laban, min ka fisa, ani maana kelenpe min ka kan ka kalan McDonald’s CEO burger bite kan min mɛnna diɲɛ fan bɛɛ. Viral moments waati la, McDonald’s "Burgergate" ko in kɛra masterclass ye bi markaw ɲɛnabɔli la. Wideyo nɔgɔman dɔ, min ma kuma, n’o ye ɲɛmɔgɔba Chris Kempczinski ye, n’a bɛ ka sogo dɔ ta, o ye tasumaba dɔ lawuli diɲɛ kɔnɔ, n’o ye memew, sɛgɛsɛgɛliw ani kɔrɔfɔli ye. Nin yɔrɔ in ka ca ni sosiyete ka kunnafonidilanw ka ko ye min bɛ tɛmɛ dɔɔnin; o ye ko nafamaba ye min bɛ kɛ ka ɲɛsin marka o marka ma min bɛ bi hyper-connected, quick-to-judge digital landscape navigate. Pile-ons ani sɛgɛsɛgɛliba bɛ kalan nafamaw jira fɛntigiw bolo minnu bɛ taa ɲɛ waati la, wale bɛɛ bɛ se ka bonya yɔrɔ min na.
"Burgergate" ko kɛlenw deconstruire O la sa, mun de kɛra tigitigi? Laseli dɔ senfɛ, McDonald ɲɛmɔgɔba Chris Kempczinski ye filimu ta k’a to buruburu dɔ kinni na ni hakilisigi ye, a bɛ ɲini ka sigasiga. Klip tun tɛ ni contexte ye—mankan tun tɛ yen, ɲɛfɔli tun tɛ yen. O yɔrɔnin bɛɛ, ɛntɛrinɛti y’a minɛ. A tun bɛ fɔ ko o kinni in ye fɛn ye min tɛ ɲɛ, ko a tɛ dusu don mɔgɔ kɔnɔ, wa ko a tɛ tiɲɛ ye. Nin waati kelen in tigɛra TikTok, Twitter (bi X), ani kunnafonidilaw bɛɛ la. A tun tɛ buruburu dɔrɔn de ko ye; o kɛra taamasyɛn ye. Kɔrɔfɔlaw ye ɲininkali kɛ ɲɛmɔgɔba in ka dannaya la a yɛrɛ ka fɛn dilannen na, k’a sɔrɔ dɔw y’a kɛ ka o taamasiyɛn in ka dumuniko kɔrɔfɔ. Wideyo min ma kuma, o kɛra kanpaɲi lankolon ye foroba lakali kama.
Munna Nin Waati in Kɛra Viral ye Virality tun tɛ random ye. Fɛn koloma damadɔw de ye Burgergate tasuma-fanga in lawuli. Olu faamuyali bɛ se ka fɛntigiw dɛmɛ u ka gɛlɛya suguw makɔnɔ ani k’u ɲɛnabɔ.
Yeli nɔgɔya fanga: Klip surun, min tɛ kuma, o bɛ se ka dun nɔgɔya la, wa a bɛ se ka tila ɲɔgɔn na. A tɛ bamanankan baara si wajibiya wa a bɛ bɛn meme ladamu ma kosɛbɛ. "Tiɲɛni" Kɔrɔbɔli : Kunnafonidila bɛ ka caya ka taa a fɛ ka taamasiyɛn ɲɛmɔgɔya lakika ɲini. Sigasigali kinni kɔrɔfɔra ko diyagoya lakika dɛsɛ, ka sariya dɔ tiɲɛ min ma fɔ, n’o ye ka ɲɛmɔgɔyaso ka taamasiyɛnw tɔgɔ da. Lakalili minnu tun bɛ yen ka kɔrɔ: Klip in jigira sigida nafama dɔ la, sɔsɔli minnu tun bɛ yen, dumuni teliyacogo ɲuman ni jɛkuluw ka tiɲɛniko kan, o kɛra sababu ye ka pile-on in ka teliya sɔrɔ.
Anatomie de un moderne médias sociaux pile-On Jaabi min kɛra ɲɛmɔgɔba ka kinni na, o bɛ misali di bi nizɛri pile-on ma. Ninnu tɛ kɔrɔfɔli ye min bɛ kɛ ni fɛnɲɛnamaw ye, minnu bɛ jɔ dɔɔnin dɔɔnin. U ye kɔnɔkow ni hakilinaw ye minnu bɛ teliya, minnu bɛ bonya, minnu bɛ se ka fɛn dɔ ka kumaɲɔgɔnya siraw degun. Pile-ons bɛ boli ni algorithmique amplification ye. Tweet kelen walima TikTok wideyow bɛ se ka ye miliyɔn caman fɛ lɛrɛ miliyɔn caman kɔnɔ, ni jatebɔ kelen-kelen bɛɛ bɛ ɲɛfɔli, parodi, walima dimi layini kura fara a kan. Tuma caman na, kumasen fɔlɔ bɛ tunun, jama ka faamuyali jɛlen bɛ bila o nɔ na. Markaw fɛ, o kɔrɔ ye ko jɛkafɔ sariyaw Changé. Fɛn fitinin min ye fili walima waati dɔɔnin min bɔra a kɔnɔ, o bɛ se ka bonya ka kɛ tɔgɔlakoba ye sanni jɛkulu ka kunnafoniko jɛkulu yɛrɛ ka lajɛ dɔ boloda. O ye hakilijigin ye ko marka faamuyali bɛ lamɛnnikɛlaw bolo sisan tile 24/7. O yecogo basigilen in bɛ kɔlɔsili barikama de wajibiya, i n’a fɔ a jiralen bɛ cogo min na an ka otomatiki sigidaw sɛgɛsɛgɛli la an ye min kalan baara 7 ɲinɛnenw sɔrɔlen kɔfɛ minnu bɛ boli san 5 kɔnɔ.
McDonald’s ye jaabi di cogo min na (ani an bɛ se ka min kalan) McDonald ka jaabi min dira Burgergate ma, o sumanlen don kɛrɛnkɛrɛnnenya la. Sosiyete ma kunnafonidisɛbɛn dɔ bɔ min kɔnɔnafililen don, walima a ma kɛ sababu ye ka ɲɛmɔgɔba bila ka kuma kamera fɛ o yɔrɔnin bɛɛ. O nɔ na, u y’u jigi da waati kan ni nisɔndiya ni ko kɛlen dɔ ye. Kɔfɛ, Kempczinski bɔra wideyo dɔ la min tugura o kɔ, a ye buruburu dɔ diyabɔ k’a sɔrɔ a ma kɛ cogo si la ni diyanye ye min bɛ ye kosɛbɛ. Marka kan wɛrɛw sɔnna o meme ma cogo nɔgɔman na. Nin fɛɛrɛ in bɛ fɛn jɔnjɔnw di fɛntigiw ma minnu bɛ taa ɲɛ:
I yɛrɛ tanga ka wale kɛ kojugu: Jɛkulu ka jaabi min bɛ i yɛrɛ tanga, min bɛ dimi, walima min bɛ kɛ kojugu, o bɛ tasuma lawuli tuma caman na. A bɛ pile-on in tiɲɛ iko gɛlɛya. Lakalicogo lasegin nɔgɔya la: Tuma dɔw la, jaabi ɲuman ye ka sɔn waati ma k’a sɔrɔ i ma fɛn fɔ ani ka sigida tununnen di cogo la min tɛ fɛnba ye. Aw ye a dɔn waati min na aw ka kan ka aw sen don a la: Banakisɛfagalan bɛɛ mago tɛ gazi la. Tuma dɔw la, makun min bɛ kɛ ni hakili ye, o bɛ se ka kɛ fanga ye ka tɛmɛ ɛntɛrinɛti ladamu kɛlɛli tilennen kan.
Stratégique Impératifs pour les Marques dans un World "Burgergate" kɔfɛ McDonald ka saga tɛ fɛn ye min bɛ bɔ kɛnɛ kan. O ye blueprint ye normal kura in na. Walasa ka nin sigida in ɲɛminɛ, fɛntigiw ka kan ka fɛɛrɛw ta minnu bɛ se ka kɛ ka ɲɛ ani minnu bɛ se ka muɲu, minnu bɛ tɛmɛ laadala PR kan. A fɔlɔ, ɲɛmɔgɔya ni marka ka sosiyete ka kunnafonidilanw kalanni tɛ se ka kɛ. Forobaciyɛn, ɲininkali, ani poste bɛɛ, o bɛɛ ye kɔnɔkow ye minnu bɛ se ka kɛka ɲɛsin nizɛri mansin ma. Filanan, markaw mago bɛ waati yɛrɛ la sigida lamɛnnikɛminɛnw na walasa ka pile-ons nascentw dɔn sani u ka se mass critique ma. Dusukunnataw jiginniw faamuyali u kɛtɔ, o nafa ka bon kosɛbɛ. A laban na, forobaciyɛnko ɲuman jidagayɔrɔ jɔli nafa ka bon. Marka minnu ni sigidamɔgɔw ni ɲɔgɔn cɛ jɛɲɔgɔnya barikama don, minnu ye tiɲɛ ye, ani minnu nafa jɛlen don, olu bɛ se ka muɲu kosɛbɛ ni banakisɛfagalan dɔ nana. U bɛ ni dannaya jusigilan ye ka segin ka bin min kan, o b’a to waati gansan kelen tɛ se k’u ɲɛfɔ.
Ka fɛn dɔ jɔ min bɛ se ka gɛlɛyaw kunbɛn, n’o ye Marka Identité ye Kalansen jɔnjɔn min bɔra Burgergate fɛ, o ye ko sisan, markaw ɲɛnabɔli bɛ senna, wa a bɛ kɛ granular ye. A bɛ tali kɛ waati misɛnnin ba caman nɔfɛkow lajɛlen na, kanpaɲibaw daminɛni dɔrɔn tɛ. K’a lajɛ ko magayɔrɔ bɛɛ — k’a ta IT infrastructures la ka se feereli kanpaɲiw ma — ka bɛn ɲɔgɔn ma ani k’u kɔlɔsi, o ye fɛnba ye. Lapses minnu kɛra yɔrɔ kelen na, i n’a fɔ an ye otomatiki baara minnu ɲinɛna an kɔ, olu bɛ se ka kɛ sababu ye ka bɔnɛw lase yɔrɔ wɛrɛw ma. Marka ka kan ka teliya ni nisɔndiya sɛnɛ. U ka kan k’u labɛn ka sɔn ɛntɛrinɛti ladamucogo kabakomaw ma k’a sɔrɔ u ma bɔnɛ u ka cikan jɔnjɔn na. Laɲini tɛ ka i yɛrɛ tanga meme kelen-kelen bɛɛ ma, nka k’a lajɛ ko fanga tɛ u si la ka tiɲɛni banbali kɛ.
Kuncɛli: Ka taama kɛ jamana kura kɔnɔ McDonald ka "Burgergate" ko in kɛra hakilijigin jɛlen ye ko bi diɲɛ kɔnɔ, ɛntɛrinɛti b’a fɔ ko taamasiyɛn ye min ye waati o waati. Pile-ons teliyalenw ani sɛgɛsɛgɛlibaw ye fɛnw ye minnu bɛ to senna nizɛri jamana kɔnɔ. Ni markaw bɛ taa ɲɛ, ɲɛtaa bɛ bɔ labɛnni na, tiɲɛni na, ani hakilisigi fɛɛrɛw la. Marka min bɛ se ka muɲu, o jɔli bɛ i ka nizɛri nafolo ni taabolo bɛɛ ɲɛnabɔ ni kɔrɔtɔ ye. Yala i ka marka labɛnnen don a ka waati virali waati la min ma labɛn wa? Aw ye aw jija aw ka baarakɛcogo ka kɛ cogo la min tɛ fɛn tiɲɛ, ka kɛ ɲɔgɔn fɛ, ani ka kɔlɔsi. Aw ye ɲɔgɔn sɔrɔ Seemless fɛ bi walasa ka baro kɛ an ka furakɛlicogo bɛ se k’aw dɛmɛ cogo min na ka taamasiyɛnw sigi senkan minnu bɛ se ka baara kɛ kosɛbɛ ani minnu bɛ se ka muɲu.
