Live in the Moment

Wendys and Meltwater Blog

As a marketing and journalism student who works for the university social media manager and student publications staff, I have seen different points of view on content creation and marketing demonstrated when it comes to brands and companies. Using social media in addition to or in place of traditional marketing is becoming more and more important. People just spend more time on social media; simple as that.

As a student worker for Harding’s University Communications and Marketing (UCM) office, I have gained a lot of experience with using content management platforms to schedule content. After using a system of scheduling posts on Hootsuite and creating schedules in google sheets, our office began using Meltwater’s content management system in partnership with Sprout Social.

Although we are still trying to figure the details and settings of this platform out, one danger is that we create drafts in order to put items on the calendar when planning content week-to-week. I am not sure what content management platform McDonald’s was using, but I think the fear we have made sure to prevent became reality on twitter for McDonald’s on November 24, 2017.

In a summary of the best social media campaigns of 2018 as of April 2, 2018, Jose Angelo Gallegos published his list of “The 10 Best Social Media Campaigns of 2018.” McDonald’s mistake made this list, not because of their reaction to this mistake, but because of Wendy’s quick-witted response.

The two brands continued to grow as rivals on social media after this occurrence, and it has attracted a lot of attention. Despite the countless hours put into campaigns and long-term branding messages, sometimes the spur of the moment, unplanned pieces of content that react to real-world, in-the-moment events are the ones people can relate and connect to the most.