Arguably, McDonald's biggest social media success has come from the burger chain's Canadian division—but one of the biggest beneficiaries has been the U.S., thanks to the borderless nature of the Web. McDonald's, which has over the past few months tapped social media to tell a story of transparency and food quality, has seen success and stumbles. But one of the biggest triumphs has come from McDonald's Canada, which has released a series of videos answering consumer questions about the food, from why a real-life burger looks different than the one in the ads to how to make the Big Mac's...
Managing the New Customer Relationship: Strategies to Engage the Social Customer and Build Lasting Value
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