McDonald's maintains an active Facebook presence with over 26 million followers. They post engaging content regularly including seasonal updates, promotions, and videos highlighting healthy lifestyles and suppliers. While comments are moderated, McDonald's encourages discussion through questions and contests. Their India page in particular sees high engagement through fitness partnerships, quizzes, customer photos, and locally relevant content.

1. McDonald's Facebook presence
January 2013
More than 26 million Facebook users have been served
engaging content at McDonald's Facebook page

2.  The reach and popularity of this global fast food chain adds to
online popularity.
 Because people enjoy their food and are engaged with the brand
and its experience , they like them on their facebook page

3.  At first glance,
McDonald's Wall is fairly
engaged.
 The top of the
McDonald's Facebook
page starts the
engagement process
right away
 The brand updates their
cover photo monthly to
reflect seasonal offerings
recent developments at
and new offerings
 This creates curiosity and
generates talk on the
page

4. Balance between control and engagement
 The wall is turned off to visitor posts, so only comments and likes on
existing posts are allowed. While customers can still log in complaints
by commenting on posts, the conversation is still guided largely by
the posts on the moderator.

5. CSR activities used to increase engagement
 Last November the
brand launched ‘Give
A HAND’ campaign.
And invited their
facebook community
to participate
• They also used
facebook to generate
awareness about the
McCafé Project
Warm Up: Lend a
Hand to Warm a
Heart

6. Engaging and seasonal updates on timeline
 As one scrolls the timeline,
the page is filled with more
pictures designed to
capitalize on the calendar,
iced coffees when the
weather turns warm and
hot chocolate in the winter.

7. Healthy lifestyles at McDonald's
 There’s also a plethora
of videos presenting the
healthy lifestyles of
McDonald's customers.
 These are clearly
designed to dispel
McDonald's image of
dishing out unhealthy
food and adding to the
global obesity problem

8. Healthy lifestyles at McDonald's

9. McDonald's Quality Matters Tab
 McDonald's has frequently been
criticized for serving highly
processed and unhealthy food.
 Quality Matters Tab showcasing the
authenticity of its products and
where they come helps to engage
customers in the process of
ingredient collection.
 The tab focused on videos of 4
McDonald's suppliers–two potato
farmer’s ( their fries are a source of
contact debate ), lettuce grower and
a cattle ranch owner
 The videos are engaging, heart-felt
and the right length to keep the
facebook community engaged.

10. Audience engagement via participation in
various games etc.
 The brand encourage
discussions with probing
questions such as: “If you
could travel to any
McDonald's in the world,
where would it be?”
 The responses to such
questions generate
humor, discussion and
analysis . It also gives an
insight into consumer
preferences

11. Engaging content on India page
• Engaging their health conscious
customers through their
campaign with fitness guru
Mickey Mehta
• Quizzes around likely locations
of news stores
• Happy and satisfied pictures of
young customers
• Engaging content on new
/seasonal products
• Regularly updated and engaging
content with local flavour has
given the brand over 353
thousand followers for its India
page.