In some ways, social media is the Wild West. Businesses try to embrace it, but they can never completely control what it written about them on it.
Case in point, six days ago an anonymous McDonald's employee took to the Ask Me Anything thread of reddit and starting the following post: "IAmA McDonald's employee, who has seen the worst of the worst customer incidents, altercations, and overall rudeness of human beings. AMA." This is a pretty frightening start to a blog thread for a restaurant like McDonald's.
But while's he quite critical of the food, and tells a few bizarre stories, he says that, if he had to do it all over again, he'd still work at McDonald's: "It's all based on locations, and the one i'm at right now is the perfect storm of employees, pay, and job atmosphere. That can't be said for many other employees of The Party (excuse my "1984" reference), but I definitely would, seeing how our store manager salaried pay is in the 80k range."
The thread, which features 2644 comments at the time of writing, has been covered by the LA Times, the Washington Post and the Huffington Post. McDonald's have had to issue a statement saying: "While this crew member is not a spokesperson for McDonald’s, as with any job, I think we can all agree there are ups and downs, good days and bad. We believe these posts reflect that."
It's a challenging topic for McDonald's but they've done their best to find a silver lining. In the age of social media, it can be very hard to control your message, but businesses, and franchises, need to be ready to get their message out there.