Pushing Pablum With Mental Pablum

McDonalds-Sign Coke isn’t alone, of course. One wonders which will give you diabetes faster — regularly eating the food at McDonald’s, or “following” its Twitter feed.

Marketing news site contently glowingly reports the following:

Aside from when Mickey D’s is promoting its newest products or the comeback of a favorite menu item (McRibs or Shamrock Shakes, anyone?), the Twitter resembles that of any other user. The company posts updates such as, “’If we didn’t have birthdays, you wouldn’t be you. If you’d never been born, well then what would you do?’ Happy Birthday Dr. Seuss!” and “Happy Thursday everyone! Hope your day is off to a great start!”

It even re-tweets updates unrelated to the company like “Those small words someone can say that makes your day ten times better. #LittleThings” and “I try to be the 1 person to stand up and do something for someone when everyone else sits and watches. #littlethings.”

It’s fitting that McDonald’s Twitter updates are positive and uplifting, considering that its trademark colors are bright, it serves Happy Meals, and its slogan is “I’m lovin’ it.” The company is all about happiness, and this effectively translates over to its presence on Twitter.

Along with never posting negative content, the McDonald’s Twitter feed is clearly run by everyday people. Its ten Twitter representatives sign their tweets with their initials, posting statuses like “It’s Friday! How is everyone this morning? ^MO” and “Good morning and happy Tuesday! Very grateful for the McCafé Mocha that’s about to help me get my day started! ^MO.”

The advertising is in there, but it’s not so direct — people update their Facebooks or Twitter accounts all the time mentioning restaurants or products. Rick Wion, McDonald’s social media director, told PR Daily, “People want to connect with actual people on Twitter.” Instead of sounding like an automated machine, the company’s account is personal and heartfelt.

Over 300,000 people “follow” this line of brand-building condescension and lies, by the way. “The company is all about happiness!” I’m sure that news will go over really well at the next shareholders meeting.

What a culture we get.

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