It’s always nice to start the week off with a positive, successful story.
The facts appear to be that someone managed to lay hands on or create an official looking piece of McDonald’s letterhead. They then proceeded to print something outrageously racist on it. They taped it up on the glass of a door to a McDonald’s restaurant, took a picture, posted it to Twitter and then sat back to watch the “fun”.
McDonald’s used a smart combination of Twitter and traditional media response in their handling to very smart effect. They used the speed and succinctness of Twitter to get out a quick and effective response. Mashable also contacted McDonald’s and got a full statement from Rick Wion, one of the folks on their Twitter handle, that reiterates the point that it’s a hoax and uses the format of that response to give more background and detail.
These two used together like this form a potent and effective “one two punch”. McDonald’s also gets credit for having what seems likely to be the same person handle both responses. It makes the response more human and genuine.
Sometimes less is more in terms of responses. And this shows how the short form of Twitter can work very well in those instances.
Overall a successful defusing of a potentially bad situation. You likely wouldn’t have heard about it if I didn’t write on it. That is the mark of success in this space.