In recent years, there has been a charge for businesses to engage significantly on social media with their potential markets. No longer is it enough to advertise in traditional forms of media – a presence on Facebook, Twitter, Instagram, or Pinterest is seen as essential to demonstrate engagement with existing and future customers.
Massive numbers of users from both a business and private context bring with them their own attendant legal risks. Social media users have found themselves delayed in legal action as a result of threatening, abusive or harassing behaviour, breach of copyright, trademark infringement and even breaching the Data Protection Act, while others have been dismissed from employment or seen their businesses suffer as a result of statements made online.
There are some associated risks could be classified for social media sites include confidential information, wrongful dismissal, statutory risks, occupation and organisation specific risks and reputation risks.
Hashtag is a popular tool on Twitter for communication, it also become a remarkable feature which is used on Google+, Pinterest, Tumblr and Facebook recently. It helps create the conversations, aids in the spread of news and promotes events or products.
Back to 2012, when McDonald had a campaign for their customers using #McDStories hashtag to share on Twitter about positive way how they lovin’ it.
However, instead of sharing their positive stories about McDonald, negative tweets about the fast food giant began to proliferate. Most of the stories were tweeted about being high while eating McDonald’s and throwing up the food. This promotion hashtag campaign was partly ruined McDonald’s reputations. This is not the first time that fast food company has lost control of its hashtag.
McDonald had to pull that hashtag after 2 hours after losing the control on social media. As the result, within an hour pulling #McDStories fell off from 1600 conversations to a few. McDonald finally stopped using that hashtag, and according to Rick Wion (director of social media for McDonald’s USA) stated that “You don’t control things. You can only hope to steer things in certain directions.”