Last week, McDonalds had a Twitter campaign to spread awareness about their supplier relationships with farmers.  The #McDstories hashtag went askew when people started tweeting about not-so-positive experiences with the fast-food chain, including stories of food poisoning and chipped molars.

This is a great example of why it's important to act quickly in today's marketing environment and why brand marketers must be agile.  Luckily, McDonalds had a pulse of the Twittersphere and was able to quickly pull hashtag before further damage was done.  

Here's what McDonald's social media director Rick Wion said:

"With all social media campaigns, we include contingency plans should the conversation not go as planned. The ability to change midstream helped this small blip from becoming something larger."

The ability to makes changes mid-campaign and in real-time allows marketers to do damage control, thus reducing negative impact to the brand.

Read the article here.