By: Yeimi Vasquez
Photo via: CNN
Burger King will pay for Mr. and Ms. Burger-King’s wedding. How did this happen? Through the power of social media after an article in The State Journal-Register went viral.
The article described how Joel Burger and Ashley King’s last names coincidentally incorporated the fast-food giant’s name. The couple was contacted via Twitter and Skype by Burger King’s Alison Brod to announce the surprise.
In my opinion Burger King’s reactive response turned into great PR. It took advantage of the social media world as people shared the story. Thus demonstrating the power of social media.
But what exactly is social media?
In my opinion it can be described as user-generated content where masses of people interact. So when interesting things hit a newsfeed it is a natural tendency to share what’s found.
According to Texas A&M computer scientist James Caverlee, social media can not only change minds, but also change the world as a form of persuasion. Since crowds are naturally forming, he says it is easier to crowd-source information than your typical word-of-mouth marketing. Especially when disasters or obscure things happen.
In definition, Caverlee’s research has proven how important social media has become to companies today, particularly when it comes to measuring the positive and negative effects of content.
For instance, Burger King can use analytic tools via Twitter, Google Analytic’s, Facebook Analytic’s, etc. to see how people are engaging with the company. Such as finding out who posted, why, when, how many people were reached and the overall positive or negative business outcome of the content in general.
Consequently it is clear that social media has become a huge part of our culture. It is the definition of creating the ultimate connection and Burger King did just that by ‘caring/paying’ enough to pay for a wedding that creates a type of personal corporate social responsibility.