Social Media Fires McDonald's CEO

McDonald's says it simply adores social media. Can't get enough of it. Wants to be its star of the fast food industry. Of every industry.

But does social media return the air kiss? The bear hug? The gushy love notes?

Well, not always. In fact, sometimes it's the polar opposite. To the extent that a case can be made that social media was a major factor in today's "retirement" of mickey D's CEO.

And if so -- and I believe it is true, based on the fact that social media often reflects the collective thoughts and emotions of society/the marketplace at large -- my personal/social experience with the tarnished arches provides for a crystallized perspective.

Last December, I published a LinkedIn post taking McD to task for what I view as its third-rate food and sloppy restaurants. Minutes after I hit the send button, the post went viral, being viewed by 408,000-plus LinkedIn members, virtually all current or former customers.

Of the nearly 1,000 comments posted to the LinkedIn thread, a torrent of opinion excoriated the company for everything from unhealthy food to filthy premises. An embarrassment to be sure, but one made worse by McDonald's refusal to respond to an outpouring of emotion by the people.

Here is what happened in the subtext:

*I called on the CEO to respond to the public outcry. The outcome: silence.

*I appealed to McD to offer all who had turned against the once great business that Ray Krock built by offering them a free meal coupon and an opportunity to earn back their loyalty. The outcome: crickets.

*I challenged McDonald's social media team to actually engage in social media beyond Big Mac hype. Say something. Promise something. The outcome: you could hear a pin drop.

I am not saying that my post or other social media/review site black eyes brought down the CEO on its own, but it played a role. Likely a major one. And mostly because beyond the so-called food and the gaudy arches stood the hubris of a company who likely responded to the legitimate "beefs" by thinking "let them eat cake."

In many cases, that cake is called Chipotle.