McCareers

As a frequent Facebook user, I recently came across a great example I thought worth sharing.

Within Facebook's home page is the "news feed," a former controversy turned avenue for more targeted advertising that updates you on the latest happenings of your friends; what photos they've added, groups they've joined and causes they support.

Occasionally Facebook will include a "sponsored group" which appears in the "news feed" making users aware of companies dipping their toes into social media. In a number of cases, this has been used for trying to recruit younger employees.

Such was the case when I encountered a sponsored group titled "McCareers," an effort by McDonalds to attract younger managers, which prominently displays quotes such as, "From the day I walked into McDonald's, I've never looked back," from Ana (no last name provided) a "restaurant manager" for McDonald's. See photo below.

When I viewed the group, I was surprised, and somewhat amused, to see the comments users had left on the McDonalds "wall." While unfortunately I can't quote them verbatim (the commenting section was removed and disabled within 24 hours of the group's posting) the comments from users included; discussion about McDonald's supposed anti-union actions, a former employee blasting the company about how bad it was to work there, a jibe at McDonalds from one user saying even with all their "marketing muscle" they were only able to attract a few people to the group, and my personal favorite, a satirical 5 Reasons to Work at McDonalds which included "making America fatter." It's no wonder they disabled the commenting section.

The point I'm trying to make is that social media is simply an extension of what is real, and you can't just buy your way in. Just because McDonalds potentially paid an estimated $150,000 for a sponsored group (see slide 3 in full screen) and one week after its debut has only 231 members doesn't mean its Facebook group will want to make people work there.
So before you go jumping into social media, make sure what you're doing is authentic, and then allow people to spread it. And maybe when you're considering investing $150,000 for a sponsored group, you should consider giving your employees a raise.

Maybe then they'll be lovin' it.

Bryan Sims is the CEO of brass|MEDIA.