In a recent #MMchat session, I referred to McDonald’s as a social media best practice and said they should give me some free fries for the reference. In a tribute to the way McDonald’s is “tuned in” to its audience, Rick Wion, the company’s director of social media, responded to one of my tweets and said that he would indeed buy me some fries.

What resulted was even better … a lengthy discussion and a short video interview when I got to meet him live at SXSW. Talk about the business benefits of Twitter!

How does a global icon like McDonald’s — one of the world’s most important brands — engage with millions of customers? Well here’s the answer in this video. I think you’re going to love this interview. We touch on some very significant topics about the research that went into their effort, humanizing a brand, staffing up for an initiative like this, and where it will lead.

Would love to hear your comments about this. We may even be able to get Rick to answer a few questions.

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