In 2003 McDonald’s was a global corporation in decline. A brand that had built it’s reputation on the simple slogan that it was a happy place to be; which had democratised eating out, had forgotten what it was about.
Twitter is looking to get small business owners more involved in its service with its latest standalone app.
Similar to tweet-tracking platforms Tweetdeck and Hootsuite, the new Dashboard app lets businesses monitor chatter about products, key words or hashtags that might escape direct "@" mentions. They can also schedule a lineup of tweets, see a more detailed readout on how tweets perform and even get auto-generated suggestions for potential messages.
For instance, the app could surface a praising tweet from a customer that a business might have otherwise missed, then prompt the brand to retweet it or respond in a certain way.
While bigger brands with dedicated social media teams have access to more sophisticated tools through Twitter's partnership program, the free app is geared towards small and medium-sized companies that are just interested in the condensed, easy-to-use basics....
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