海外文化:麥當勞請媽媽們開博客為其做監督
Most people are well aware of the growing influence of bloggers, and of course the "power of mom" has been well documented for decades - combine the two and a powerful force is created. The folks at McDonald\'s a few years ago decided to go head-on with a variety of myths and misconceptions and urban legends with regard to the quality of their food. I read about their latest chapter in this week\'s Advertising Age, which highlighted McDonald\'s Moms\' Quality Correspondents - a group of moms that McDonald\'s invites to check out where their food is made, ask questions to their nutritionists, see the ingredients and much more.
Its a great example of a company that identified a crucial challenge to their success - opinions of moms who visit their restaurants every day - and decided to open the door wide open and invite them in to have a look. And bonus points of course for McDonald\'s to embrace the blogging community and provide an example of transparency that others could definitely learn from for their own efforts.
很多人都知道了博客主的影響力正變得越來越大，當然在幾十年中“媽媽的力量”也是已經被證明的了，將他們兩者聯合起來后就產生了一種強大的影響力。麥當勞在幾年前決定正面迎對各種各樣的關于他們食品質量上的誤解、錯誤印象和不實流言。我閱讀了本周《廣告時代》上的最新一章節，他們重點突出了了“麥當勞媽媽質量通訊員”（一群由麥當勞邀請的媽媽來核對他們的食品產地，咨詢麥當勞營養師，和檢查食品配料等其它事項）。
這是一個很好的案例，麥當勞決定門戶開放，邀請媽媽們參觀他們的餐廳，每天參觀他們餐廳的媽媽們的意見是對他們成功的關鍵性挑戰。通過參與博客社區活動，麥當勞獲得了額外的收益，同時也為其他人提供了一個明確透明的可供學習的案例。
Most people are well aware of the growing influence of bloggers, and of course the "power of mom" has been well documented for decades - combine the two and a powerful force is created. The folks at McDonald\'s a few years ago decided to go head-on with a variety of myths and misconceptions and urban legends with regard to the quality of their food. I read about their latest chapter in this week\'s Advertising Age, which highlighted McDonald\'s Moms\' Quality Correspondents - a group of moms that McDonald\'s invites to check out where their food is made, ask questions to their nutritionists, see the ingredients and much more.
Its a great example of a company that identified a crucial challenge to their success - opinions of moms who visit their restaurants every day - and decided to open the door wide open and invite them in to have a look. And bonus points of course for McDonald\'s to embrace the blogging community and provide an example of transparency that others could definitely learn from for their own efforts.
很多人都知道了博客主的影響力正變得越來越大，當然在幾十年中“媽媽的力量”也是已經被證明的了，將他們兩者聯合起來后就產生了一種強大的影響力。麥當勞在幾年前決定正面迎對各種各樣的關于他們食品質量上的誤解、錯誤印象和不實流言。我閱讀了本周《廣告時代》上的最新一章節，他們重點突出了了“麥當勞媽媽質量通訊員”（一群由麥當勞邀請的媽媽來核對他們的食品產地，咨詢麥當勞營養師，和檢查食品配料等其它事項）。
這是一個很好的案例，麥當勞決定門戶開放，邀請媽媽們參觀他們的餐廳，每天參觀他們餐廳的媽媽們的意見是對他們成功的關鍵性挑戰。通過參與博客社區活動，麥當勞獲得了額外的收益，同時也為其他人提供了一個明確透明的可供學習的案例。
