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At Issue } essential reading

Riding Social Media's Trojan Horse

Alexandra Samuel
Sunday, May 31, 2009

When McDonald's launched its corporate social responsibility blog at the beginning of 2006, its title — Open For Discussion — signaled the company's readiness to engage with the blogosphere. Eight months later, it faced widespread criticism for the limitations of that engagement. McDonald's could have learned something from the tale of the Trojan Horse: beware of g[r]eeks bearing gifts.

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