McDonald’s has not been shy about playing in the social marketing space with native ads on Instagram and Snapchat campaign, but some experts say the brand needs to get to know Millennials better before moving forward with their social strategy. Their efforts thus far have sparked backlash from young social media users that indicates the content they are creating is not resonating. With the rise of social marketing comes a new set of rules, and understanding what Millennials are drawn to on these platforms is key to succeeding. (Adweek)
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