"how McDonald's unintentionally set itself up for failure. It migrated from the original #MeetTheFarmers hashtag to the new #McDStories one. It didn't ever really explain the hashtag #McDStories. It chose a hashtag easy to take out of context. Brand names in hashtags open a company up for negative exploitation. Then, once the exploitation began, McDonald's pulled down the tweet and mostly clammed up on the subject."