The purpose of this policy is to communicate McDonald's expectations to all employees with regards
to the use of social media, whether that use is work related or not.
Social media is an important communication channel, giving users the opportunity to create, share or
consume content. McDonald's recognises the value of social media to:
- sell products;
- build its brand;
- engage with customers; and
- manage issues as they emerge.
From time to time McDonald's Australia may update, revise or rescind this policy.
This policy applies to all McDonald's employees, contractors, franchisees and franchisee employees
working either in corporate office or field operations. From time to time McDonald's may update,
revise or rescind this policy.
This policy applies to employee's use of social media in both a professional and private capacity. By
this McDonald's means:
- Professional use: where an employee is authorised and accredited to represent McDonald's on social media platforms and is using a social media platform for business purposes.
- Private use: where an employee is using social media in their personal capacity and makes reference to McDonald's, or its people, products or services, and/or other business related organizations.
What is Social Media?
Social Media may include (although is not limited to):
- social networking sites (e.g. Facebook, Myspace, LinkedIn, Bebo, Yammer);
- video and photo sharing websites (e.g. Flickr, YouTube, Instagram);
- blogs, including corporate blogs and personal blogs (e.g. Wordpress, Blogger, Tumblr);
- blogs hosted by media outlets (e.g. 'comments' or 'your say' feature on smh.com.au);
- micro-blogging (e.g. Twitter);
- wikis and online collaborations (e.g. Wikipedia);
- forums, discussion boards and groups (e.g. Google groups, Whirlpool);
- vod and podcasting;
- online multiplayer gaming platforms (e.g. World of Warcraft, Second life);
- instant messaging (including SMS, Snapchat);
- geo-spatial tagging (Foursquare); or
- any other websites that allow individual users or companies to use simple publishing tools.
Authorisation and Moderation
Before engaging in social media as a representative of McDonald's, you must become authorised to
comment. You must not comment as a representative of McDonald's unless you are authorised to
Only the members of the Corporate Communications and Digital Manager team or anyone that has
been authorised by the Corporate Communications team are able to engage in social media as a
representative of McDonald's.
PRIVATE USE OF SOCIAL MEDIA
You are personally responsible for the content you publish in a personal capacity on any social media
platform and must not use social media to undermine the goodwill, reputation, development and or
operation of McDonald's its people, products or services and/or any other business related
organisations (such as our suppliers or franchisees).
What You Need To Do?
Be Honest About Who You Are. If you are discussing McDonald's or topics that relate to our
business or industry, clearly identify who you are and your role at McDonald's. Make it clear
that the views expressed are your own by including a disclaimer such as 'I work for
McDonald's, but these views are mine alone and do not necessarily reflect the views of
McDonald's.' Do not imply that you are authorised to speak as a representative of
McDonald's, nor give the impression that the views you express are those of McDonald's.
Respect Your Audience and Your Co-workers. Be polite and respectful to all people you
interact with online, including your co-workers. Do not post or respond to material that is
offensive, obscene, defamatory, threatening, harassing, bullying, discriminatory, hateful,
racist, sexist or otherwise unlawful. Do not share your colleague's personal information,
images of them or any conversations or statements attributable to them without their
Protect Confidential Information. Disclose and comment only on information classified as
public domain information (such as information on McDonald's website
www.mcdonalds.com.au). Be careful not to use or disclose any confidential or secure
information (such as business plans, marketing information, product information, supplier
details or procedures). Do not disclose the identity or personal information of your
McDonald's colleagues without their permission.
Respect the Law. Be aware that although many social media platforms are new, existing laws
in relation to issues such as copyright, trademarks, privacy, defamation, contempt of court,
consumer protection, occupational health & safety, discrimination and harassment still
platform/website, as well as applicable McDonald's internal policies and procedures.
Protect the McDonald's Brand. You are an ambassador for the McDonald's brand. Assume
that anything you publish can be read by anyone, anywhere, anytime. Do not publish any
material that might cause damage to McDonald's reputation or bring it into disrepute, or use
any McDonald's logos, images or trademarks without permission.
Use Good Judgment and Commonsense. Assume your posts and comments are permanent
and will be seen by a large number of people, including customers, other employees,
suppliers and competitors. If you are posting information about McDonald's products and
services, ensure that it is factually accurate and not misleading. If you feel uncomfortable
about something you are about to publish, ask your Manager first.
Don't Forget Your Day Job. You should make sure that your online activities do not interfere
with performing your job responsibilities.
Refer Media Inquiries To The Appropriate Manager. If your posts generate media coverage
or inquiries related to McDonald's, its products or services, immediately notify a member of
the Corporate Communications Team or in an emergency call the Mac Hotline on 1800 810
Deal With Inappropriate Content Quickly. You must not respond to material published by
members of an online community that may breach applicable laws and regulations including
copyright, trademark, privacy, defamation, contempt of court, consumer protection,
discrimination and harassment laws. In the event that such material is published, you must
immediately notify a member of the Corporate Communications Team or in an emergency
call the Mac Hotline on 1800 810 377.
McDonald's reserves the right to request that certain subjects are avoided, and request that
employees withdraw certain posts and remove inappropriate comments as a result of private use of
USE OF MCDONALD'S COMPUTERS AND SYSTEMS
McDonald's has the right to monitor all
communications transmitted by, to, or stored on all electronic communication tools (such as
computer systems and networks, emails, internet access, mobile communication devices) provided
by McDonald's for work use, including whenever you participate in social media professionally or
The following examples are for guidance only and demonstrate some of the ways in which this policy
Michael has completed a drive thru shift with a perfect car count. Michael is proud of himself
and his team and wants to post about this success on his personal Facebook page, in a group
created for employees of the McDonald's restaurant where he works. He also wants to
upload a screenshot or photo of the drive thru results. Although Michael is engaging in
private use of Facebook, given he is referring to his work at McDonalds. Therefore, this social
media policy, and all other relevant McDonald's policies apply and Michael must comply with
them. For example, Michael must not disclose any confidential information, including screen
shots and photos of in-restaurant technology systems.
Kate is a corporate employee that has seen a funny picture on the internet about working at
McDonald's, which includes the McDonald's logo. She thinks her colleagues will also find the
picture funny, and wants to post it on her Twitter profile and Facebook page. Although Kate
is engaging in private use of Facebook, this social media policy, and all other relevant
McDonald's policies apply and she must comply with them. Kate should not publish the
picture on her Facebook page or 'tweet' it, as it many contain material which could damage
the McDonald's brand. Kate must also be aware that she cannot use the McDonald's logo
Jeff is communicating with Shaun on Facebook and they are discussing their next shift at
McDonald's. Although Jeff and Shaun are engaging in private use of Facebook, because they
are referring to their work at McDonalds this social media policy, and all other relevant
McDonald's policies apply and they must comply with them.
Stephanie is a crew member that has heard that a new chicken burger is launching at
McDonald's in one month's time. She is really excited and wants to tell her followers on
Twitter about the new burger before the launch date. Although Stephanie is engaging in
private use of Twitter, this social media policy, and all other relevant McDonald's policies
apply and she must comply with them. Stephanie should not discuss the new product until
after the launch date.
Courtney and Wendy are crew members on shift together and they get into an argument
about a procedure. Later that day, Courtney logs into her Facebook account and posts a
derogatory status update calling Wendy a racist name. Although Courtney is using her
private Facebook account, this policy applies. Courtney's behavior is contrary to McDonald's
Respectful Workplace Policy, as discrimination is unacceptable conduct.
Breaches of this policy may result in disciplinary action up to and including the termination of
Employees who breach applicable laws and regulations may also be personally liable.
If you become aware of any inappropriate use of social media, please contact a member of the
Corporate Communications Team or in an emergency call the Mac Hotline on 1800 810 377.
This policy does not form part of any contract of employment and is not intended to give rise to
contractual rights against the Company.
- To be approved by Chief Restaurant Support Officer
- Respectful Workplace Policy
- Internet Usage policy for Corporate employees