Protesters target Olympic sponsors' social efforts

02/9/2014 | Mashable

Olympic sponsors are banking on social media to spread their message, but are coming up against several controversies, including the growing number of activists and consumers using Olympic hashtags to condemn Russia's anti-gay policies. McDonald's #CheersToSochi is a prime target for parody and activist tweets. It's "important to remember that social media is all about a conversation," said Rick Wion, U.S. director of social media at McDonald's.

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