"We're tracking 2.5 [million] to 3 million-plus conversations each month, and it's sometimes difficult to see a little bubble before it turns into a major trend for us," McDonald's Social Media Director Rick Wion says in this interview. McDonald's uses Radian6 and Sprout Social to get a handle on all the social chatter, and works with an internal legal team to react in real time to celebrities' appearances at restaurants via Twitter. "As it turns out, celebrities go to McDonald's. When a celebrity tweets, we can retweet their original tweet. We don't add to it."

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