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McD uses social media to respond to violent video

Chain reaches out to customers on Twitter to condemn attack that an employee filmed and posted online
April 25, 2011 | By Ron Ruggless

McDonald’s Corp. and a Maryland franchise owner used social media channels over the weekend to communicate with customers after an employee-filmed video of a brutal beating in one of the chain’s restaurants went viral online.

The video, which went up on briefly Friday and was picked up by other websites, drew thousands of views during the day. The three-minute clip showed attackers repeatedly grabbing, punching, kicking and pulling the hair of 22-year-old Chrissy Lee Polis at a franchised McDonald’s in Rosedale, Md., while an older female customer and an employee tried to intervene.

After the video went online, McDonald’s posted a message midday Friday to its more than 121,000 Twitter followers saying, “We aware of the incident in Baltimore and are working with local police in their criminal investigation.”

McDonald’s tweeted several more times about the incident over the weekend. By Saturday afternoon, the chain had condemned the assault on Twitter and reported that the employee responsible for the video had been fired.

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April 2011

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