Most people are well aware of the growing influence of bloggers, and of course the "power of mom" has been well documented for decades - combine the two and a powerful force is created. The folks at McDonald's a few years ago decided to go head-on with a variety of myths and misconceptions and urban legends with regard to the quality of their food. I read about their latest chapter in this week's Advertising Age, which highlighted McDonald's Moms' Quality Correspondents - a group of moms that McDonald's invites to check out where their food is made, ask questions to their nutritionists, see the ingredients and much more.

    Its a great example of a company that identified a crucial challenge to their success - opinions of moms who visit their restaurants every day - and decided to open the door wide open and invite them in to have a look. And bonus points of course for McDonald's to embrace the blogging community and provide an example of transparency that others could definitely learn from for their own efforts.

    很多人都知道了博客主的影響力正變得越來越大，當(dāng)然在幾十年中“媽媽的力量”也是已經(jīng)被證明的了，將他們兩者聯(lián)合起來后就產(chǎn)生了一種強(qiáng)大的影響力。麥當(dāng)勞在幾年前決定正面迎對(duì)各種各樣的關(guān)于他們食品質(zhì)量上的誤解、錯(cuò)誤印象和不實(shí)流言。我閱讀了本周《廣告時(shí)代》上的最新一章節(jié)，他們重點(diǎn)突出了了“麥當(dāng)勞媽媽質(zhì)量通訊員”（一群由麥當(dāng)勞邀請(qǐng)的媽媽來核對(duì)他們的食品產(chǎn)地，咨詢麥當(dāng)勞營養(yǎng)師，和檢查食品配料等其它事項(xiàng)）。

    這是一個(gè)很好的案例，麥當(dāng)勞決定門戶開放，邀請(qǐng)媽媽們參觀他們的餐廳，每天參觀他們餐廳的媽媽們的意見是對(duì)他們成功的關(guān)鍵性挑戰(zhàn)。通過參與博客社區(qū)活動(dòng)，麥當(dāng)勞獲得了額外的收益，同時(shí)也為其他人提供了一個(gè)明確透明的可供學(xué)習(xí)的案例。