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响力正变得越来越大，当然在几十年中“妈妈的力量”也是已经被证明的了，将他们两者联合起来后就产生了一种强大的影响力。麦当劳在几年前决定正面迎对各种各样的关于他们食品质量上的误解、错误印象和不实流言。我阅读了本周《广告时代》上的最新一章节，他们重点突出了了“麦当劳妈妈质量通讯员”（一群由麦当劳邀请的妈妈来核对他们的食品产地，咨询麦当劳营养师，和检查食品配料等其它事项）。

    这是一个很好的案例，麦当劳决定门户开放，邀请妈妈们参观他们的餐厅，每天参观他们餐厅的妈妈们的意见是对他们成功的关键性挑战。通过参与博客社区活动，麦当劳获得了额外的收益，同时也为其他人提供了一个明确透明的可供学习的案例。