Yes companies should build engagement with consumers through social media - such as twitter.

In this scenario, McDonalds used a negative trending hashtag to promote what they deemed as a positive. BAD MOVE! #McDStories has created a pre-existing negativity towards the McDonalds brand. Corporate McDonalds should have researched their trends and associated hashtags around their brand name, which would enable them to avoid the negative and move forward in promotion of positive aspects around the McDonalds name.