Participating in social media might not be a choice for your company
Earlier this week a video surfaced online of two Domino’s Pizza employees who thought it would be funny to make a prank video about doing some disgusting things with the food (some of these videos are kind of gross so if you have a weak stomach, I wouldn’t recommend watching). The videos are archived here.
Not surprisingly, the video caught the attention of online social networks and spread like wildfire. In turn, massive outrage and anger was directed towards Domino’s and its brand. The popular blog, The Consumerist, which posts daily updates on a variety of consumer-related issues, documented the saga as it unfolded.
Yesterday, the president of Domino’s responded with his own video:
If anything, this is a fascinating case study for how powerful – and potentially dangerous – online social networks can be for a company. Moreover, this presents a case for why companies should be monitoring their brands online and implementing strategies for how to engage in times of crises. Luckily, Domino’s reacted appropriately from a communications standpoint by directly targeting the audience who originally viewed the disgusting video.
Unfortunately, the damage will likely not be undone completely, but thanks to the swift actions to engage with online social networks that Domino’s executives took, the situation was just as quickly dissolved. What can companies learn from this? Even if you choose not to participate in online social networks, your company still may be rapidly involved in some very ugly conversations so make sure you have a plan in place to deal with situations like that of Domino’s.
Matt Smedley
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