Like the majority of the over fifty percent-million those who have viewed the Domino’s Pizza video that’s been circulating the internet, I was totally grossed out during and after I watched this showcase of employee misconduct at its worst. My fears about what could happen behind the scenes at restaurants had been realized, and it was not a fairly sight.
However, Dominos catering menu gross-out and in all likelihood a couple of felony charges for the employees within the video aren’t the one thing on the line here. Also on the line is a brand, Domino’s, which thus far has enjoyed a good reputation among consumers. Not just a day goes by which i don’t see a Domino’s commercial on TV or even a Domino’s delivery car rolling though my neighborhood.
Overall, I’ve been surprised by how Domino’s has tackled this catastrophic issue. They’ve spent the last day or two wrestling their brand from destruction by issuing stern statements and press releases, fielding interview requests, posting video responses online, and establishing a free account on Twitter that speaks directly to this crisis (among other things). I do believe this response and also the incident generally has inside it several worthwhile examples that small, and mid-sized businesses can learn from since we all get used to navigating the industry of social media marketing. Below are a few thoughts:
* Recognize the power of social media : The Groundswell is real. Hundreds of thousands of people around the world are involved in social media every second of the day, and this interaction will simply continue. It’s essential that everyone recognize the power of social media, and those who participate in it. After all, it was the internet community that brought the Domino’s employee video towards the forefront. And, in the event you aren’t already engaged in social media in some way, now may well be a good time to jump in.
* Monitor the web : Do you know your Webutation? If not, now’s time to find out. Monitor what’s being said about you and your brand in the social networking realm through vehicles like Twitter, YouTube, Flickr, and online generally. The best part about online monitoring is that you simply don’t require a large budget to start your monitoring efforts. Get started using free tools like Google or Yahoo! alerts and checking vehicles like search.twitter.com for key words attached to you or your company.
* Be Responsive : Should you do find inaccuracies about Dominos deals, swiftly respond utilizing the appropriate channels. Like Domino’s, your response mechanisms can vary from media and pr, to posting on social media marketing sites, to making use of your website, or using an integrated strategy. Your response mechanisms will depend on the severity of the issue. All-in-all, it’s best to obtain a grasp on the situation before it spreads like wildfire.
* Education is vital : In the event you haven’t already done so, spend money on social media education for you and the employees. In today’s environment, even having basic expertise in this new landscape can be good for rtjnfn organization’s growth and vitality. Should you don’t possess a budget to confer with an expert, follow blogs on the subject, find online presentations/websites/articles, or take a trip in your local library to check out a few books on the subject. It also might be beneficial to establish social media marketing procedures for the organization that speak with how the medium will likely be used, employee participation, crisis response, etc. These are simply a few basic takeaways from your Domino’s case. As this story will continue to play out, I’m certain that there will be more lessons that people all can reap the benefits of.