Like the majority of the more than half-million people who have viewed the Domino’s Pizza video that’s been circulating the net, 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 curtain at restaurants had been realized, and it wasn’t a pretty sight.
However, Dominos prices gross-out and probably a couple of felony charges for that employees in the video aren’t the only thing on the line here. Also on the line is a, Domino’s, which to date has enjoyed a solid reputation among consumers. Not really a day goes by that I don’t visit a Domino’s commercial on television or perhaps a Domino’s delivery car rolling though my neighborhood.
Overall, I’ve been astounded by how Domino’s has tackled this catastrophic issue. They’ve spent the last couple of days wrestling their brand from destruction by issuing stern statements and pr releases, fielding interview requests, posting video responses on YouTube, and establishing a free account on Twitter that speaks directly to this crisis (among other things). I think this response and the incident generally speaking has inside it several worthwhile examples that small and mid-sized businesses can study from as we all get accustomed to navigating the world of social media. Here are a few thoughts:
* Recognize the power of social networking : The Groundswell is real. Hundreds of huge numbers of people across the globe are engaged in social media marketing every second during the day, which interaction is only going to continue. It’s crucial that everyone recognize the power of social networking, and the people who take part in it. In the end, it was the online community that brought the Domino’s employee video for the forefront. And, in the event you aren’t already engaged in social media marketing in some manner, now can be quite a good time to jump in.
* Monitor the web : Have you any idea your Webutation? If not, now’s enough time to discover. Monitor what’s being said about you and your brand inside the social media marketing realm through vehicles like Twitter, YouTube, Flickr, and internet based generally speaking. The best part about online monitoring is that you simply don’t need a large budget to start your monitoring efforts. Begin using free tools like Google or Yahoo! alerts and checking vehicles like search.twitter.com for key words attached to you and your company.
* Be Responsive : If you do find inaccuracies about Dominos catering menu, swiftly respond using the appropriate channels. Like Domino’s, your response mechanisms can range from media and publicity, to posting on social media sites, to making use of your website, or using an integrated strategy. Your response mechanisms depends on the seriousness of the problem. All-in-all, it’s best to obtain a grasp on the situation before it spreads like wildfire.
* Education is essential : In the event you haven’t already done so, put money into social media marketing education for you and the employees. In today’s environment, even having basic knowledge of this new landscape could be beneficial to rtjnfn organization’s growth and vitality. Should you don’t possess a budget to confer with the expert, follow blogs on the subject, find online presentations/websites/articles, or travel for your local library to check out several books on the subject. It also could be beneficial to establish social networking procedures to your organization that talk to just how the medium will likely be used, employee participation, crisis response, etc. These are simply a few basic takeaways through the Domino’s case. Since this story consistently play out, I’m certain that there will be more lessons we all will reap the benefits of.