Like the majority of the over fifty percent-million those who have viewed the Domino’s Pizza video that’s been circulating the web, 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 was not quite a sight.
However, Dominos hours gross-out and probably a few felony charges for that employees inside 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 just a day goes by that I don’t view a Domino’s commercial on TV or even 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 day or two wrestling their brand from destruction by issuing stern statements and pr releases, fielding interview requests, posting video responses on YouTube, and establishing an account on Twitter that speaks directly to this crisis (amongst other things). I do believe this response as well as the incident generally speaking has in it several worthwhile examples that small, and mid-sized businesses can learn from while we all get used to navigating the world of social media marketing. Here are some thoughts:
* Recognize the strength of social networking : The Groundswell is real. Numerous millions of people across the globe are engaged in social networking every second throughout the day, and also this interaction is only going to continue. It’s important that everyone recognize the effectiveness of social networking, and the people who take part in it. In the end, it absolutely was the internet community that brought the Domino’s employee video towards the forefront. And, in the event you aren’t already involved in social media in some way, now might be a good time to jump in.
* Monitor the net : Do you know your Webutation? Otherwise, now’s enough time to discover. Monitor what’s being said about you and your brand in the social media realm through vehicles like Twitter, YouTube, Flickr, and web-based generally. The good thing about online monitoring is that you don’t require a large budget to begin your monitoring efforts. Get started using free tools like Google or Yahoo! alerts and checking vehicles like search.twitter.com for key phrases linked to you or your company.
* Be Responsive : If you do find inaccuracies about Domino, swiftly respond using the appropriate channels. Like Domino’s, your response mechanisms may range from media and pr, to posting on social media marketing sites, to using your website, or using an integrated strategy. Your response mechanisms will be based on the seriousness of the issue. All-in-all, it’s best to obtain a grasp on the situation before it spreads like wildfire.
* Education is key : Should you haven’t already done so, put money into social media education for you and your employees. In today’s environment, even having basic knowledge of this new landscape may be helpful to rtjnfn organization’s growth and vitality. In the event you don’t use a budget to confer with the expert, follow blogs on the subject, find online presentations/websites/articles, or travel to your local library and look for a few books on the subject. Additionally, it could be good for establish social media procedures for your organization that speak with the way the medium will be used, employee participation, crisis response, etc. These are merely a few basic takeaways from the Domino’s case. Since this story will continue to play out, I’m certain there will be more lessons that we all can and will reap the benefits of.