Like the majority of the more than half-million people 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 wasn’t quite a sight.
However, Dominos prices gross-out and possibly several felony charges for the employees within the video aren’t the one thing at stake here. Also on the line is a brand, Domino’s, which thus far has enjoyed an excellent reputation among consumers. Not just a day goes by that I don’t visit a Domino’s commercial on television 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 on YouTube, and establishing an account on Twitter that speaks directly to this crisis (among other things). I think this response and the incident generally has within it several worthwhile examples that small and mid-sized businesses can study from while we all get used to navigating the industry of social media marketing. Here are a few thoughts:
* Recognize the strength of social networking : The Groundswell is real. Countless millions of people throughout the world are involved in social media marketing every second throughout the day, and this interaction is only going to continue. It’s important that everyone recognize the strength of social networking, and those who take part in it. All things considered, it had been the web community that brought the Domino’s employee video for the forefront. And, should you aren’t already involved in social media marketing in some manner, now might be a good time for you to jump in.
* Monitor the net : Do you know your Webutation? Or even, now’s enough time to discover. Monitor what’s being said about you and the brand in the social media marketing realm through vehicles like Twitter, YouTube, Flickr, and internet based in general. The great thing about online monitoring is you don’t need to have a large budget to begin with your monitoring efforts. Get started using free tools like Google or Yahoo! alerts and checking vehicles like search.twitter.com for key words linked to you or your company.
* Be Responsive : Should you do find inaccuracies about Dominos restaurant, swiftly respond utilizing 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 utilizing an integrated strategy. Your response mechanisms will depend on the harshness of the matter. All-in-all, it’s best to obtain a grasp on the situation before it spreads like wildfire.
* Education is vital : If you haven’t already done so, invest in social media education for you and your employees. In today’s environment, even having basic expertise in this new landscape could be good for 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 may be good for establish social media marketing procedures to your organization that speak with how the medium will be used, employee participation, crisis response, etc. These are just a couple of basic takeaways from the Domino’s case. Since this story consistently play out, I’m certain you will see more lessons that we all can reap the benefits of.