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 scenes at restaurants had been realized, and it wasn’t a fairly sight.
However, Dominos menu prices gross-out and possibly a couple of felony charges for the employees inside the video aren’t the only 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 which i don’t see a Domino’s commercial on television 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 final couple of days wrestling their brand from destruction by issuing stern statements and press announcements, fielding interview requests, posting video responses on YouTube, and establishing your account on Twitter that speaks right to this crisis (among 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 as we all get accustomed to navigating the industry of social networking. Here are a few thoughts:
* Recognize the strength of social media : The Groundswell is real. Countless millions of people around the world are involved in social media every second during the day, which interaction will only continue. It’s crucial that everyone recognize the power of social networking, and the people who get involved in it. After all, it had been the internet community that brought the Domino’s employee video to the forefront. And, in the event you aren’t already involved in social media marketing in some manner, now might be a good time for you to start.
* Monitor the internet : Are you aware your Webutation? If not, now’s time to learn. Monitor what’s being said about you and your brand in the social media realm through vehicles like Twitter, YouTube, Flickr, and online generally. 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 keywords linked to you or your company.
* Be Responsive : If you do find inaccuracies about Dominos prices, swiftly respond making use of the appropriate channels. Like Domino’s, your response mechanisms can vary from media and pr, to posting on social networking sites, to utilizing your website, or using an integrated strategy. Your response mechanisms will depend on the severity of the matter. 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, spend money on social media education for you and the employees. In today’s environment, even having basic understanding of this new landscape can be good for rtjnfn organization’s growth and vitality. In the event 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 for your local library and look for a few books on the subject. It also might be beneficial to establish social media marketing procedures for the organization that talk to just how the medium will likely be used, employee participation, crisis response, etc. These are just a few basic takeaways from your Domino’s case. Because this story continues to play out, I’m certain there will be more lessons we all can and will take advantage of.