In April 2009, two Domino’s employees recorded a video of themselves performing absurd and disgusting things while at work. The video of the two employees blowing snot on a pizza and sticking cheese up their nose went viral, being viewed by millions of people.
Domino’s was faced with a daunting task. How was the company going to respond to this repulsive video?
Domino’s will forever be critizied for its next move. The company waited 48 hours before posting a video on Youtube of it’s president explaining Domino’s next steps. Social media is an on-demand, fast paced environment. Waiting 48 hours to post a response was like waiting two months (in Web 2.0).
When thinking about crisis preparedness it is important for companies to consider social media elements. Billions of online conversations happen everyday on blogs, twitter, facebook and forums. If Domino’s had been more proactive in its social media initiatives– they may be getting praise instead of criticism.
See the response video below:
To listen in on the conversations Domino’s has today, follow them on twitter!
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