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 a pretty sight.
However, Dominos hours gross-out and probably several felony charges for that employees within the video aren’t the one thing at stake here. Also on the line is a brand, Domino’s, which to date has enjoyed an excellent reputation among consumers. Not a day goes by i don’t view a Domino’s commercial on television or a Domino’s delivery car rolling though my neighborhood.
Overall, I’ve been impressed 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 announcements, fielding interview requests, posting video responses on YouTube, and establishing a free account on Twitter that speaks right to this crisis (among other things). I do believe this response and the incident generally has inside it several worthwhile examples that small, and mid-sized businesses can gain knowledge from while we all get accustomed to navigating the industry of social networking. Here are a few thoughts:
* Recognize the effectiveness of social media marketing : The Groundswell is real. Numerous thousands of people across the globe are involved in social networking every second of the day, and also this interaction will only continue. It’s essential that everyone recognize the strength of social networking, and those who get involved in it. After all, it absolutely was the internet community that brought the Domino’s employee video for the forefront. And, in the event you aren’t already engaged in social media marketing somehow, now may well be a good time to jump in.
* Monitor the web : Have you any idea your Webutation? If not, now’s enough time to learn. Monitor what’s being said about both you and your brand within the social media marketing realm through vehicles like Twitter, YouTube, Flickr, and web-based generally. The good thing about online monitoring is you don’t require a large budget to begin your monitoring efforts. Start off using free tools like Google or Yahoo! alerts and checking vehicles like search.twitter.com for key words connected to you and your company.
* Be Responsive : Should you do find inaccuracies about Dominos deals, swiftly respond using the appropriate channels. Like Domino’s, your response mechanisms may range from media and publicity, to posting on social networking sites, to making use of your website, or employing an integrated strategy. Your response mechanisms will be based on the harshness of the problem. All-in-all, it’s best to get a grasp on the situation before it spreads like wildfire.
* Education is vital : Should you haven’t already done so, put money into social media education for you and the employees. In today’s environment, even having basic expertise in this new landscape can 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 couple of books on the subject. Additionally, it might be helpful to establish social media marketing procedures to your organization that speak to just how the medium will likely be used, employee participation, crisis response, etc. These are simply a couple of basic takeaways through the Domino’s case. Since this story continues to play out, I’m certain that you will see more lessons we all can benefit from.