Posts Tagged ‘social media’
After Dominos employees made a video of them tampering with food, it was posted on YouTube. Before the video was removed, it had received almost one million views.
Although the employees claim none of the food they tampered with was served, the video and media coverage caused damage to the company. The president of the company posted a YouTube response:
In the video, he reassures customers and tells people exactly what is being done to make things better. There also is a very active Twitter account, linked to the YouTube page of the video, which was used to respond to customer’s concerns.
Due to social media, corporate responses need to be immediate. According to AdAge, it took the company about 48 hours to be fully responsive. The company’s first strategy seemed to be “wait and see,” with hopes it would blow over.
According to the Wall Street Journal, the president of Levick Strategic Communications, Richard Levick, “gives an F to Domino’s response for the first 24 hours, but an A for everything after.”
In AdAge, Levick suggested companies do several things to prepare for a crisis; (1) Identify who you need during a crisis, from PR to HR, (2) Be prepated for worst-case scenarios, (3) Own SEO keywords you may need in a crisis, (4) Be connected online, (5) Respond as soon as possible.
I’m not sure if it was a strategic move or not, but I’ve realized a lot of the negative coverage has been replaced with news releases and stories about Domino’s new pasta bowls. But, Time suggested they take a “commercial break” to let things cool down.
What I think
The biggest mistake Domino’s made was that they waited to respond. I also wonder if they had a crisis plan in place for a situation such as this. Food tampering is a common enough occurence, but it seems that many companies still have not grasped how much social media can affect a crisis situation.
I think the YouTube video response was a good idea. Many people still searched for the video and this was at the top of the results. Having the president of the company respond and tell exactly what the company was doing also was effective.
I agree with Todd Defren that having a social media presence before the crisis would have bought the company more credibility and time. Domino’s started a Twitter account after the video had been aired. Had a Twitter account already been set up, they probably would have been alerted to the video much more quickly and already had followers to respond to.
Domino’s has probably realized that they need to monitor the Web much more closely. It’s actually very simple. I have a Google Alert for my name that is delivered to my Reader daily.
- Domino’s employees arrested after video shows shocking food preparation
- Domino’s YouTube Crisis: 5 Ways to Fight Back
- Brands Under Attack: Marketers can learn from Domino’s video disaster
- Domino’s response offers lessons in crisis management
- What Domino’s did right — and wrong — in a squelching hubbub over YouTube video
- Domino’s nightmare holds lessons for marketers
- Terrorized into excellence
Crisis in the News
Facebook status gets public school employee fired
What’s in the news
What you say isn’t as private as it used to be, especially with the use of social media.
In December, Morgan Wyhowski updated her Facebook status to say: “Morgan wants to kill her ninth grade flute player who stole the school’s $900 dollar piccolo, and is denying it.”
Wyhowski, the band director for grades six through 12, resigned from Bangor Public Schools after being placed on administrative leave. Criminal charges are not being pursued.
The police chief said it was not an actual threat.
See the entire story here: Bangor band director resigns after posting message on Facebook page she wanted to ‘kill’ student
Crisis communication perspective
Wyhowski, who is 23 according to Wood TV 8, resigned from Bangor Public Schools. This was probably best route for both her and the schools because:
- It stopped the situation from becoming a crisis
- It avoided them having to terminate a teacher
- She will likely be able to find another job
- The crisis will likely evaporate because parents won’t be arguing that the teacher should leave
Millenials, like Wyhowski, use social media to communicate with friends. I’m sure Wyhowski did not expect that anyone, other than friends, would see her post. For this generation, posting a Facebook status in an everyday activity.
Unfortunately, school employees getting fired due to their Facebook postings isn’t unusual. One teacher faced termination after posting “teaching in the most ghetto school in Charlotte.” The Washington Post reported on several teachers who had derogatory and inappropriate things posted on the MySpace, Facebook and YouTube accounts.
The best route for schools and other employers to go in the future is the provide warnings to all employees about what is and isn’t appropriate. It might also be suggested that employees place all of their social networks to a private setting if they might post something inappropriate.
Perhaps there should be a “social media” section in the employee handbook. Some argue that workplace life and social life are two separate places, but even outside of work an employee is a representative of their employer.