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Leave a Comment 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.
Due to social media, corporate responses need to be immediate. According to AdAgeit took the company about 48 hours to be fully responsive.
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.
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.
I have a Google Alert for my name that is delivered to my Reader daily.To cite this article Young, C. L., & Flowers, A. ().
Fight viral with viral: A case study of Domino’s Pizza’s crisis communication strategies. Case studies offer students the opportunity to explore critical incidents and develop effective strategies for resolution.
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