PR Disaster Forces Dominos To Create Twitter Account

By On 20, Apr, 2009 |  In: Google Analytics, Marketing Strategy, Social Media Marketing |  | 2

Today the question on every companies mind is “Is Social Media Worth It?”. Dominos pizza would tell you “Yes” without hesitation.

Last week a video leaked out of two Domino employees doing revolting things to a pizza. Although claiming to be a hoax, the video got millions of views within minutes as it went viral on twitter and other social sites. The video is currently unavailable due to copyright claims done by one employee, but unfortunately for Dominos pizza the damage was already done. CNN has covered the story as well saying the employees have been sentenced to jail time.

Outraged at the video, people on all social media sites (mostly Twitter) were asking Dominos what was going on and how they would counteract this. Once again, unfortunately, Dominos was not on Twitter to discuss what was going on and how they would make things better. Dominos was doing and saying things but just not covering social media sites.

The President of Dominos pizza in the US did make a you tube video to discuss the measures being taken.

However, Dominos biggest failure in this viral disaster was that it was not on Twitter to pick up what was being said about them. So the lesson of the month is that Social Media is not just about viral marketing but for customer relationship as well. Especially relevant when there is an online crisis!

Realizing this, Dominos has reacted positively and set up a twitter account, which has over 1,000 followers already, and they are communicating about the issue openly. If you notice that their twitter name is dpzinfo it’s because they also failed to secure their company’s name on social media sites (highly recommended) and someone else has squatted on their name.

It seems companies would rather learn the hard way. Social media, although time consuming, can save your company at the end of the day. A good start to recovery by Dominos but they are another example for all companies out there to realize how powerful Social Media is.

View what people are saying now on Twitter about Dominos.

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