Domino's Brand Under Attack
In the age of YouTube, Facebook and Twitter, it doesn't take much to damage a corporate brand these days. At a small Domino's franchise in North Carolina, two employees posted a prank video of some unsanitary and downright gross food preparation techniques. Within several days, the video had amassed more than a million views on YouTube. The company's brand was officially under attack.
Making matters worse was their slow reponse. Domino's responded about 48 hours after the original video post -- a lifetime in today's news cycles. Company president Patrick Doyle said, "It sickens me to think that two individuals can impact our great system, where 125,000 men and women work for local business owners." Welcome to the YouTube generation, Mr. Doyle. This incident underscores every company's need for a crisis management strategy that takes social media into account.
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