Domino's Discovers Social Media
Domino's Pizza learned a hard lesson. There is a big difference between how the emerging social media are used for marketing and how they work in a serious crisis situation. Other companies would be wise to pay attention.
If there were any question that damaging blog posts, tweets, and viral videos have changed the ground rules and raised the stakes for crisis communication and brand protection, those doubts were laid to rest forever the instant a prank video depicting two Domino's employees defacing pizza and sandwiches was uploaded to YouTube. Corporate America was put on notice.
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