Could Dominos have handled the YouTube disaster any better?
“It sickens me..” spits Patrick Doyle, US CEO of the Dominos Pizza franchise speaking of the YouTube video showing two employees farting and snotting on unsuspecting customers’ food.
Join the club, Patrick.
There’s real anger in Doyle’s video – currently standing at 329,000 views. How many the original video got is uncertain since it is no longer available. I can’t help imagining the scale of the legal machinations at work behind the scenes from over the last few days of this uniquely modern PR terror strike.
What’s clear is that the situation forced Dominos Pizza to enter the world of social media -ready or not. In a few short days it has endured a baptism of fire and emerged on the other side, breathless but alive. Doyle’s YouTube delivery was endearingly wooden but the outrage was real.
The incident seems to have – in true internet style – polarised opinion. Judging by the comments on Doyle’s YouTube page this incident rallies the faithful and revolts the rest.
Could Dominos have responded any better? Probably not. Could they have monitored better? Possibly.
The Great Dominos Pizza YouTube Disaster of 2009 is a clear demonstration of the power of social media and the importance of the three key elements of online reputation management: monitoring, evaluation and response.