As we all know, YouTube is a website where users can post, watch and share videos from around the world. What happens when technology and access to social media is put into the wrong hands? In the case of the Dominos pizza scandal, two immature employees decided to test their luck with their personal take […]
As we all know, YouTube is a website where users can post, watch and share videos from around the world. What happens when technology and access to social media is put into the wrong hands? In the case of the Dominos pizza scandal, two immature employees decided to test their luck with their personal take on a funny YouTube video. What started as a “prank” turned into a catastrophic social media blunder. The two employees decided to video tape themselves in the kitchen, with cheese up their noses and putting mucus on the food and other disgusting acts. The video was then posted to YouTube, and went viral before being removed by Dominos. This incident not only created a huge scandal on YouTube, but other forms of social media as well. The popularity created an uproar on Twitter, Facebook and even a top hit on Google.
Although the gravity of this situation was extreme, Dominos handled the crisis in a very timely fashion. Their crisis management team not only had the video removed within 48 hours, but also fired the involved employees, pressed criminal charges and released an apologetic statement to the public. The CEO of Dominos took to Twitter and YouTube and posted on the company’s account, answering any questions or comments from customers.
Dominos handled this blunder with efficiency and professionalism. But was it enough? The repercussions of the video resulted in customers boycotting the food chain and being weary of health codes the company follows. The company assured customers that it was an isolated incident, and is not an accurate depiction of the company’s health codes.
After such a detrimental accident, how does a company recover from such bad representation? Dominos was quick to launch a number of promotional campaigns in order to counter the bad press.
Could this have been prevented? I’m sure the owner of that particular Dominos kicks himself everyday for hiring the two employees who deemed it necessary to film that video. In the reality of the situation, nothing could really have been done to prevent such a matter. Young people, video phones, and social media could be a recipe for disaster in any company, it’s a situational circumstance.
Will people ever forget about the “Domi-nose” mis-hap? My guess is that yes, this will be forgotten quickly, if it hasn’t been already. The matter will always be documented in history as a “social media blunder”, but the aftermath will without a doubt fade in time.
Pizza anyone?
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