Managing Crisis on Social Media Essay

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Domino's Pizza Crisis And The Response

With the growth of the social media, many organizations have found themselves on the receiving end from careless social media users and even some accurate documentation of faults within the organization have as well found way into the social media world. Domino's Pizza was a victim of brand attack in April 2009 when two employees of one of their North Carolina stores made a video of themselves doing despicable and unhygienic things with the food to be delivered to clients as seen on the video still found on youtube (Householdhacker, 2009). The video went viral on the internet and the criticism started coming in fast. The Domino manage had to do something about the entire saga in order to retain their market share and also to recapture the customer confidence by depicting this as an isolated incident. Domino's effectively managed to put this crisis under control by;

Quickly launching their social media accounts to counter the fast spreading negative publicity allowing the objective information to flow to the public.

Leveraging their loyal customers to help in spreading the positive publicity they needed to overcome the negative and discouraging comments that were flowing in quick and thick.

President Doyle personally delivered a corrective statement through a video posted on youtube, the same platform that was used by the negative publicity video to help those who visit youtube to find the true statement therein (Gregory S, 2009).

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By quickly opening a twitter handle, which they did not have initially, Domino's was able to release the objective information to their customers on their recognition of the video and the steps they were taking to handle the crisis (Frampton F., 2015). Through the account, they assured the general public and the customers in particular that this crisis was an isolated incident in only one store and that measures were being taken to find the facts behind the incident and sanitize the situation and take corrective measures. They also used the twitter account to handle any arising customer complains during this period of crisis. With this step taken, the customers had the reassurance that the company recognized not only the crisis generated by the video, but also their complaints in line with the mishandling of food by their employees. It brought confidence among the customers back since they felt that their personal complains were being looked into and responded to. This was one of the simplest yet effective ways of….....

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