About the Issue:
Domino’s Pizza was involved in a viral video when two of its workers posted recordings of damaging food on YouTube back in April 2009. Tim McIntyre, Vice president of Communications, was a formed a group that conveyed the organization’s emergency correspondence plan through Twitter and YouTube (Young & Flowers, 2012). How organizations speak with customers amid an issue like this is challenging in the age of social media. In an event like this occurring online domain, there’s a section of the people that expect organizations to fix these issues in real time on social media by depicting what the company is doing as it is doing (Jacques, 2009).
Amid the initial 24 hours, Vice President of Corporate Correspondences, reviewed the circumstance and discovered that the recordings were not a fraud. He then started communication with internal teams and started working on communication plan via social media as Domino’s didn’t had Twitter or Facebook at that time and they had to jump on to social media during this crisis. Dominos uploaded a YouTube video communicating their profound regret about the episode after two days. Moreover, Domino’s reacted to people in general and encouraged shared a sorry sentiment video by opening their first Twitter account (Kim, et.al., 2015).
What Dominos Should’ve done:
To be an effective and respected organization, firms ought to study and understand the online networking like Twitter, Facebook as we are living in social media world today (Gomez et.al., 2015). While Dominos responded late and responded when a website contacted, this clearly shows that their crisis management is flawed. A company as big as Dominos and huge customer base should have internet surveillance to avoid PR disasters also it should’ve trained all their staff on use of social media at workplace and putting restrictions on sharing company related digital content like vide, pictures etc. while at workplace or while working for Dominos.
Dominos should have stick to proactive strategy instead of reactive strategy during this crisis as delayed response has created more damage. Not all issues are same, but they should’ve prepared for different scenarios. The following steps are good suggestions during crisis management:
• First acknowledgment is very important.
• Use internet (social media) to solve social media created crisis.
• Presence on all major social media platforms like Facebook, Twitter, WhatsApp etc. is advantageous.
• Prompt apology
• Creation of a crisis information update page like twitter feed, banner text on home page etc. providing details of the issue and steps taken to resolve them.
Companies are expected to fabricate people relationship before an emergency hits. we should coordinate social media as a component of medium in an organization’s communication correspondence. “Such efforts won’t look like an emergency correspondence; rather it would simply look like a communication that happened to be amid a crisis.” (Husaina et.al., 2014). As social media is all about network and connections, the most ideal approach to foresee social media created crisis is to connect with social media.
It is very important for corporates to keep up with technology and use it for transparency, if any wrong doing happens then they need to promptly analyze and respond to avoid further damage.
About the Issue: