Many of you are probably aware of how some Dominos employees made some videos, which then went viral on YouTube and sparked an outcry. ReadWriteWeb has the full story. You can see the videos here. Here’s one of the representative efforts:
What’s interesting to me is that this captures the challenge of corporate PR in an era of social media. The USAToday piece on the subject offers some recommended guidelines about how to handle such a situation as well as how to minimize the risk of having something like this happen.
However, in my mind, it’s not simply a question of guidelines and damage control; it’s about rethinking how you do business in an entirely new era.
If your brand is already on shaky ground something like this can bring it down. Whereas, if it’s otherwise strong, an incident like this will likely constitute a blip that can be addressed with prompt action.