Social Media – Corporate Responses via the same channel
Attending the FST Future of Banking & Financial Services conference in Sydney last week one of the speakers’ examples really hit home with and is something that every business should take note of. The example was provided by Craig Scroggie from Symantec and whilst a lot of the presentation covered the usual scaremongery (albeit true!) from an security solutions provider this one was very different.
Back in April of this year a couple of extremely intelligent (!) Domino’s employees decided that it would be a great idea to film themselves doing filthy things to pizzas before they were sent out to customers and then put the film on YouTube. This is both one of the most powerful, yet scary capabilities that social media channels offer to business and individuals alike – the question is how do companies respond to such an incident when this type of event occurs. The response from Dominos (posted by the President of the company) was posted on YouTube in a bid to communicate to those who may have seen the original video. Here was a great example of a company utilising the channel on which a “message” was posted to respond in kind and whilst it took 3 days for this response to occur (anyone who works for a corporate would understand why!) it was far more effective than the typical approach of issuing a standard press release.
There are a number of further insights into this example http://www.digital-marketing-course.com.au/2sticksDetail.php?Online-PR-Crisis-Example—Dominos-Pizza-31 is one which provides links to the reposted videos.
The question is – how would your company respond to such an incident and would you be able to do this in under 3 days?
