Social Media Superheros and the Domino’s Debacle


Just a quick thought and a few questions today:

When the whole Domino’s issue went abuzz in SM land, all I could really think was “Don’t they have more important things to worry about? Like learning how to make a pizza that doesn’t taste like cardboard?” (I don’t know. I’m a native New Yorker, so good pizza’s in my blood – maybe I expect too much.)

Seriously though, in the grand scheme of things what really caused the supposed PR nightmare? The vid itself, or the social mediaphiles going on about it endlessly because of the type of tool being used? Are the people hoping to come to the rescue with their PR “fixes” doing the most harm to begin with? Did they blow something out of proportion just because, well, they could? Do the top dogs in social media and PR have any responsibility here? Should they allow themselves to be sucked into conversations because they’re there, or should they recognize bait and leave it to the little fish to bite? What was their role in creating the mess, and was it really that much of a “mess” to begin with? (Now go spend a few weeks working in a kitchen, and answer that again.)

For Further Enlightenment


  • Whitney Babcock says:

    Is it really a big deal with what happened with Domino’s and the social media disaster? Yes! I think it was a disaster for the company. I am college student. A way for us to procrastinate is to get on YouTube and other social media type Web sites and watch videos. When one video becomes super popular like the Domino’s video did, college kids will tell more and more of their friends to watch the video. This video reached millions of viewers and a lot of these viewers were college students, who are often consumers of Domino’s pizza. After watching the video, I know I will be very careful in ever eating Domino’s again. I know this is goes for other people as well. Social Media is part of the everyday world now, and it can truly make or break a company. I believe this was a disaster for the Domino’s company, and they will have to work to get back in good graces with the pizza consumers.

    • That wasn’t the question. The question was about whether or not the PR and social media crowds caused much of that problem versus what the video did on its own. The fact that this YouTube video prank was yapped about in the PR community on par with real disasters (where, you know, people could have died was just pathetic. Maybe I’m giving them too much credit, but college kids weren’t stupid enough when I was in school to assume the idiocy of one employee in one store meant anything about a chain as a whole – especially when it came to their pizza. Reality check time has passed.

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