A mindless stunt by two Domino's Pizza employees, now former employees, has taught the pizza maker the power of social media. The former employees posted a video on YouTube of themselves putting sandwich cheese up a nostril, spreading nasal mucus on a sandwich about to be delivered and various other disgusting acts. The video and its lightning-fast proliferation across the Web, fueled by sites social networking sites like Twitter, created a public relations nightmare that Dominos is still experiencing.
The company took smart steps in issuing a video response and setting up an account on Twitter to monitor the discussion and perform damage control. However, the damage has been done and confidence in Domino's has likely been shaken for many of their loyal, up-to-now happy customers.
The Web now allows one person's actions to be instantly broadcast to millions of people. That can be extremely exciting and extremely powerful for business and organizations. But for Domino's and other companies with similar employee-related issues, it can be extremely frightening and embarrassing, ultimately impacting the bottom line.
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