The Topping on the Crust

I think that Domino's responded quicy and appropriately to the YouTube incident but did not anticipate the surrounding PR shockwaves that would occur as a result. Domino's was right in engaging the blog one on one but it should have utized social media as a response to the blog as well rather than forgoing it entirely. Social media has become the vehicle that gets unreported news and people often look to it more frequently than actual news. I think that the long-term effects of the incident will not be so long term. Social media has a tendency to forget quickly and people will for the next Internet oddity. I think that it would be extremely wise for Domino's not to underestimate the power of social networking in the future and not to underestimate the levels of damage that something as small as a YouTube video can incur on an entire franchise.