Chapter 9

Questions to Consider

1. Many people question the value of Twitter’s goal of helping people stay connected in real time. Do the events in Iran illustrate the potential value to society of social networking tools such as Twitter? Are there other ways that Twitter and other social networks could be used by people and organizations to add real value?

I’ve described before how the social era has changed consumers expectations about how brands interact with them. Consumers want to see and hear the company’s responses from trustworthy employees. Crises like this are no different. In fact, it matters even more. Of course the corporate communications group will be involved in responding (and they should be), but what about the affected store manager? the individual franchise owner? the other employees that work there? Dominos is missing the opportunity to make consumers BELIEVE their side of the story because it isn’t human enough. The work that Scott Monty did last last year during the Ford Ranger Station controversy is a prime example. If consumers were to hear the message from some of the others Dominos employees I mentioned above, it could can help make a real connection, resonates, and build trust. So make it personal. Make it believable. Make it REAL.

Reference/Source:http://www.kenburbary.com/2009/04/dominos-learning-painful-lessons-about-the-social-era/

2. How trustworthy is the information one gleans from social networks such as Twitter?

Everyone sees your status, privacy and even your commitment to life, from that you’ve been open to public that’s why a lot find issues and made it worst that cause fights, finds haters and bullies.

Twitter is owned by the company called Obvious. They don't have many products, just Twitter. They operate a blog. It was opened publicly in July 2006 and it’s their only international product currently.

Reference/Source: http://www.weegy.com/?ConversationId=50B5E276

Social Networking Disasters for Dominos

Questions to Consider

1. Some observers believe that if an organization does not respond to an attack on its brand within the first 24 hours, then the damage has been done—lack of management response is judged as an admission of guilt. Others feel that some time is required to gather facts and figure out what happened before responding. With the advantage of 20/20 hindsight, how might Domino’s have reacted more effectively?

I think they seems to be more defensives from what their staff/employee done to the food, they should discipline their crews that they will have a neat looks and service to the public to avoid these kinds of situations.

2. Do you find it unusual that Domino’s response was primarily through the online media rather than the usual printed press releases? Does this seem an effective and appropriate way to respond under these circumstances? Why or why not? Does Domino’s use of the online media set a precedent for others to follow in the future?

There is no illegal step that the Domino’s Pizza done on the media sites, but from what they did, they sees by the viewers that they too expose from their actions. It is right for them to seek the legal counsel to see what kind of action they can take against them for damaging the brand, somehow they too much react on the situation that others sees them. And for my side, it would be better if the company leave a private chat or message to the owner of the site to avoid public critics.

3. Identify three lessons that other companies could learn from Domino’s experience.

Hopefully they learn how important it is to have an ongoing social monitoring program in place. Consumers expect them to do so. And the benefits of doing so, could have prevented some of the damage, and allowed them to respond individually to consumers who were talking. Pay attention to online conversation. It matters more than you think.

Digital Marketers and Social Media professionals often talk about the importance of listening aka online brand monitoring. Think of it as your brand radar or reputation protection. Had Dominos been engaged in doing so, they mostly likely would have learned about this event sooner, and been in a better position to deal with it.

Reference/Source:http://www.kenburbary.com/2009/04/dominos-learning-painful-lessons-about-the-social-era/