Part 1: Two employees from Domino’s goof – BIG TIME – on YouTube.

Part 2: The videos spread all over the net, faster than anyone can imagine.

Part 3: The online world is abuzz with opinions on how Domino’s will/ should/ can/ may handle the PR crisis.

Part 4: At least 2 sources (CNET and Neville Hobson), while expressing happiness over Domino’s response, admonish Domino’s President Patrick Doyle for not looking into the camera!

Now, let’s step back and evaluate the scene.

  1. They had a crisis within the social media universe and addressing it right there is a good move.
  2. The argument is mighty sane, so they’ve done the homework on the messages.
  3. The newly formed Twitter profile is also being managed pretty well – lot of genuine conversations out there.

But, does the President need to answer this? Yes, it is now a h-u-g-e crisis, but why can’t Domino’s get someone more appropriate to answer the social media universe?

How about Domino’s (or is it Dominos’ ?) employees? Two rogue employees goofed…how about getting at least 20 employees to say how they do it right?

Wouldn’t that be more appropriate than a panicky reaction like getting the President to apologize? After all, this act is a rude and silly exception, right? Who better to explain that exception, than existing employees who work diligently, day in and day out?

This instance is perhaps the best showcase to ensure that social media engagement should permeate throughout the organization and not in select pockets like PR/ corporate communications/ customer support. 

As I always say – social media engagement is not rocket science. Its as simple as an organization coming down to talk like a friend, with a customer. And, an organization is not a few people – its everyone working there!