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CRISIS COMMUNICATION STUDY - Coggle Diagram
CRISIS COMMUNICATION STUDY
EVENT: Two Domino´s employees post on youtube 5 videos of themselves defiling sandwich ingredients.
More than 1 million people viewed the video before they were pulled two days later
People were waiting for a quick response from Domino´s
The first message acknowledging the crisis was uploaded onto the corporate website on the day after the offending videos had been posted.
The message hardly yielded any hits. Domino’s did not reach its most popular audience through this social medium.
To reach the general public Domino´s decided to use the same platform where the videos were posted (Youtube)
This strategy was proof that the consumer wants to hear feedback from the same media they got the first information
This case helped design social media crisis response strategy.
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During the first 24 hrs, the vice president of corporate communications determined that the videos were real
They identify the employees
