« 7 Lessons on Contemporary Journalism | Main | Top Ten Reasons Why Your Content Marketing Strategy Fails »

TrackBack

TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d8341c03bb53ef0115702bcc02970b

Listed below are links to weblogs that reference A Monsters, Inc. Move at Domino's:

Comments

Valeria

Heading back into the conversation:)...I think it's important to distinguish between the business and social media issues raised by your post. I agree with Gianandrea in that sometimes social media does seem to be a sort of playground where stupid acts and the people who perform them are hailed in some type of heroic way.

The incident that happened at Domino's is not in any way unique to this brand. Ask anyone who's ever worked in the food industry, and horror stories such as these are unfortunately quite common.

How could Domino's have addressed the issue before it got onto YouTube? Possibly by promoting more effective hiring practices and ensuring closer supervision of employees.

The type of immature behaviour exhibited by these two former employees occurs in all industries - across all levels of an organization. No brand is immune. In this case it was Domino's that was left scrambling for an apology.

Sometimes I feel that social media are seen as a huge playground where you can do wise things or stupid acts without even ask for the consequences.
And maybe there are a big bunch of people looking for fast and sudden fame at no cost, at least for them.

Brands have to work hard to minimize the impact of this impromptu, creating the right halo effect about them through engagement before the event, not later.

@Adam - my observation is that many look at social media is a way to push marketing messages, a new channel. Some are the same who do not get content marketing in the first place. Which is exactly the point you made in your quote. In some organizations the hierarchy is alive and well, everyone is used to either doing things in the fringe/field, or giving up on the assumption that it won't be viewed positively. Those are the cultures where you cannot be yourself as an employee. There's a fear that you'll turn the secrets over... I do wonder if that happens when you treat people like children. Lots to think about, isn't there? Good extension of the conversation. Thank you.

@Karen - sensationalism and gossip make people feel "in" the know, the loop, the cool gang (do we still say cool?). That's why nobody buys the Enquirer, but everyone just happens to glance at it by the supermarket check out counter. We also cannot help but watch a train wreck happen. I agree about the brand not being impacted long term, however I also believe the prank showed an opportunity to do better at inviting customers into your kitchen, so to speak. People also love to watch when something is being prepared or made. Now can we learn to step away from the staged and scripted "how to" shows, and into real life?

The comments to this entry are closed.

Subscribe

Enter your email address:

Delivered by FeedBurner

Advisory Boards


As seen on

Social

Marketing that makes business sense


Conversations


Book Reviews


Comment Policy and Social Guidelines

  • This is my blog and not a public space. Critical discourse is welcomed. However, inappropriate comments will be deleted. See my social guidelines for reference.

Disclaimer

  • The opinions blogged herein represent only those of Valeria Maltoni and do not reflect those of her employer, persons or companies mentioned herein, or anyone else.

© Valeria Maltoni


  • This work is protected by copyright. It may be quoted and excerpted. Beyond a sentence or two, you should ask for permission before publication.

  • Conversation AgentTM

  • © 2006-2014 Valeria Maltoni.