The Domino Effect – Brands in Twitter Storms and Innovative Broadcasters
As a bit of background, on Monday an ill-advised video of Domino’s employees surfaced on YouTube. Since then, almost 700,000 people have watched it and the BBC, Sun, and Sky News have run stories on it.
This is an interesting example of how a brand “crisis” unfolds: A video gets posted and quickly gets a lot of views, blogging and microblogging spread the news and traditional media picks up the story. This is all pretty bad for Domino’s and could spell the end for the chain’s successful recession story.
However, Sky News and it’s approach to this new media landscape deserve some attention. As with recent news about Amazon, a Twitter virus and Susan Boyle, their Twitter correspondent Ruth Barnett has been actively involved in the conversation about Domino’s.
This active role in social media positions Sky News as an innovative broadcaster whilst making them an authoritative “go to” news source when Twitter storms break.
Update (16th April ‘09): A video apology from Patrick Doyle, President of Domino’s USA, was posted to YouTube yesterday:
Also, arrest warrents for the two employees have been issued and Domino’s will also be taking civil legal action against them.
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