Name: Sudhansu Panigrahi

Roll no: DM23244

IMC Section 2

Dominos PR social media

1) Outline the response strategy to be adopted by dominos, across various media,

with rationale.
Before Domino's Pizza established a good social media presence in 2009, two
of their employees in their Conover, North Carolina, restaurant posted a video
showing themselves doing terrible things to a sandwich before it was sent out on
delivery, which caused the video to go viral.
As you can expect, the video went viral right away, plunging Domino’s Pizza into a
severe social media problem they could never have predicted.

 The first thing Domino's should do

is find that specific outlet, those
two employees, and the clients
who received their orders on that
specific day. Then, it should
terminate those two staff
members and everyone else
involved and file a complaint
against those two at the
neighborhood police station.
 Higher-ups at Dominos should
post a video explaining how embarrassing that incident was and how
inaccurately it represents Dominos to the general population. They should also
detail all the precautions they took to prevent similar issues in the future.
 Since most people were discussing the situation on Twitter alone, they ought to
provide an official statement there.
 They shouldn't have a news conference because it could endanger them more
more since people who were unaware of the incident would learn about it
through the press conference and would then look up the footage on YouTube.
 They may share the inside of a Domino's outlet and how clean they maintain
things while serving their customers in a YouTube video.
 They can also upload videos of other Domino's employees discussing the issue
and discussing how Domino's adheres to all safety and hygienic regulations when
serving customers. They can publish print media that can be pasted Infront of
every dominos outlet which will assure their customers.
  They might upload a video with the same name as the hoax video in which their
CEO or president is interviewed while eating Domino pizza and discussing the
creation of a pizza. It will enable them to win again the trust of the client.
Additionally, the interview video will appear on the page when the title of the
video is typed into YouTube, causing viewers to watch it rather than the prank
video.
Here are the points I found out necessary for brands like Dominos to follow in this
situational crisis.
Develop a loyal following before a crisis strikes
Always release a first response
Leverage the powerful help of your still-loyal customers
Release an official statement

2) Explain the measurement metrics for evaluating each medium.

 They ought to evaluate the supportive remarks left on their tweet and seek for
remarks that suggest Dominos will return and how admirable it was of Dominos
to show there and apologies. They can create another YouTube video using
screenshots of those comments, which will help them win the trust of other
viewers as well.
 They should frequently monitor the views of the videos they've published as well
as the comments on those videos to get a sense of how people are responding to
their point of view.
 They can determine their next course of action by looking up popular hashtags
and analyzing conversations that are currently trending on Twitter and YouTube.