Update: Domino’s Takes Our Advice – Too Late to Fight Social Media Slosh?
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Written By Noah Mallin | April 16, 2009 | Share This
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I expect our payment from Domino’s any day now, though I won’t be so churlish as to hold them to their own 30 minutes-or-less delivery guarantee. However, that pledge of swift action should have rang more true for a company that’s been forced into an embrace of the social media bullhorn and now has to play catch up with a story that’s still moving.
Domino’s did take the advice I gave them two days ago here on SearchViews – they made a YouTube video detailing their response to the two errant employees who posted footage of some naughty sandwich-making at a local Domino’s restaurant. Unfortunately by the time they had all their new social media profiles set up on sites like Twitter and uploaded their video to YouTube, the original story had time to go truly viral.
While two days ago you were lucky to see any mention of the story on page one of Google’s search results pages for “Dominos”, this morning the offending YouTube clip was number 3 – followed closely by news stories that are only likely to accumulate:
This is an effect I call Social Media Slosh,™ when a story ripples out far enough through social media that the reverberations on slower-indexing search engine pages (as opposed to Google News and other aggregators) continues for weeks or even months. If the story is a good one there’s nothing wrong with this from a marketing perspective. If it’s a bad story however, you can spend lots of time trying to create a big enough splash to overtake the old story or just cleaning up all that spilled water.
Domino’s late start and uneven presence in all the social media places that count have cost them valuable time, and it could be for naught if they slack off now rather than pressing their media onslaught. Paid search ads to lead people to the Domino’s response is one thing that’s lacking, and over time SEO can help make sure that searches for stuff like “disgusting Dominos” or “Dominos delivery” come up with company controlled pages – the bad stuff can keep ranking for years down the line.
As for the Domino’s Duo who started this mess – good luck finding new jobs! You might want to skip the food industry. Even then, your past has a way of following you online – whether you are a brand or an individual. You guys may have drenched yourselves in your own social media slosh.
Questions or comments? Feel free to leave them here or check out Reprise Media folks on Twitter.
Topics: Google, Online Video, Reputation Management, SEO, Search: How-To, Search: News, Social Media, Twitter, YouTube |
[…] organic for the most part but the lesson here for marketers is the flipside of what we talked about with social media slosh and the Domino’s Pizza debacle last week. Marketers can take advantage of the growing symbiotic relationship all of these social […]