Brands like Domino’s have made it clear that monitoring your social media reputation is an important task.  Social media is the new 24/7 news circuit and anything can happened and be said on these sites that can ruin a brand’s reputation.  We all know how a positive reputation is hard to retain once a negative situation arises.

Domino’s Pizza is the classic case study on how social media monitoring is essential:

A video was uploaded to Youtube in April 2009 of Domino’s employee in Conover, N.C., is seen assembling sandwiches, spraying snot on them, sticking cheese up his nose before placing it on a piece of bread and passing gas on a slice of salami.  In a matter of days, the clip went viral on Twitter and other social media sites that lead it to be viewed more than a million times.

The company did not publicly respond to the video immediately, hoping attention would subside. But when it became clear by mid-week that the controversy was only escalating, Domino’s executives acted. The company posted an apology on its website and asked employees with Twitter accounts to tweet a link to it. The company also created its own Twitter account, @dpzinfo, to reassure consumers that this was an isolated incident. And Domino’s U.S.A. president, Patrick Doyle, issued an apology on YouTube.

Social media is a great way to respond to crisis that happen because most people receive their news on the Internet.  Chris Brown used social media to respond to his fans when he issued a Youtube apology after his attack on his ex-girlfriend Rihanna.  The downfall to it is that the apology will always be on the Internet as a reminder of the crisis.

Once уου ѕtаrt discovering tweets, posts, status updates аnԁ comments асrοѕѕ thе social web, уου mυѕt now determine hοw tο deal wіth аƖƖ thіѕ data аѕ іt affects уουr online reputation.  Social Media B2B suggests you take a triage approach by first identifying thе negative comments аnԁ handling thеm immediately.  Secondly, identify thе positive comments thаt need tο bе responded tο.  Lastly, identify comments thаt ԁο nοt need a response, bυt аrе јυѕt раrt οf thе general conversation around уουr industry.

A brand has to be quick and responding to negative news on social media before.   Brands can hire specialized digital and public relations firms to monitor its social media, but there are many tools that can be used. Marketing Pilgrim has a list of 26 Free Online Reputation Tools. has a list of 9 Professional Social Media Monitoring Tools that companies like Microsoft, Oglivy and Pepsi pay to use to help monitor their reputation.

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