One of the most memorable reactions to a crisis communications situation I recall is when Domino’s Pizza faced the wrath of an enraged populace who were responding to a video posted by employees in one of their stores doing all sorts of disgusting things to food being prepared for consumption.
The video went viral on YouTube and the damage started to take hold. Domino’s responded with their own video of Partick Doyle, President of Domino’s at the time condemning the actions of the North Carolina pair and assuring the public of the importance that Domino’s place s on food safety.
What Domino’s did was take the response where the action was occurring. It was a great move on their part.
On the flip side of this, I came across a post about Facebook and how it was cleaning up some of the problems that have been reported with fake likes on advertising issues. Like most blog posts, the one I was reading (listening to) provided the opportunity to share the information into multiple social streams. Here is what caught my eye about it…
Where are you sharing?
The blog post was clearly about Facebook but only one share had been done into the Facebook stream. 56 into Twitter, 2 into LinkedIn but only 1 into Facebook.
Granted, most people who are using one platform are using multiple platforms, so to some, a share is a share. But, when I shared this to Facebook, it was because it was a Facebook related post.
Posting on multiple platforms is great provided you are doing it the right way but knowing where to put the information and when can be vital.
If you see a crisis arising on Facebook, take it head on in the Facebook platform. You may talk about it on Twitter or YouTube after or direct people there, but be where the problems are. Or in the case above, know where to share the information.
Another great example of this is a recent FB scam involving tagged photos that has been making its rounds. Since the target of the attack is Facebook, it would only make sense to let people know on Facebook. Tweet about it sure, but since the problem is within Facebook… share it there first!
Thoughts, agree, disagree? Let me know!
