Archive for Dominos Pizza

Klout Announces New Scoring Model

In my previous post about having more clout with Klout, I decried the skimpiness of their scoring model. Well, Klout has just announced a new scoring algorithm.

"Klout measures social influence"You can click on the link for more details but here is the paragraph that stood out to me:

More Data, More Often

We have increased the number of social media signals we analyze from less than 100 to more than 400. We have also increased the number of data points we analyze on a daily basis from 1 billion to 12 billion. All of this additional data helps us deliver a more accurate Score for everyone on Klout.

For further analysis of what this means to you, here is commentary from MediaBistro’s All Twitter newsletter and here is Mashable’s take on the new scoring system.

My own Klout score went from 36 to a respectable 51. I’m not sure this is attributable to the new scoring metrics or because I was reconnected to LinkedIn (link had been broken) and my Facebook business page.

Take a look at your Klout score? Did it go up?

Domino’s Pizza — a Classic Failure in Crisis Communications

This morning’s newspapers were filled with stories about two Domino’s Pizza employees videotaping a prank in which they do pretty disgusting things to a pizza they were preparing for delivery.  They put the video up on YouTube and the rest is history.  The viral community swiftly carried the story to a world-wide audience eager to spread the dirty word about Domino’s.  Too late, the company realized that the traditional response — send out a press release and hope for the best wasn’t going to work.   This is the lesson they learned.

The company has since opened an account at Twitter and the comments are beginning to turn positive.  But the damage to the company’s reputation will take a long time to heal.  And the company still isn’t using all the viral tools at its disposal — at the writing of this post, the company had nothing on its corporate website to reassure its customers nor a link to its Twitter account.  This may be a calculated decision, but they need to be in control of the message.  It is naive to think that customers and investors aren’t online getting the most up-to-date commentary on the crisis.  Shouldn’t the company’s official website be carrying the key messages the company wants to communicate?

Did Domino’s have a crisis communications plan in place for this kind of event?  As a company in the food business, didn’t they know that the potential for bad news — food contamination high among them — could turn into a reality they would need to address?

Savvy companies will stay tuned into the viral community 24/7 and be ready to respond at the speed of light — which is the speed at which news about a company circles the universe.