CHAPTER 11Reputation Management: Strategy & Collaboration
The opportunities and freedom of the Internet is wonderful. But it also comes with the risk of anyone with a camera and an Internet link to cause a lot of damage, as in this case, where a couple of individuals suddenly overshadow the hard work performed by the 125,000 men and women working for Domino’s across the nation and in 60 countries around the world.
—Tim McIntyre, Vice President of Communications at Domino’s Pizza
Social media is an ever-increasing force in marketing, whether companies like it or not. The rapid spread of damaging mentions about a company’s product, services, or practices in social media is a viral phenomenon. The opposite of word-of-mouth marketing, where people ...
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