Securing the Clicks Network Security in the Age of Social Media

Case Study: Domino’s Reputation Attack

In April 2009, two Domino’s employees published four short videos to YouTube that showed them mistreating food about to be delivered to customers.¹ Overnight, the videos spread virally through social media channels and the company was thrown into a public relations crisis as widely read blogs like The Consumerist relayed the story, which was quickly picked up by mainstream news media. In one day, the videos had about 1,000,000 hits on YouTube. Domino’s reputation came under the magnifying glass, with people attacking the quality of the company’s food and service. Domino’s had to act quickly to restore consumer confidence and to repair their lost brand equity. According to Domino’s Earnings Call for the Second ...