If any organization had any doubts about the urgent importance of monitoring its brand, 24/7, then the recent Domino's Pizza controversy offers a compelling cautionary tale.
Millions have seen videos of a few since-fired employees as they behave in a disgusting manner as they prepare food. You can link to those videos through a report ("Social media: The cause and the solution to Domino’s nightmare?") at Medill Money Mavens, a site maintained by the Medill School of Journalism graduate level advanced economics and reporting class.Type "Domino's Pizza" into Google and near the top is this video response by Domino's USA President Patrick Doyle.
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