In a five year period Domino’s Pizza spent over $1.5 BILLION (US) in advertising in the United States alone. So how can a company that spends so much be at the mercy of a $200 camera with video recording capabilities and the free website YouTube?
Below: $200 can harm a billion dollar investment.
The world is flat, the control brands exhorted over the general public have all but diminished in just a few short years. The rules have changed, and it’s time that corporations change their ways. The tipping point is for companies of the scale of Domino’s to deploy a Social Marketing team to monitor, and defend the brand in cyberspace. For the cost of a few people working at $80k a year is a small price to pay to protect the investment in the the billion plus dollars spend in other channels.
I’ve over the past while become the biggest proponent of Reputation Management. Which is essential for any brand of substance.
So what is Reputation Management? It’s ongoing (near real-time) monitoring of what’s being said about your brand and what people are posting. The internal team of Social Marketers can defend the brand by utilizing tools appropriate for each situation. Could be as simple as providing a comment reply to correct the falsehood, to more escalated scenarios involving contacting ISP owners, or even involving corporate lawyers. But if you don’t have anyone monitoring what’s being said? How do you expect to quickly invoke damage control measures?
When you spend billions building your brand, the least you can do is put some levels of protection.
So companies spends millions in advertising and building up their brands yet spend nothing on protecting their brand online.
Another Example of why you need to know what’s being posted about your brand:
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