Domino’s effect: The anatomy of a social media disaster

PR and marketing professionals saw this coming a mile away. The YouTube video of two Domino’s employees doing awful things to customers’ food reached one million views yesterday. Countless major news outlets have covered the incident, including the New York Times, USA Today and Fox News. Meanwhile, Domino’s knew about the video for nearly 48-hours before it launched a PR blitz. On Wednesday, the company started a Twitter account, dedicated a portion of its Web site to “customer ca…

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