Image via CrunchBase

Desde hace poco puede verse un vídeo en YouTube bastante desagradable. Dos empleados de Domino’s Pizza, una de las mayores cadenas de comida rápida en Estados Unidos, aparecen en la cocina de un restaurante de Carolina del Norte con pocas ganas de trabajar y haciendo cosas bastante desagradables

Estos asquerosos trabajadores se divierten “jugando” con los ingredientes de un sándwich que está preparando: introducen tiras de cebolla en su nariz y perfuman con sus flatulencias el salami. Los dos empleados han sido fulminantemente despedidos, pero además deberán enfrentar un proceso judicial.

Pero el daño ya está hecho, pues en el vídeo se muestran algunos de esos temores que muchos tienen ocultos cuando ordenan en un restaurante. Desde su publicación, el vídeo ha sido visto miles de veces en YouTube, y además ha generado debates en blogs, Facebook y Twitter.

Pero del mismo modo que dos irresponsable pueden arruinar la reputación de una marca con una simple cámara y la rápida difusión de los contenidos en la Web 2.0, la empresa ha reaccionado de inmediato, utilizando las mismas herramientas para intentar frenar el daño causado.

La primera reacción ha sido publicar otro vídeo en YouTube, en el que el presidente de Domino’s en EEUU se disculpa por lo sucedido, y asegura que se trata de un incidente aislado. Afirma que la confianza de los consumidores es lo más valorado para su compañía, y asegura que a diario se hacen controles de calidad en sus establecimientos.

En este tipo de situaciones, las empresas deben seguir una serie de acciones para intentar aliviar a través de la misma vía web 2.0 el posible daño corporativo:

Primero, Seguir de cerca los comentarios en blogs y medios sociales populares.

Segundo, Responder de forma rápida, antes de que los medios masivos pidan explicaciones.

Tercero, Actuar en los mismos medios donde se ha generado la pérdida de reputación: en el caso de Domino’s ha respondido a través del blog The Consumerist, Twitter y YouTube.

Cuarto, no reprimir a los trabajadores su participación en los medios sociales. Por el contrario se debe motivar su participación para tener una conversación constructiva y honesta.

Pero principalmente, las empresas deben establecer una presencia predominante en la red mediante la publicación de contenidos de valor para clientes y empleados. Una publicación permanente de contenidos no solo construye credibilidad online en el largo plazo, sino que también es una excelente táctica de posicionamiento en motores de búsqueda. Así, los contenidos positivos tendrán más relevancia que los negativos.

Este es el video del escándalo:

Y este el de la respuesta corporativa:

Related articles by Zemanta

• Video Prank At Domino’s Taints Brand (nytimes.com)
• Dominos stung by fake YouTube video (seattletimes.nwsource.com)

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