Last week, Domino’s stepped in it on Facebook. A customer took to the brand’s Facebook page to compliment the chain, which then responded with a rote “Sorry for your bad experience” response. Digiday, along with others, covered the snafu, which appeared to point out the perils of relying on automated responses in social media.
#SocialMedia boo boo by Dominos shows the importance of managing the conversation using real people. https://t.co/RfgmZRC6We
— Dan Kim (@umichdan) August 13, 2013
And yet the error was actually a mistake made by a human, according to Domino’s. In much the same way as Bank of America screwed up last month by having a social media team sounding a lot like robots, a Domino’s employee mistook the compliment for a complaint. The employee then, it would appear, gave the default response for social media complaints. Domino’s, to its credit, tried to regain its footing by taking it in stride. The rub with brands in social media is that they’ll need humans, who are prone to make mistakes.
@dominos @Digiday @MeaganSGuidry I agree with you & feel Dominos did a good job today owning up to it. And the pizza they make now is great.
— Alex Ramati (@TheAustinDawg) August 13, 2013
The mistake, it would seem, was not acting human in the first place. Domino’s clearly has a set protocol for dealing with customer complaints. The human error was enacting that protocol. It’s similar to how call centers often rely on scripts. That can help in consistency but, as brands like Zappos have shown, throwing away the scripts for real human interaction can win over more people.
If the corp social response sounds automated, the essence of the channel is lost: Domino’s Facebook Fail https://t.co/U3qd0r6a26 via @digiday
— cheryl nolan (@cnolan01) August 13, 2013
The moral of the story is social media will continue to rely on humans. Some things can be automated, but the best policy for brands is probably to give its people leeway to, well, act like people.https://digiday.com/?p=46502
How gaming organization OTK strikes a balance between creator-ownership and more traditional executive experience
Since its formation in October 2020, creator ownership has been a core part of One True King’s DNA. The group is constantly adding new talent to its list of creator–owners, fueling a rapid rise and accolades such as “Best Content Organization” at last year’s Streamer Awards.
When it comes to TikTok, some marketers proceed with caution
For some marketers, the bloom is coming off TikTok.
Digiday+ Research deep dive: YouTube holds strong as a reliable marketing channel for agencies and brands
YouTube might not be considered the most exciting marketing channel out there, but brands and agencies see the platform as a reliable marketing channel that delivers consistent success.
SponsoredIn 2023, the retail media story is bigger than just CPG brands
Sponsored by Best Buy Ads Retail media networks have surged in recent years as retailers leverage first-party data to establish robust media and advertising businesses for brands. While RMNs are most broadly adopted among brands in the consumer packaged goods industry, non-retail and specialty brands are increasingly turning to RMNs for effective performance marketing in […]
Pringles goes all in on social to put college athletes front-and-center for ‘March Mustache’ campaign
Pringles is turning to social media — particularly Instagram — to leverage some of the college athletes playing in the March Madness basketball tournament, with the goal of reaching college basketball fans on second screens.
Short-form video needs better monetization, creator funds aren’t the way to do it
Creator funds have almost been like a stepping stone before a more permanent solution is either considered or put into place.