I’ve talked too much about Pizza Hut & Domino’s and their various Social Media Exploits, I know. But after the Domino’s Debacle and the initial Aftermath, I couldn’t help but gauge how they’ve since handled their digital ventures. We all saw the apology videos…ok not bad, a bit late, but not bad. @dpzinfo was created after the public practically dictated they invoke a legitimate presence…again, not bad, but waaay too late.
So how has dpzinfo handled the pressure? Until yesterday, I would have given him/her a B+. He/she has been fairly responsive to my inquiries and seems to be a viable customer service channel, though, as expected, most responses are as ‘safe’ as they can be, only a few details away from being a ‘no comment.’ Either way, you can see that they’re trying, and for that, I must admit, they were moving in the right direction. The only negative was the endless promotion of the new “breadbowl.” Again, however, a certain amount of shameless product plugging is expected, maybe even warranted, when you’re a brand.
But here’s where they went wrong, in my opinion. In a move that reeks of desperation; in a sour attempt to negate their social media ineptness, as made public by the Domino’s PR Social Media Crisis, Domino’s now allows you to integrate your online order status, or “Pizza Tracker” (which has always seemed a bit…um, shady, perhaps automated & meaningless…at least to me anyway) with your Facebook profile.
My Question – Does ANYONE really give a proclaim to their Facebook ‘Friends’ – half of which they’ve never even met or interacted with – their pizza’s estimated time of arrival, per an automated, poorly constructed, and probably inaccurate, widget? Yes, Facebook is known for offering individuals the ability to broadcast the inane, mundane & TMI to the world, even in that light, this move seems a bit much.
This move practically screams “We Still Don’t Get Social Media.” In fact, all it does is acknowledge that there’s a demographic overlap in those who use Facebook and those who eat pizza and pretty much banks on the hope that some of those individuals will be bored enough to use this app.
But what do I know? I’m not an expert, just an observer, an experimenter, a pontificator (man I hate that word). So PLEASE, let me know what you think about this!