With real-time updates on sites like Twitter and embeddable viral video on YouTube, companies can suffer hits in seconds. Domino’s waited 48 hours before responding to its social media hurricane and missed the new steps in brand maintenance new media has created.

• Monitoring: How could Domino’s have not known about the behind-the-scenes video of two problem employees? Had it not heard of a Google alert? Companies need to use the (often free) tools available to watch the Web.
• Engaging: Domino’s is on Twitter – now. Prior to its scandal, that account didn’t exist. When new means of communicating arise, companies should sign on and interact when they need to.
• Conversing: Today, a company can use the Web to speak directly with its customers. But quality of conversation counts. Domino’s got back in the game, but thanks to a poorly executed (and fairly wooden) response video, it’s now playing catch-up.