The Domino’s story that unfolded last week has been widely viewed as a cautionary tale about how not to handle a growing public relations disaster in a real-time world. In other words, how do we manage an old-school problem like bad publicity, using new-school tools like social media? Most of Domino’s media coverage focused on three areas for improvement: the importance of a media crisis team, the ability to follow real-time developments and the need to respond quickly. While all are valid points, there is an important component to the Domino’s narrative that has yet to be explored: preventative strategies that can be put in place to protect your brand from social media attacks.
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