With our recent conversations about Social Media crisis, I have been reminded of one of my most favorite quotes when it comes to social communications:
“The only way to put out a social media fire is with social media water”
This quote came from Ramon Deleon back in 2010 and what’s amazing is that 6 years later, brands and organizations still do not understand how to stem issues through their own social channels.
Deleon is a Domino’s Pizza franchise owner who is very active on Social Media and one night he saw a Tweet from a customer complaining about her pizza order being messed up and then delivered late.
Within hours, he posted this video apology:
You can see no script was being utilized as both men seem to speak from the heart about the situation. They admitted being at fault and discussed how they were going to prevent this issue in the future.
Because Deleon was very active on Social Media, he was already skilled at communicating through those channels. He didn’t need to respond with a press release, he went to his most effective way of communication.
Since he understood how each Social channel worked, there was no hesitation to share his misstep with his already trusted followers.