There is no question that the Internet has changed the way businesses work and operate. The fact that it can be used to promote a company’s image, or in some cases, ruin it, is something every business owner should consider. Managing a company image via the World Wide Web is a great idea, as it can reach millions of people in an instant. No longer do companies need to spend thousands of dollars to effectively reach their valued customers. They can utilize social media sites such as Facebook, Twitter, or YouTube for these purposes. Of course, this immediate communication can also be detrimental to a company if things go a little differently than expected.

Let’s take Domino’s Pizza as an example. Do you still eat there? If you were “social media site savvy” at that time, the answer just might be “no.” In 2009, the company suffered from an unfortunate incident involving two, less-than-valuable employees. For some reason, the employees decided to videotape themselves doing rather disgusting things to food for customers. This included sticking cheese up their noses and other stomach-turning actions. They then posted the video on YouTube, which was immediately viewed by millions of people around the world. Probably not the best advertising for the company.

 Use YouTube to Connect With Consumers

This incident shows just how widespread YouTube, and other sites, can reach vast audiences and affect a company’s reputation. Something like this could have instantly ruined the company (would you have ventured to eat one of their pizzas in the weeks following?) had it not been for the effective damage control by Domino’s management.

The company made a few essential moves to keep the business, well, in business. The number one “star” move was a statement given, recorded, and posted to YouTube in response to the unfortunate situation. The company’s president, Patrick Doyle, spoke to customers saying how sorry the company was and that every measure was being taken to prevent this from happening again. He asked for continuing trust from customers and included himself with them as one who was truly disgusted by the incident. In addition, the company ridded itself of all potentially-contaminated food, shut down the store for a time, and opened a Twitter account to openly and willingly communicate further with viewers.

Social Media Can Make or Break Your Business

Companies can learn a lesson from Domino’s example. By effectively utilizing YouTube, the company was able to maintain most of its customers and regain their trust. It showed that the company had real, concerned people working to fix the issue. It aligned the company as a victim, along with the customers, rather than as the villain. Every company can, and should, use YouTube to communicate with viewers, whether it is about a serious event like this or if it is only to communicate deals and events, or even simply show what the company is all about. That open line of communication can do wonders for a company, its image, and its relationship with customers. You could even say it is priceless

About the Author: Rick Delgado is a freelance writer who specializes in the latest social and technology trends, specifically social media and its applicable uses in business. Rick follows Vivint’s YouTube page to monitor their strategies involving social media campaigns. You can follow Vivint’s twitter feed here.