I’m working with a number of executives at some Russian companies on various social media campaigns and I keep getting the same question from them, “What’s social media?” The answer to this question usually involves worlds like “conversions” “relationships” “authenticity” “user generated content” “bi-directly discussions” and the like. Huh? Yup, that’s the reaction I get from most of the executives.

So I thought instead of trying to tell them what social media is all about, I figured it would be easier and more valuable if they could see and hear an example of a case study where a large company “gets it” and does social media the way it ought to be done.

Here’s a great video from Domino’s Pizza’s, which earlier this year earned the dubious title of “social media train wreck” when some a-hole employees shot some homemade videos of themselves doing some pretty nasty stuff to customers’ pizzas. At the time, Domino’s Pizza was in trouble and the brand was badly damaged.

Well, I am happy to report that the executives at Domino’s Pizza quickly learned the lessons of social media and embarked on a journey of self-examination. Here’s Part 1 of the The Pizza Turnaround video showing how they responded. Watch it. You will be inspired to embrace social media and your company, your employees, and your customers will thank you for it.

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