How would you feel if every comment about your company, positive or negative, were displayed in a giant billboard for all to see?
At Domino’s, this kind of transparency is embraced wholeheartedly. In fact, according to Fast Company, Domino’s is now paying top dollar to have real live reviews of their service stream above Times Square.
Purchasing this type of advertising real estate is not a new tactic for large brands. Broadcasting 700 customer ratings per day, however, is a different story. According to the article, “Barring profanity and irrelevant rants, no comments will be excluded, no matter how negative.”
Transparency is central to creating an engaging social media campaign. Why? Because it creates trust for your brand. A simple and apt definition of a brand is a reputation based on a collection of memories. By being totally transparent in customer interactions, brands build a reputation of being trustworthy. Even if some less-than-flattering information comes to light due to transparency (imagine the following floating over Times Square: “my pizza was delivered 20 minutes late and cold!!!”), the brand is still building customer trust by openly addressing any shortcomings.
In addition, transparency makes a brand seem more authentic. One of our favorite examples of this principle is Kiva. Much of Kiva’s success has been due to its authenticity. Kiva’s philosophy and culture were built on trust and what its founders call “radical transparency.” The model is based on disseminating real information about the entrepreneurs–not marketing them.
While Dominos’ new venture may sound scary, it’s a smart move. After a video of Domino’s employees doing some pretty awful things in the kitchen went viral a few years ago, the company realized that, in the age of social media, covering up any flaws was simply not an option. Rather than retreating into their cave, Domino’s has turned around and become a pioneer of transparency through social channels.
Now it’s your turn: how have you embraced transparency in your social media efforts?