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#SocialSkim: Social Media This Week, Including Domino's Gaffe and Breaking Bad

by Angela Natividad  |  
August 16, 2013
  |  1,867 views

Catch the first-ever WhatsApp music video (by Katy Perry), Twitter’s latest social TV moves, a GIF library from Reddit, the latest community management gaffe... this time from Domino's, and when to Vine vs. when to Instagram. Also, if you're a Breaking Bad fan, we'll wrap up with a treat just for you. Skim to break social.

Musical emoticons. Katy Perry's made the first-ever WhatsApp-based music video. (WhatsApp is a text-messaging service that lets you text people anywhere in the world for free.) The video's raised 7.3 million views, and there are probably just as many emoticons in the video's four minutes:

When to Vine and when to Instagram. Anish Patel explains when you should use these microvideo platforms. Vine's great for new product features, how-tos, video teasers, and event invitations. You also get the benefit of live customer interactions. Instagram video is great for promotional campaigns, video series, and commercial-style videos.

Make a typographic statement. Looking to get noticed in an endless stream of raw data and newsfeeds? Panix's unicode text converter lets you copy and paste messages onto Facebook or Twitter with different font types, plus bold and italics. Simply write out your message, then copy the style you like and paste it into your status box. It's a bit gimmicky, so make the message count!

If you squint, they look the same. Domino's Pizza earned the ire of social medialytes this week by mistaking a compliment for a complaint. On the brand's Facebook page, customer Jeaneth Manzaniita Tavares called Domino's "The Pizza Ever!" and added, "Keep up the good work"—complete with happyface emoticon. Moments later, Domino's replied, "So sorry about that! Please share some additional information with us at bit.ly/dpz_care and please mention reference# 1409193 so we can have this addressed." What went wrong? Instead of treating social media like a human forum, it's relying on auto-responses written by PR folk. (Domino's later tried playing off its gaffe by saying, "No, we meant we were sorry it took Jeaneth so long it took to enjoy the best pizza ever." Awkward. Couldn't you have just said sorry?

Spokesperson Chris Brandon later made contact with Digiday to make a real-person apology for the brand: "Real human beings make real human mistakes sometimes, and this was one of those times. It was an isolated situation in which one of our people simply goofed up. It happens. We were all, naturally, a little bit red-faced by this—but we've already moved on."


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Angela Natividad is a social media strategist, copywriter, and journalist based in Paris. A Bay Area native and lover of vending machine candies, she co-founded AdVerveBlog.com and is a frequent guest on marketing podcast The Beancast. You can follow her on Twitter at @luckthelady.

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