Domino’s and Social Media: In 30 Comments or Less

(I could have sworn I uploaded Case Study 3 onto here before, but it was apparently missing, so better late than never.)

Domino’s Pizza. Everybody loves a good ol’ fashioned pizza when they’re feeling down. But not from Domino’s, their pizza tastes like it was cooked in a burning trash can, and not an empty one either. But what they lack for in quality of product, they make up for in social media presence. On all their accounts, they have a relatively large following.

Facebook: https://www.facebook.com/Dominos/   17,172,955 Likes

The Facebook page itself is likely what you may expect from the page of any major restaurant. The profile picture is a picture of the Domino’s logo, and the cover image is a picture of a phone ordering pizza. The about tab contains information regarding the chain, what services they offer, and a legal disclaimer.

A majority of posts are pictures of deceptively good-looking pizzas along with other items available at the chain, and sometimes other subjects, such as their app. All the content is uploaded by the company, but given the disclaimer, it’s possible they are re-uploads of content submitted by users. It does not seem to like other pages, and the only community interaction is for customer support for those who are understandably dissatisfied with their slop. Most comments on recent posts are mixed with some positive and some irate, with around 100-300 on each.  They could focus more on interactive with their community proactively.

Twitter: https://twitter.com/dominos 1.16M followers  44.4K Following    296K Tweets

Joined April 2009

The Twitter profile is structure more or less exactly the same to the Facebook page, all things considered. The profile picture and banner is the same as Facebook, most of the photos are reposts from the Facebook page. That’s not to say it’s identical to the Facebook page, however. The bio is short and confirms this is indeed the official Domino’s profile. There is the occasional retweet and responses from other users on their page.  There are also jokes related to pizza, with relevant hashtags. Most comments on recent posts are positive, with around 5-20 on each.

These are still significantly more pictures of pizza than anything else, though. Most posts have different text accompanying them, mostly including hashtags into almost every post, as well as the occasional emoticon. Overall, not the best it could be, needs more interaction with random commenters, but still a big step forward compared to the Facebook profile.

Instagram: https://www.instagram.com/dominos/  1M followers 65 Following 1280 posts

Prepare to not be surprised: The Domino’s Instagram account features primarily the same structure/content as the other accounts we have seen. Here, all of their pictures of pizza are put on full display, given the nature of the website. The bio is same as the Twitter, along with a link to Domino’s Wedding Registry. There are many photographs of pizza, and the occasional video ad thrown in for good measure. Again, 90% of the content here is recycled from their other social media channels. There is seemingly little to no interaction with customers/fans on display here. Most comments on recent posts are positive, with around 50-100 on each. Everything you see here is displayed with more content and interaction on both of the other platforms.

Overall, the biggest problem Domino’s is facing is their horrible soggy bread they call pizza, but the biggest issue facing their social media accounts is their sameness. All 3 of the accounts I’ve looked at have had almost the entirety of their posted content be the same across all platforms. They need to add some variety to give people reason to follow more than one account. Also, more audience interaction would help out as well. Perhaps responding to comments and such, adding some personality to your brand has proven helpful for its competitors. Their best platform at the moment seems to be their Twitter, as it includes the most audience interaction, but even that could use a bit of love. Until they get their act together, just stick to Pizza Hut. Or literally anywhere else.

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