By now, you may have seen the YouTube video featuring a couple of Domino's Pizza employees being disgusting (i.e. doing exactly what everyone fears/assumes fast food employees do). It didn't take long for this video to spread widely and, obviously, harm Domino's reputation.
Domino's has apologized using the same medium that caused the problem -- posting a video on YouTube featuring their president. It's very well done, with a lot of honesty and openness (such as identifying the location in the above video), and his feelings about the situation are quite clear.
I'd love to see the company take this a step further, though.
How about encouraging the other Domino's locations to produce their own videos, showing just how clean, fun, and healthy their stores are? Or challenging dedicated Domino's lovers (there must be some out there) to show why they love the brand?
A video press release is a great start, but it's only using a social media platform, not actually being "social".
Domino's is a good position to show that, as a brand, they're the good guys. Support from a few thousand employees and customers would strongly reinforce this.
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