It is amazing how viral social media can create a firestorm out of a small match. Case in point: The Domino’s YouTube video of employees messing with customers food. While disgusting and stupid (did they think they wouldn’t get caught?) it has become a very popular video. In 24 hours the video went from 20,000 views to 760,000 according to Adage.com. In the blink of an eye all the hard work of creating a positive PR front is up in flames. So what should Domino’s do then? Some say, if you can’t beat them, join them. It is suggested that Domino’s make a speedy response and post it on YouTube. They can support it’s cause by using search engine optimization and other social media such as their website, Facebook or Twitter. The question is; do you or your company have a gameplan should this happen to you?