It took 42 years for Domino's to build it’s reputation and 2:26 for two employees Michael Setzer and Kristy Hammonds, to destroy it on YouTube.

The YouTube video featured Setzer, and Hammonds from an individually owned Domino's franchise in Conover, N.C tampering with food. Domino's created an official YouTube account with a formal apology 2 days later. A little to late. The videos have already been viewed, downloaded and re-posted thousands of times. Patrick Doyle, President, Domino's U.S.A said himself "It is not a surprise that this video has caused a lot of damage to our brand"

Here are a few tips and tools to control your reputation online:

1. Have a presence in social media- This is a no brainer, but I am always surprised how many brands are not engaged in social media.
2. Allow your customers to engage you: A great tool out there for allowing 2 way communication between your brand and the customers who consume it is Get Satisfaction So far, they have helped: 14,748 companies, 15,299 employees 11 million customers work together to improve 21,733 products and services.
3. Monitor communities- StartPR and Addict-O-Matic helps you find, manage and respond to mentions of your company, your brand, your products, your service and your people online.