Domino's has become the latest company to experience a social media crisis. Unlike the recent Motrin and Amazon examples this could not be said to be due to a specific action of the company – but it does demonstrate the level of exposure of all organisations to 'guerilla' activity. Debate is focusing on Domino's response – was it quick enough and did it initially take it seriously enough. What is clear is that Domino's would have benefited from having prepared some basics as part of their standard crisis and issues response – such as "dark" blog platform and twitter presence in order to be able to push their message out quicker and more effectively once they decided to move. In social media you don't wait to see if an issue will get traction before deciding to respond, as was the case with traditional media – you should deal with things immediately, because your response won't necessarily draw an more attention to an issue. Its all part of managing conversation on an on-going basis.