A few weeks ago I wrote about a web error costing Domino's Pizza 11,000 free medium pizzas. Domino's is again in the news because of a YouTube video that has created a public relations nightmare.

It seems that two less than stellar employees at a Domino's in Conover, North Carolina made a video showing one of them tampering with ingredients of a pizza he was preparing (you can read how here if you truly are curious). They then proceeded to post their video to YouTube, where it has been viewed over 1 million times before it got pulled off (you can still see elements of it here if reading about it isn't sufficient).

When Domino's found out, it immediately fired the two employees. However, the company admitted it was not fast enough responding to the sensation the YouTube video created; it somewhat belatedly responded with a video of its own apologizing for the incident. Domino's video has barely been viewed in comparison to the original YouTube video.

The two employees have also been charged with a felony for distributing prohibited foods, although they deny any of the food shown being prepared was ever served. Domino's also says that it has no proof that the food had been served either. Is Dominio's saying that the employees it fired have been arrested unjustly, and will the company be advocating that the charges be dropped?

I suspect this episode will be studied, much as the 1982 Tylenol poisoning case was, for some time in how companies should react to embarrassing YouTube videos or Twitter storms (Amazon.com experienced one of these because of a "glitch" that caused gay and lesbian-themed books to disappear from its sales rankings last weekend).

Surviving in a social networked world is quickly climbing to a corporate board level discussion.