I think Jet Blue were the first to totally demonstrate the honesty and transparency of a "straight to YouTube" apology, a couple of years ago, when bad weather left thousands of people stranded on the tarmac over a holiday weekend.
Asda in Fulwood have given it a go as well, to demonstratet that the infamous late night chicken licker was in a minority of one.
Fair play to them - hope they get the views (especially locallly). It's a nice approach.
But (maybe because I work in that intersection of digital comms and PR) I can't help thinking that even their response is not quite as credible as it could be. It reads to me as if Head Office have come up there with a camera, found some good people and edited it together - rather than staff at the store taking matters into their own hands...
Either way, we're going to see more of these of these heartfelt apologies/singling out of the one bad apple on social media. The chalenge companies have is how to demonstrate sincerity and honesty as they do it.
But 10 points ot Asda for having a crack.