Branding Lessons Learned From The Latest Facebook Outage

If you started this week with a case of the Mondays, it might have been hard to share that news with your friends on Facebook. Yesterday morning, the social network was partially down for many of its 1.2 billion users, making it impossible to update statuses, leave comments or upload photos. Branding Lessons Learned From The Latest Facebook Outage image facebook thumbs downBranding Lessons Learned From The Latest Facebook Outage

Facebook issued a statement yesterday morning after resolving the outage:

Earlier this morning, while performing some network maintenance, we experienced an issue that prevented some users from posting to Facebook for a brief period of time. We resolved the issue quickly, and we are now back to 100%. We’re sorry for any inconvenience we may have caused.

The backlash was swift on Twitter, where users mocked the network with the hashtag like #facebookdown:

suddenly employers are noticing a surge in productive work on a Monday morning, and wonder why… #facebookdown

— Rachel Ferry (@raradragonfly) October 21, 2013

So, how did brands handle this temporary takedown? Some jumped at the chance to use the disruption as a marketing tactic, encouraging Twitter users (unironically) to take some personal time away from the Internet to use their products. But there are other lessons to be learned from yesterday’s brief short-circuit.

Diversify your social media portfolio

Putting all your eggs in one social media basket can be dangerous. Just as Facebook suffered from a global glitch this week, Twitter has had its own service troubles in the recent past. The ability to reach your audience on more than one platform can be incredibly valuable, especially if users rely on social media for customer service. Companies like Zappos and Amazon have strong presences everywhere from Facebook and Twitter to their own websites.

Keep your own house in order

Yesterday should serve as a reminder that social media is not owned media—that is, social media platforms are totally out of a brand’s control. That means that your own site’s user experience has to be the best it can be. If you have a large social media following, be sure that your site is optimized for mobile users as well.

Make your message count

Finally, rest assured that a powerful message will be heard and heeded, even if the medium is unavailable. So invest in a comprehensive content marketing strategy that integrates research of your target audiences. No matter where users find you on the Internet, they won’t convert if the content they view isn’t useful to them.

Facebook’s little outage most likely had a big impact on worker productivity, on brand-customer interaction and much more. Brands can learn from Facebook’s downtime by concentrating on creating and maintaining strong relationships with their audiences, with or without social media.

Image credit: Wikimedia

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