This past Monday, around 11:40 am, DownDetector, an outage-tracking website was flooded with reports of access issues involving popular social media apps including Facebook, Instagram, Whatsapp, and Messenger. Upset users took to Twitter to discover that Facebook was in the throes of a software update gone horribly wrong. For a little over 6 hours, Facebook users were completely in the dark, disconnected from the online world we’ve been accustomed to using daily. Not only was the Facebook app down, but data tracking platforms, e-commerce accounts, and every other site logged into with or supported by Facebook were offline.
Marketing agencies, Social Media Managers, and everyday Facebook users were without the vital communication network that allows us to connect with our friends, loved ones, and consumers. Many small businesses that rely heavily on Facebook for day-to-day operations were essentially closed. The fear of a potentially disastrous revenue loss loomed overhead.
Though Facebook and all subsidiaries did eventually return to operational, we’re left reflecting on how much power apps have, and how little control we have. As Facebook users everywhere attempt to catch up on lost time, we want to use this as an opportunity to shed some light on ways that social media users, and business owners especially, can take back control of their online platforms.
Don’t Put All Your Eggs in One Basket
For small businesses, it’s difficult to avoid relying solely on Facebook to conduct business. The social media giant really is a one-stop-shop for almost everything you need. Advertising campaigns, e-commerce markets, customer outreach, and data tracking can all be performed in-app. Facebook’s wide variety of business tools can make it seem like a paradise for business owners. However, this outage is a scary reminder that all of these elements can disappear in a matter of minutes.
To combat this lack of control we’re all undoubtedly feeling, we recommend that business owners start by making a point to differentiate their strategic marketing efforts. We know you’re probably thinking “but I can do everything I need right on Facebook!” And you’re right, you probably can; but it’s worth investing in Google ads, Amazon Ads, or other social media advertising channels, depending on what’s right for your business. Have you considered Pinterest for Business, leveling up your LinkedIn presence, developing a TikTok strategy, and boosting your Youtube? Not only does this lessen the fear of losing your entire online presence to another outage, but it also gives you more control over your advertising, and allows you to potentially reach a broader audience as a result of utilizing different channels.
Put More Effort Into Your Website
For the many small business owners who partially (or entirely) rely on Facebook for selling their products and services, this outage was especially damaging. For 6 hours, almost an entire business day, online business owners were losing out on revenue. The outage also highlighted the fact that their business was largely dependent on an outside organization whose operations are completely out of their hands. In this case, the outage was temporary, but there may come a day when the internet monolith that is Facebook is no longer a viable business tool.
We feel the best way to prepare for the unknown is to focus on your business’s website, the largest online presence over which you have complete control. If someday, customers can no longer find you on Facebook, your website will be the next place they look. Focus on building up your website so that no matter what happens in the world of social media, you will still have a strong internet presence, and you will still be able to conduct business online. We surely hope Facebook is here to stay, but it never hurts to prepare.
No matter what the future holds, Paperkite is here to guide you. Our Digital Marketing team would love to help you explore and utilize the many different advertising platforms at our disposal. Meanwhile, our Social Media Team knows just how to ensure your online presence is broad enough to withstand the constant changes that underpin the social media landscape. Let’s Talk about how we can work together to ensure your business is protected.
