The Great Facebook Crash of 2019
If you’re reading this, it’s safe to assume you survived the Great Facebook Crash of 2019. And thank goodness you did make it through the March 13 outage. Judging from the way many users reacted, one would think the Earth itself froze in orbit. Like any other website, Facebook is prone to the occasional outage. While most are brief, the most recent crash was the longest the platform has suffered in its 15-year history. For roughly 14 hours, millions of Facebookers were left stranded, unable to share memes, opine on current events, or post selfies.
The lights eventually came back on and life returned to normal. For the casual user, the outage was little more than an annoyance. But “annoying” probably isn’t strong enough a word to describe how businesses that have come to rely on social media as their primary marketing vehicle were feeling that day.
The Cost of the Crash
Facebook, as a corporate entity, took a hit due to the outage. The next day saw the company’s stock drop by 1.5% and, according to some analysts, the downtime cost them about $189 million. While that might be merely a drop in Facebook’s very large bucket, it was a much bigger deal for others. A full day without social engagement, advertising, and marketing can have a serious impact on small businesses. Some companies have claimed the outage cost them thousands of dollars in lost revenue and opportunities. Those losses could continue as many businesses are working to recover from the sudden drop in organic engagement.
Hopefully, the outage was not nearly as damaging to your businesses as it was to others. Most independent agents and advisors run pages geared toward localized, niche audiences. For them, a day without sharing content or boosting posts probably wasn’t the end of the world for most. But the outage very well could have hindered any time-sensitive/specific campaigns.
The Great Facebook Crash of 2019 should teach us a very important lesson – don’t put all of your eggs into one basket. Facebook is among the most effective digital marketing tools out there, but it’s crucial that you diversify your efforts.
A well-rounded marketing strategy should incorporate a variety of methods to connect with your target market. LinkedIn and Twitter are both good ways to maintain a digital presence and keep your message out there. And while email might not be the best or quickest way to generate new leads, a well-organized and segmented list can allow you to get relevant content to multiple prospects at once.
Outages like this are not unheard of and should not give us any reason to be concerned over the future of Facebook. Zuckerberg’s social media monster is not going away anytime soon, if at all. However, the recent crash was a stark reminder that a world where businesses ran successful marketing campaigns did exist before Facebook. That’s not to suggest you learn Morse Code to promote your brand. But it does shine some light on the many digital mediums that have cropped up since (and probably because) Facebook came into existence. The digital landscape is a wide-open and full of opportunities to engage, connect, and convert. The question is, will you start exploring those opportunities now, or wait until the next Great Facebook Crash?