The big business news this week so far is about Facebook’s outage on Wednesday and into Thursday for some. Facebook is used by people and businesses alike around the world, so when something like this happens it’s not something they can really brush under the rug. This issue hits on many topics that we’ve talked about recently as well as we talk about frequently like doing business together, communication, customer service and quality, and it also holds a great warning for all of us, so I thought I would share a few thoughts on it today.
Let’s start with the dark side of this whole thing. It can happen to anyone. It can get you bad publicity. It can make you lose customers. It’s something every business should talk about: what to do if there’s a catastrophic failure, what to do if data is lost, what to do if the product fails, what to do if leadership gets caught doing something bad. Being aware of that it could go wrong and having a plan for if it does go wrong is half the battle, the other half has to do with your reaction, communication and actions after the event. You may be able to take the right actions quickly, but if you poorly communicate about the whole thing you may lose any traction you could have made with the speedy repair.
Let’s talk about what Facebook did, that we know at this point. Yes, they obviously got to work on fixing it as soon as possible so more people weren’t affected and those that were would be able to get back on as soon as possible. Then they had a decision to make: how do we communicate this and do we communicate this. They made a really interesting decision, one that I doubt many people would have guessed, and that’s posted on Twitter to let people know what was up. It’s not necessarily the wrong decision (they could have used email), but it is kind of funny and is a good reminder that as much as you want to build a strong business, stronger than your competition, it’s always good to have an open line of communication for situations like these.
The situation will continue to unfold over the next days and weeks, and it will be interesting to see how they follow up on this. What would I like to see? At the very least I’d like to see messages on their Facebook and Instagram accounts sharing about what happened and letting people know it’s fully resolved and if any actions/precautions are being taken in brief with a link to a blog post on their blog with more depth and details. If there were any accounts hacked or breached, those people should be notified by internal message on the network and by email. I’d also like to see them to contact businesses that were actively running paid ads at the time and affected by the outage and fill them in on how the downed network will affect that ad run.
Of course, they may just choose to sweep this under the rug, and for many they’ll just continue on with Facebook as usual. But for the smart business owners, I would hope this serves as a warning that if your only means of supporting your business is through Facebook you should be looking into additional and supplemental ways to market and grow your business. It’s as is often said, don’t put all your eggs in one basket. What are your thoughts on the situation?