Prepare in advance to counter massive crises like the Facebook outage

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 11, 2021, 5:54 PM UTC

Close to 40% of companies do not have a crisis communication plan in place.

Facebook’s recent mass outage is further proof -if any was needed - that brands have enough reason to have a robust communications strategy in place to navigate such crises. With around three billion users and eight million active advertisers across Facebook platforms, the outage proved damaging to many brands.

Along with detailing the exact roadmap to reach communication goals, a strategic communications plan helps businesses adopt flexibility during uncertain times. The plan outlines target audiences, identifies all relevant communication channels, KPIs to measure, the brand mission and vision, to name a few elements.

Moreover, social media platforms themselves are active on other platforms. During the mass outage, Facebook itself took to Twitter to inform audiences of the blackout. With strategic communication plans of their own, brands can learn not to concentrate all their social media efforts on a single platform.

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