#FacebookDown – What’s a Brand to Do?October 21, 2013
Take a deep breath, internet users. One of our biggest nightmares came true this morning: Facebook was down.
Although Facebook was back running smoothly by midday, the brief inability to log into the site caused quite a stir. And, while many joked by encouraging people to “go out and do something productive” during the outage, people weren’t having it. Instead, they took to other social sites, making #Facebookdown today’s trending topic.
But what was really intriguing were all the real-time advertising campaigns that exploded during today’s technical snafu. Capitalizing on the conversation, marketers from all types of companies and brands used the #Facebookdown topic to hawk books, alcohol, Red Bull, and even razors.
Today’s outpouring of topical advertising illustrates that real-time marketing is no longer just a trend, but a necessity for brands that want to stay ahead of the social media influence game. By tying their brands into a popular topic of conversation, marketers can ensure their audience is already engaged—all that’s left to do is cunningly add their own message.
Despite the risks of composing a grandiose marketing strategy on-the-fly, real-time marketing is here to stay. Ironically enough, it has become so normal that it even takes advantage of the very website that has helped cultivate this lightning-paced culture. We’re sure that Facebook would understand.
Just don’t scare us like that again.