Instagram and WhatsApp were also affected in the recent outage, along with Messenger and Oculus VR. The cause seems to have been a DNS failure. During the downtime, social media managers and advertisers took to Twitter to bemoan the platform's blackout, many not sure what to do as the outage lingered on well past any previous platform glitches.
Back in 2019, we reached out to experienced social media strategists for advice on what advertisers should do in these circumstances. That advice (given from the positions and roles they held at the time) is still useful today. The 2019 outage prompted David Herrmann, co-owner and advertising director for Social Outlier, to enact new guidelines around how his team manages a social campaign when a platform goes down.
|"As we've seen before with networks, typically downtime can range from a few minutes, up to an hour. Last Wednesday was very concerning. I've instructed my team to start pausing campaigns if a social network crosses the three-hour mark."|
|"It may seem silly, but any social media manager or community manager experiencing problems with a channel should make sure it's not just them. Is your WiFi connectivity strong? Do you need to clear your cache, or reload the app? If our audience does not typically expect an immediate response on a channel, we approach the outage on a wait-and-see basis. If we commonly see a high number of requests on a channel, or if we regularly use it for conversations with our community, we take action."|